Many shoppers influenced by social media as Easter 2026 spending is set to boom in UK

Easter is set for a stronger performance in 2026 according to research 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 £1.6 billion - up 14% year-on-year. 

Alastair Lockhart, Insight Director, comments: “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 that 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.” 

Savvy’s research found that 62% of shoppers planned to treat themselves to higher quality food and drink this Easter, and the firm reported seeing continued range development in super premium chocolate eggs.

Lockhart says: “Growth is not limited to the very top end of the market – there is 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.” 

The appetite for something different is reflected more broadly in the data. 49% of shoppers said they were actively looking for limited edition Easter products, while 58% were interested in trying new Easter food or drink.

Yet there was also a clear gap to address - 46% felt that Easter products in shops were boring or lacked inspiration. Savvy says that the tension points to a further opportunity for brands and retailers to deliver more creativity and differentiation in-store. This is becoming increasingly important as more shoppers turn to social feeds for inspiration. 

Particularly notable when shoppers are buying for wider social circles rather than close family, some shoppers are turning to sugar confectionery alternatives over pricier chocolate eggs. Items such as M&S’s special edition Easter Percy Pigs, Haribo Eggs Galore, and Maynards Jelly Babies Chicks are well placed to benefit, offering a combination of novelty and affordable gifts. 

Spending on food to eat at home is 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. 

33% of those surveyed said they were influenced by social media when choosing Easter food and gifts, rising slightly to 35% for short-form video content such as TikTok and Instagram Reels. Meanwhile, 30% expected to use AI tools for inspiration this year. 

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.