Shoppers reprioritise Easter spending as cost of living soars

Alastair Lockhart

Tue 4th Apr 2023


According to Savvy’s latest research, Easter spending is set to fall 8% to £947m, largely as a result of shoppers cutting back on the number of eggs they plan to buy, to help manage their budgets.

Spending on decorating homes and flowers are also set to decline. Only 26% of shoppers expect they’ll spend more this Easter, compared to last.

There are some areas of growth.  The research suggests an uplift in expenditure on food and drink to have over the Easter weekend and more people than ever plan to bake. 21% of Easter shoppers say they’ll make an Easter cake.

Despite shoppers’ plans to cut back spending on eggs, 80% will buy at least one, while 34% are going to buy other chocolates, according to the research.

30% of households expect they will have a roast on Easter Sunday. We anticipate retailers’ meal offers will be very popular.

With money tight, value is front of mind this year when planning for Easter. 75% of shoppers tell us they know where they can find the best value Easter eggs, and more than half of us plan to head to a discount supermarket, like Aldi and Lidl,  to buy Easter eggs and food. Only a third of us plan to splash out on trading up to buy more expensive luxury food this year.

It’s not just value, but values that shoppers are interested in, with 56% saying they’ll be looking out for sustainable Easter products.