Easter sales forecast to rise by 14% as shoppers balance value with higher spending

Easter is set for a stronger performance in 2026, according to the latest insights from retail and shopper marketing agency, Savvy.

Carried out across a representative sample of 1,000 UK shoppers, its findings indicate that 70% plan to celebrate the occasion, with total retail sales for the event forecast to reach £1.6bn – up 14% year-on-year.

Alastair Lockhart, insight director at Savvy, said: “After a subdued 2025 shaped by sharp cocoa-driven inflation, this year’s more stable pricing environment is helping to unlock spending.

“Even so, value remains firmly front of mind, with 79% of shoppers saying they knew where to find the best value Easter eggs. At the same time, half expect to spend more than last year, suggesting shoppers are balancing price awareness with a willingness to stretch budgets for the right products.

“Retailers are adapting accordingly. With HFSS restrictions banning traditional multi-buy promotions, we are seeing a noticeable increase in price promotions to help to maintain volume.”

The research also found that 62% of shoppers planned to treat themselves to higher-quality food and drink this Easter. However, Lockhart added: “Growth is not limited to the very top end of the market. There’s activity in premium mid-tier innovation, such as Cadbury’s Dairy Milk Biscoff egg and Toblerone’s The Edgy Egg featuring premium truffles, which combine familiarity with novelty at an accessible but elevated price point.”

Spending on food to eat at home is also expected to grow strongly, tracking a trend Savvy has reported on for other calendar events in 2026. That said, 45% of those celebrating Easter plan to visit a pub or restaurant over the long weekend.