United Kingdom (UK) Easter Market: Trends Analysis, Consumer Attitudes and Buying Dynamics, 2026 Update

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Published: April 30, 2026 Report Code: GDRT260008OC-ST

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The Easter 2026 report forms part of GlobalData's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers on Easter. The report analyses the market, the major players, the main trends, and consumer attitudes.

Easter spending proved resilient this year despite ongoing financial pressures, with shopper penetration remaining stable as celebrants continued to engage with the occasion. Consumers prioritised at-home celebrations, family time, and special meals, boosting demand for fresh food and Easter eggs, Retail and leisure participation also strengthened, with more financially secure shoppers helping to sustain overall Easter demand.

Key Highlights

Consumers celebrating Easter prioritised at-home occasions and spending more time with family

Easter eggs spending increased with price emerging as the key purchase driver

More financially secure consumers are now driving Easter demand

Reasons to Buy

Identify the key retailers used by consumers to purchase Easter products across various categories, and what drives consumers to shop with these retailers

Understand the most appealing Easter categories shopped for by consumers in 2026

Understand which channels used by consumers are the most popular when shopping for Easter products

Aldi
Amazon
Apple
Argos
ASDA
B&M
B&Q
Boots
Card Factory
Cards Direct
Clintons
Co-op
Currys
Dunelm
H&M
Hobbycraft
Home Bargains
Hughes
Iceland
JD Sports
John Lewis & Partners
Lidl
Littlewoods
Marks & Spencer
Matalan
Moonpig
Morrisons
Next
Nike
Pandora
Poundland
Primark
Sainsbury's
Sephora
SHEIN
Superdrug
Tesco
TG Jones
The Range
The Works
TK Maxx
Very
Waitrose & Partners
WH Smith
Zara

Table of Contents

KEY FINDINGS

Summary of Easter 2026

Key findings

Easter spending proves resilient despite declining participation

Fresh food and at-home dining lead the way this Easter

Demand for low-cost Easter eggs soars as price becomes the lead driver in gifting

