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Retail Occasions Series: UK Easter Intentions 2026

Publisher GlobalData
Published Mar 18, 2026
Length 23 Pages
SKU # GBDT21080628

Description

Retail Occasions Series: UK Easter Intentions 2026

Summary

The GlobalData Retail Easter Intentions 2026 report forms part of the Retail Occasions series, and offers a comprehensive overview of the retail occasion of Easter, analysing consumers' intentions for spending.

The proportion of UK consumers who intend to purchase, or have already purchased, at least one item for Easter has marginally declined versus 2025. This is the second consecutive year of modest decline, yet participation remains high and reinforces Easter as an integral occasion in the UK, ranking second only to Christmas. Easter celebrations are becoming more home focused this year, with a stronger intent to spend time with family and friends. Food & drink and gifting continue to underpin intended Easter spend, but the balance has shifted this year as food & drink has risen to become the leading category shoppers plan to purchase.

Scope
  • Purchases of food & drink ahead of Easter are already outpacing 2025.
  • Intentions to purchase gifts, food & drink, cards & gift wrap and other seasonal items have risen versus last year.
  • Friends have overtaken siblings, grandchildren and other family as favoured recipients of Easter gifts this year.
Reasons to Buy
  • Understand which products and categories consumers intend to purchase for Easter 2026.
  • Find out what consumers are planning to do to celebrate Easter in 2026.
  • Discover consumer opinions on Easter and how this differs by age and generation.

Table of Contents

23 Pages
Penetration, spending intentions, consumer attitudes
Methodology
Technical details: Consumer survey work
List of Figures
Proportion of all respondents that intend to buy an item for Easter, total (2025-2026), by demographic (2026) (%)
Demographic profile of a Easter intended shopper (2026) (%)
Top 15 activities consumers who intend to celebrate Easter are planning to do in 2026 (%)
Top 10 activities consumers who intend to celebrate Easter are planning to do in 2026, by age (%)
A comparison of ‘intention to buy’ and ‘already bought’, across Easter categories in 2026 (%)
Categories consumers intend to purchase and have already purchased for Easter, 2025 & 2026 (%)
Who consumers intend to purchase or have already purchased gifts for this Easter (2025 & 2026) (%)
A comparison of ‘intention to buy’ and ‘already bought’, across Easter subcategories in 2026 (%)
Types of Easter eggs/confectionary consumers intend to purchase or have already purchased (%) 2025 & 2026
Proportion of Easter intend/actual shoppers that plan to use/have already used the online channel, by age (%) 2026
Proportion of Easter intend/actual shoppers that plan to use/have already used the instore channel, by age (%) 2026
How consumers expect their spending on Easter to change in 2026, compared to 2025 (%)
Whether consumers intend to spend more, the same, or less during Easter 2026, by gender (%)
Whether consumers intend to spend more, the same, or less during Easter 2026, by age (%)
How much consumers plan to spend on food & drink during Easter 2026 (%)
How much consumers plan to spend on gifts during Easter 2026 (%)
How much consumers plan to spend on cards & gift wrap during Easter 2026 (%)
How much consumers plan to spend on other seasonal items during Easter 2026 (%)
Average intended spend by category during Easter 2026 (£s), overall and by gender
Agreement and disagreement with statements about Easter in 2026 (%)
Agreement and disagreement with statements about Easter by total consumers and those with children, 2026 (%)
Agreement and disagreement with statement “I plan to cut back on spending on Easter this year because of the financial pressures of the cost-of-living crisis”, by age, 2026 (%)

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