UK | Over 40 percent of UK Easter shoppers have reported that they intend to spend more this year, leading to a projected total expenditure of GBP 2.3 billion. This surge in spending will be driven primarily by food and drink and luxury Easter egg purchases.
With Easter falling on the 20th of April 2025, three weeks later than last year, retailers should prepare by promoting alcoholic beverages and outdoor furniture amid the potential for a warmer Easter bank holiday weekend. This focus will encourage consumers to engage in outdoor activities and social gatherings.
GlobalData’s latest UK Easter Intentions report revealed that Easter remains an essential event for consumers, with shoppers planning to spend an average of GBP124.75 to GBP12.35 more than last year.
Food, drink, and gifting are expected to dominate spending, accounting for over 70 percent of shoppers' Easter budgets. Purchases of luxury Easter eggs will boost gifting sales, with 46 percent of Easter gifting shoppers planning to buy these items this year.
“The UK consumers' growing preference for luxury Easter eggs is strengthening year-on-year. The appeal of quality over quantity is driving this trend, as luxury Easter eggs are more appealing to shoppers as they feature unique flavours and designs,” said Aliyah Siddika, Associate Retail Analyst at GlobalData.
“Marks & Spencer is successfully capitalising on this preference ahead of the event with its 'Scrummy Bunny Munch Loaded Egg', priced at GBP 12.00, which is filled with treats such as pretzels and popcorn. This unique offering caters to those shoppers seeking an alternative to the traditional milk chocolate Easter egg.”
Thirty-seven percent of consumers with children agree that they "plan to do more Easter-related activities this year”, an 8ppt increase from 2024. Parents' enthusiasm for seeking out activity-based products to mark the occasion is expected to boost spending ahead of the event.
“While parents are eager to celebrate Easter with their families, they also feel the financial pinch and will be more selective about their spending. This creates an opportunity for retailers to offer products that enhance the Easter experience and provide value for money.”
Retailers must focus on Easter products that emphasise family time, such as DIY Easter craft kits, baking kits and at-home Easter egg hunts to encourage spending from parents of young children.
“The later date of Easter this year presents an extended opportunity for retailers to build momentum for the occasion. Retailers should reserve limited-time discounts and bundle deals for Easter to keep shoppers engaged. Hosting Easter-themed events, such as instore egg hunts, crafting workshops, or cooking demonstrations closer to the occasion will also help to attract families and encourage impulse purchases.”