Trend insight – stores

Trend insight – online

CONSUMER ATTITUDES

Participation dynamics

Buying dynamics

Financial wellbeing

Easter spending

Financing occasion spending

Easter activities

Meal choices

Dining out choices

Takeaway cuisines

Dining in choices

Easter statements

Retailer selection

Retailer ratings – grocers

Retailer ratings – non-food Retailers

Retailer drivers by category

Secondhand Easter items

FOOD & DRINK

Buying dynamics

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Average spend

Buying dynamics

Planned/impulse purchases

GIFTING

Buying dynamics

Retailers used

Gift recipients

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Average spend

Buying dynamics

Planned/impulse purchases

Personalisation

SEASONAL ITEMS

Buying dynamics

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics

Planned/impulse purchases

Personalisation

METHODOLOGY

Technical details: consumer survey work

Table

Retailer ratings across key measures – grocers, 2026

Retailer ratings across key measures – non-food retailers, 2026

Products purchased, secondhand items, 2026

Percentage point change, retailers shopped at for food & drink, 2025-2026

Percentage point change, retailers most shopped at for food & drink, 2025-2026

Percentage point change, retailers consumers switched to, 2025-2026

Products purchased, cakes chocolates & biscuits, 2026 & 2025

Products purchased, fresh meat & meat-free alternatives, 2026 & 2025

Products purchased, fruit & vegetables, 2026 & 2025

Products purchased, non-alcoholic drinks, 2026 & 2025

Products purchased, alcoholic drinks, 2026 & 2025

Products purchased, breakfast foods, 2026 & 2025

Products purchased, frozen foods, 2026 & 2025

Products purchased, fish, 2026 & 2025

Products purchased, delicatessen products, 2026 & 2025

Products purchased, ready meals & meal deals, 2026 & 2025

Categories bought on impulse by food & drink shoppers, 2026 & 2025

Percentage point change retailers shopped at for gifts, 2026 & 2025

Products purchased, Easter eggs & confectionery, 2026 & 2025

Retailers used, Easter eggs & confectionery, 2026 & 2025

Products purchased, other gift food, 2026 & 2025

Retailers used, other gift food, 2026 & 2025

Products purchased, other non-food gifts, 2026 & 2025

Retailers used, other non-food gifts, 2026 & 2025

Products purchased, flowers & plants, 2026 & 2025

Retailers used, flowers & plants, 2026 & 2025

Products purchased, gift drink, 2026 & 2025

Retailers used, gift drink, 2026 & 2025

Products purchased, beauty & personal care, 2026 & 2025

Retailers used, beauty & personal care, 2026 & 2025

Gift products bought on impulse, 2026 & 2025

Gift products personalised, 2026 & 2025

Percentage point change retailers shopped at for seasonal items, 2026-2025

Products purchased, cards, 2026 & 2025

Retailers used, cards, 2026 & 2025

Products purchased, gift wrap & accessories, 2026 & 2025

Retailers used, gift wrap & accessories, 2026 & 2025

Products purchased, decorations, 2026 & 2025

Retailers used, decorations, 2026 & 2025

Products purchased, crafts, 2026

Retailers used, crafts, 2026

Products purchased, outdoor gardening products, 2026 & 2025

Retailers used, outdoor gardening products, 2026 & 2025

Products purchased, homewares, 2026 & 2025

Retailers used, homewares, 2026 & 2025

Products purchased, DIY & home improvement, 2026 & 2025

Retailers used, DIY & home improvement, 2026 & 2025

Products purchased, clothing, 2026 & 2025

Retailers used, clothing, 2026 & 2025

Products purchased, indoor plants & flowers, 2026 & 2025

Retailers used, indoor plants & flowers, 2026 & 2025

Products purchased, electrical goods, 2026 & 2025

Retailers used, electrical goods, 2026 & 2025

Seasonal items buying fixtures & fittings, 2026

Seasonal items bought on impulse, 2026 & 2025

Seasonal items personalised, 2026 & 2025

Figures

Easter shopper penetration (2018-2026)​

Easter spending (2026) vs 2025

Retailers shopped at for food & drink (2026)

Top five seasonal categories purchased by Easter shoppers (2026)

Top five brands for Eastereggs & confectionery gifts​ (2026)

Easter participation penetration 2024-2026, by demographic and region 2026

Easter shopper penetration 2026, 2025 & 2024, by demographic and region 2026

Easter shopper profile (by demographic and region), 2026

Easter retail penetration 2026, 2025 & 2024, by demographic and region 2026

Easter leisure penetration 2026, 2025 & 2024, by demographic and region 2026

Financial wellbeing compared to last year, 2026 & 2025

How consumers Easter spending compared to last year, 2026 & 2025

How consumers financed Easter spending, 2026 & 2025

Easter spending on retail and leisure, 2026 and change on 2025

Easter activities undertaken, 2026 and change on 2025

Easter dining out choices, 2026 & 2025

Easter takeaway cuisines, 2026 & 2025

Easter dining in choices, 2026 & 2025

Agreement & disagreement statements about Easter, 2026 and change on 2025

Success of retailers at promoting or communicating Easter deals, 2026 and change on 2025

Retail drivers by category, 2026

Easter secondhand purchase penetration, 2026

Reasons for shopping secondhand for Easter, 2026

Reasons for not shopping secondhand for Easter, 2026

Overall food & drink penetration 2026 (by demographic) and 2025, 2024 penetration

Retailers shopped at for food & drink, 2026 & 2025

Retailers most shopped at for food & drink, 2026 & 2025

Drivers of food & drink retailer selection, 2026, and change on 2025

Consumers switching from their usual main retailer 2026 (by demographic) and 2025

