UK shoppers are expected to spend £1.4bn on Easter celebrations in 2025, according to the latest findings from the Savvy Shopper Panel – an online survey of a nationally representative sample of 1,010 UK shoppers. This represents a 6% increase on the 2024 market size, when soaring cocoa prices helped fuel an exceptional spike in Easter spending.
Easter celebrations centred at home
This year, 63% of UK shoppers plan to celebrate Easter – rising to 84% among young families. With many choosing to mark the occasion at home to better manage budgets, food and drink continue to be standout categories.
- Easter eggs remain the most purchased item, with 82% of celebrants planning to buy them
- Mini eggs (51%), other chocolate (48%), roast dinner ingredients (42%), and soft drinks (36%) are also among the top categories
Premium treats but savvy mindset
Despite ongoing cost-consciousness, shoppers are willing to trade up. Two-thirds (67%) say they enjoy treating themselves to higher-quality food and drink at Easter. Meanwhile, 55% expect to spend more than they did in 2024.
However, savvy behaviours persist. 79% say they know where to find the best-value Easter eggs, underlining the role of smart shopping strategies in seasonal planning.
Innovation and inspiration
Innovation is a key opportunity for retailers. While 61% of shoppers are keen to try new food or drink products, 46% feel that current Easter ranges lack inspiration.
- Limited-edition items appeal to 53%
- Sustainability is a growing priority, with 70% seeking more sustainable choices where available
Where shoppers turn for Easter inspiration
Social media continues to shape buying behaviour, with 38% of Easter shoppers saying they’re influenced by platforms such as Instagram and Facebook. However, supermarkets remain the primary source of inspiration:
- 70% of shoppers turn to supermarkets for ideas
- Comparatively, Google (27%), Facebook (24%), and Instagram (23%) lag behind
Supermarkets also maintain clear range authority in Easter eggs, especially among families, reinforcing their position as the go-to for seasonal planning.
AI enters the mix
One of the most notable shifts this year is the rise of AI in Easter planning. Nearly one in three shoppers (29%) say they will use AI platforms like ChatGPT or Gemini for seasonal inspiration. This rises to a staggering 57% among 18-34 year olds.
AI models are becoming more relevant thanks to rapidly improving capabilities, especially real-time recommendations from internet-connected platforms. Savvy expects this trend to accelerate, with AI playing a greater role in seasonal missions over the coming years.
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