As many of us prepare for a few days off, to celebrate with family and friends, and enjoy consuming chocolate, treats, and more, for others thoughts are turning to how to gain share and benefit from new opportunities in Easter 2027.

2027’s operating environment is likely to be similar to 2026’s

As developments over the last few years have shown, we should all expect the unexpected. However, without a significant change in the global economy, it is likely that the UK’s position, and that of its shoppers, will be similar in 2027 to that in 2026.

As noted in our Viewpoint Special: Spring Forecast as global risks intensify, the OBR downgraded the UK’s growth forecast to 1.1%, from 1.4%, reflecting fragile momentum and ongoing structural constraints. Although growth is expected to pick up slightly from 2027 onward, real household income growth is expected to be constrained, which implies continued pressure on consumer spending until at least next Easter.

Despite challenges, opportunities will remain

Our ShopperVista research shows that shoppers are celebrating more events, with 61% claiming they would celebrate Easter in 2026. This share has risen over recent years, up from 56% in 2024, suggesting that shoppers are looking to use Easter to celebrate with friends and families. In line with the rising number of shoppers claiming they will celebrate Easter, there has been a steady rise in the share of shoppers saying they will host guests at their homes.

Given the event’s potential growing popularity and shoppers’ willingness to host gatherings, we have identified three considerations that suppliers should be aware of when planning for Easter 2027:

1. Think food first, and be ready to compete or complement private label options

While confectionery and eggs, especially, will remain a staple for the event, in 2026, 58% of shoppers celebrating the event claimed they would buy food and groceries, and among those hosting, 84% will cook from scratch. Retailers can target shoppers who plan to cook from scratch in-store by grouping ingredients and using recipe QR codes to inspire them. Shoppers are increasingly turning online for new recipe ideas, creating an opportunity for brands to collaborate with recipe developers and target shoppers.

A roast meal is likely to remain the focus for many people, which will offer trade-up opportunities in categories like meat, and retailers and brands can encourage shoppers to trade up by highlighting quality cues. As we have seen at other events though, retailers are looking beyond the traditional meal with vegetarian and vegan mains, and flexitarian choices, which will provide more suppliers with the opportunity to benefit from the event than previously. For these suppliers, also consider how digital channels can help encourage shoppers to try a new product, or how loyalty programmes could be used similarly.

Another growing part of the market has been retailers’ premium dine-in options, which have been built around ‘premium plus’ private label options. The introduction of premium plus lines helps retailers target specific missions and occasions, something that suppliers must look to as an opportunity to dual-locate their products or play a role within a fixture that meets distinct shopper needs. However, to aid navigation, retailers and suppliers must link the product and mission together clearly for shoppers.

Meanwhile, for Easter, retailers have not shown the same level of innovation in creating new occasions or targeting emerging ones as they have for other events. There are opportunities for suppliers to take learnings from other seasonal events in the UK or globally that will help retailers extend their reach into more categories.

2. The gifting opportunity

Gifting is a growing opportunity for the Easter event. Nearly half of the shoppers celebrating Easter claim they plan on buying gifts, with 82% planning on purchasing a food-related gift. While most of the focus is on Easter eggs and other seasonal confectionery, as shoppers’ tastes and needs evolve there are chances to encourage them to purchase alternative snacks and treats.

For 2027, despite the expected ongoing economic challenges, there are going to be shoppers who can or want to occasionally trade up on specific items. There have been some examples of great NPD in recent years, mainly amongst retailers’ private labels, while brands can use the event to spotlight their investment too. Easter eggs have been a focus of NPD recently, and, with shoppers more willing to trade up to premium treat categories, retailers should invest in premium ranges and emphasise indulgence and innovative new flavours.

While shoppers focus on food-related gifts, retailers and suppliers have the chance to expand this into non-food categories. Home furnishings and seasonal decorations could provide gifting opportunities, especially if they are paired in some way with a food-focused item. In-store, this would require retailers and suppliers to collaborate to create shopper-focused product adjacencies, with food and non‑food items positioned close together to drive this additional spend.

3. Consider how AI could plan the event for shoppers, especially non-food purchases

Although only 10% of shoppers claimed they would use AI for gifting inspiration this year, the share is likely to rise for Easter 2027 as retailers’ AI tools become more ubiquitous and shoppers use them more. AI will play a more visible role in how people plan, shop and discover, blending convenience, personalisation and inspiration in one seamless flow.

AI’s growth will impact the path to purchase, and could see some shoppers switch where they browse, build baskets and purchase their products from retailers’ websites to AI-driven solutions. Meanwhile, for retailers who build their own agentic platforms, these tools could help shoppers find the best deals, plan whole events, and save time, making them very attractive to time-poor shoppers and those looking to save money alike.

2027: similarities and differences will require sustained preparation

Even though Easter 2026 is not finalised yet, attention will turn quickly to next year. Given the expected similarities in the country’s economic backdrop, learnings around shoppers’ willingness to trade up and how and where they will spend are likely to be vital in planning for 2027.

This will help inform where to invest in NPD or where collaborations with other food or non-food suppliers could support sales growth by enabling each party to attract different shoppers’ attention and enabling retailers to meet a wider range of shopper missions and occasions.

The growth of AI though could provide a substantial difference. However, the next 12 months could supply ongoing opportunities to learn about how shoppers use the technology. From the World Cup to Halloween and Christmas, there will be several chances for businesses to test, learn, and build with purpose.