How to win Easter in 2026

The 40 days of Lent in the run-up to Easter give shoppers plenty of time to prepare and stock up on seasonal goods. With Pancake Day just passed, retailers are already stocking Easter eggs while shoppers begin thinking about where to buy their lamb.

This year, our events research showed that 61% of shoppers plan on celebrating Easter, making it the fourth most widely celebrated event after Christmas Birthdays and New Year.

Pancake Day: a family‑led occasion

Pancake Day is celebrated by over a third of shoppers, with the highest participation among those aged 35–44, as it is an occasion that children often enjoy. Traditionally, a day to use up surplus ingredients before the Lent fast, it now presents a commercial opportunity.

72% of those celebrating the day purchase food or ingredients, creating opportunities for retailers to drive seasonal spend. Retailers increasingly encourage shoppers to pick up speciality items, with condiments, confectionery and ready-made pancakes widely available. While indulgence remains at the forefront, many brands are tapping into demand from health-conscious shoppers with protein-enriched offerings.

Very few Pancake Day celebrators host guests at home, suggesting it is primarily enjoyed within the family unit. Retailers can therefore appeal to family-oriented shoppers by showcasing child-friendly products, appealing packaging and indulgent ‘treat’ cues. This year, the traditional marketing tactics for Pancake Day celebrations will likely be impacted by HFSS restrictions, so brands and retailers will have to be creative in how they approach seasonal marketing.

The Easter gifting mission

As Easter approaches, indulgence again sits at the heart of celebrations. Brands and retailers are already stocking Easter eggs and other themed confectionery. 44% of those celebrating Easter plan to buy gifts, and unlike other holidays, these gifts are primarily food‑related.

Easter chocolate: branded favourites and novelty releases

Shoppers are also more likely to buy branded products, with more choosing recognised brands like Lindor over private label alternatives. Many people have an emotional attachment to chocolate brands, with our category benchmarks data showing that familiarity with the product and brand ranks higher as a deciding factor than the average across categories.

Products such as Crème Eggs and Mini Eggs have been seasonal staples since the 1960s and are now emblematic of the occasion. Their cult status and small pack sizes have cemented them as a popular choice, particularly for the significant number of shoppers who self‑gift during the holiday.

Private label’s growing visibility at Easter

However, while branded Easter products dominate gifting spend, there has been a rise in private label offerings. Last year, many retailers thought outside the box, such as the sold‑out M&S custard crème egg that went viral.

For 2026, retailers have continued to appeal to biscuit‑loving Brits with a range of novelty releases, such as the Aldi Jammy Wheel egg and the Morrisons caramelised biscuit egg. This year, many shoppers claimed they bought something they wouldn’t normally buy, indicating that in these treat categories, there is plenty of room for novelty and innovation.

However, price remains very important, as shoppers are planning to buy items on promotion. Products can stand out from the competition through strong activations that spotlight appealing promotions.

Want to find out more?

If you want to hear more about how shoppers plan to behave this Easter, stay tuned for our upcoming 2026 events research, available on ShopperVista on 27 March. Additionally, we will soon uncover the top Easter activations and key themes of the year in our Easter 2026 report, available from 7 April on Retail Analysis.