The Institute of Grocery Distribution (IGD) has been studying the impact of Easter on retail and has noticed a shift in buyer - and supplier - behaviour.
While Easter has traditionally been about sweet treats for stores, this year’s activations demonstrate it’s evolved far beyond just chocolate.
HFSS regulations in England, commercial pushes from brands and evolving consumer habits have paved the way for a broader, more dynamic approach to seasonal retail. Everything from Easter crackers and floral wreaths to festive trees, alongside a renewed focus on the Easter roast, have turning the occasion into a multi-category celebration, the IGD suggests.
According to IGD’s latest ShopperVista research, 61% of UK shoppers plan to celebrate this year. Plus, 44% plan to buy gifts - primarily food-focused - which reflects the opportunity Easter plays for incremental basket spend.
While established branded products dominate the gifting landscape, private label innovation is gathering pace. Many shoppers have already reported buying something new and unexpected, underscoring the appetite for novelty and creative products in treat-led categories.
Despite the focus on indulgence, price remains a significant factor as shoppers actively seek promotional offers. Product activations that spotlight value through compelling deals are proving vital for brands hoping to stand out in a competitive market.
Seth Russell, retail insights analyst at the IGD, said: “This year’s Easter activations demonstrate that with a bit of creativity and a willingness to break the mold, retailers can unlock new seasonal opportunities. Whether it’s exploring untapped categories, creating immersive experiences, or simply reimagining the classics, there are plenty of useful learnings that can be applied across other seasonal events as the year unfolds.”
IGD’s Easter 2026 report launches on 7 April, available to its Retail Analysis subscribers.
No comments yet