UK consumers are expected to spend a total of £2.3 billion on Easter this year, with more than 40% of shoppers saying they plan to spend more than they did in 2024. The findings, published in GlobalData’s UK Easter Intentions report, point to food and drink, along with luxury Easter eggs, as the biggest areas of expenditure.
The report links the increased spending to the later Easter date of 20 April, which may encourage more outdoor socialising and higher demand for seasonal goods like alcoholic drinks and garden furniture.
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“With Easter falling three weeks later than last year, the potential for warmer weather should prompt retailers to focus on products that support social gatherings,” the report notes.
Food and drink lead the way
Shoppers are expected to spend an average of £124.75 this Easter—£12.35 more than in 2024. According to GlobalData, over 70% of this will be directed towards food, drink and gifts. Among gift-givers, 46% say they plan to buy luxury Easter eggs this year.
Aliyah Siddika, Associate Retail Analyst at GlobalData, said: “The UK consumers’ growing preference for luxury Easter eggs is strengthening year-on-year. The appeal of quality over quantity is driving this trend.”
Retailers such as Marks & Spencer have already responded to this demand, with products like the ‘Scrummy Bunny Munch Loaded Egg’, priced at £12 and packed with extras like popcorn and pretzels.
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By GlobalDataSiddika describes this as “a unique offering” that appeals to shoppers seeking something beyond the standard milk chocolate egg.
Families looking for experiences
The research also shows that 37% of parents plan to engage in more Easter-related activities with their children this year—an 8 percentage point rise on 2024. This increased interest in family-centred activities is expected to further support retail sales in the lead-up to the holiday.
“While parents are eager to celebrate Easter with their families, they are also feeling the financial pinch,” Siddika said. “This creates an opportunity for retailers to offer products that not only enhance the Easter experience but also provide value for money.”
Items such as craft kits, baking sets and at-home egg hunt packs are among the products expected to attract interest from families looking for affordable ways to mark the occasion.
Retailers urged to plan ahead
GlobalData suggests that the timing of Easter presents a chance for retailers to build anticipation over a longer period. “The later date of Easter this year presents an extended opportunity for retailers to build momentum for the occasion,” Siddika said.
She added that limited-time discounts and bundled offers will likely appeal to value-conscious shoppers in the final week before Easter, while in-store events like egg hunts, craft sessions or food demonstrations could help increase footfall and encourage impulse buying.
GlobalData’s findings underline the continuing importance of Easter for UK retailers, particularly those in food, drink, gifting and family-oriented categories.