Retailers consumers switched to, 2026 & 2025

Consumers using each channel for food & drink, 2026 & 2025

Consumers using each physical store type for food & drink, 2026 & 2025

Consumers using each device for food & drink purchases, 2026 & 2025

Consumers using each fulfilment option for food & drink, 2026 & 2025

Easter food & drink average spend, 2026 & (£) change on 2025

Cakes, chocolates & biscuits 2026 (by demographic) and 2025, 2024 penetration

Fresh meat & vegetarian alternatives 2026 (by demographic) and 2025, 2024 penetration

Fruit & vegetables 2026 (by demographic) and 2025, 2024 penetration

Non-alcoholic drinks 2026 (by demographic) and 2025, 2024 penetration

Alcoholic drinks 2026 (by demographic) and 2025, 2024 penetration

Breakfast foods 2026 (by demographic) and 2025, 2024 penetration

Frozen foods 2026 (by demographic) and 2025, 2024 penetration

Fish 2026 (by demographic) and 2025, 2024 penetration

Delicatessen products 2026 (by demographic) and 2025, 2024 penetration

Ready meals 2026 (by demographic) and 2025, 2024 penetration

Overall food & drink planned/impulse purchases, and by category, 2026

Overall gifts penetration 2026 (by demographic) and 2025, 2024 penetration

Retailers shopped at for gifts, 2026 & 2025

Who consumers bought Easter gifts for, 2026, and change on 2025

Drivers of gifts retailer selection, 2026, and change on 2025

Consumers using each channel for gifts, 2026 & 2025

Consumers using each physical store type for gifts, 2026 & 2025

Consumers using each device for gifts purchases, 2026 & 2025

Consumers using each fulfilment option for gifts, 2026 & 2025

Easter gifts average spend, 2026 & (£) change on 2025

Easter eggs & confectionery 2026 (by demographic) and 2025, 2024 penetration

Top 15 brands consumers bought Easter eggs & confectionery gifts from, 2026 & 2025

Other gift food 2026 (by demographic) and 2025, 2024 penetration

Other non-food gifts 2026 (by demographic) and 2025, 2024 penetration

Flowers & plants 2026 (by demographic) and 2025, 2024 penetration

Gift drink 2026 (by demographic) and 2025, 2024 penetration

Beauty & personal care 2026 (by demographic) and 2025, 2024 penetration

Overall gifts planned/impulse purchases, and by category, 2026, and change on 2025

Overall gifts personalisation, and by category, 2026, and change on 2025

Overall seasonal items penetration 2026 (by demographic) and 2025, 2024 penetration

Retailers shopped at for seasonal items, 2026 & 2025

Drivers of seasonal items retailer selection, 2026, and change on 2025

Consumers using each channel for seasonal items, 2026 & 2025

Consumers using each physical store type for seasonal items, 2026 & 2025

Consumers using each device for seasonal items purchases, 2026 & 2025

Consumers using each fulfilment option for seasonal items, 2026 & 2025

Average spend on Easter seasonal products, 2026, and (£) change on 2025

Cards 2026 (by demographic) and 2025, 2024 penetration

Gift wrap & accessories 2026 (by demographic) and 2025, 2024 penetration

Decorations 2026 (by demographic) and 2025, 2024 penetration

Crafts 2026 (by demographic) penetration

Outdoor gardening products 2026 (by demographic) and 2025, 2024 penetration

Homewares 2026 (by demographic) and 2025, 2024 penetration

DIY & home improvement 2026 (by demographic) and 2025, 2024 penetration

Clothing 2026 (by demographic) and 2025, 2024 penetration

Indoor plants & flowers 2026 (by demographic) and 2025, 2024 penetration

Electrical goods 2026 (by demographic) and 2025, 2024 penetration

Overall seasonal items fixtures & fittings purchases, and by category, 2026

Overall seasonal items planned/impulse purchases, and by category, 2026

Overall seasonal items personalisation, 2026

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