Easter has always been an important moment in the retail calendar, but in 2026 it gives a clear view of how consumers are balancing caution with celebration. People are still spending, but they are making more deliberate choices about where that money goes.

New research from Savvy, based on a representative sample of 1,000 UK shoppers, shows that 70% plan to celebrate Easter this year. In fact, total retail sales are expected to reach £1.6bn, up 14% year on year.

After a more subdued 2025, driven in part by cocoa inflation, the category is recovering. But it is not simply returning to previous behaviour; what is emerging is a slightly more intentional consumer.

Value means something different now

Value continues to shape decision-making, but it is no longer just about price. Almost eight in ten shoppers say they already know where to find the best value Easter eggs. Consumers are informed and prepared, yet at the same time, around half expect to spend more than they did last year.

What lies underneath this is a more considered set of trade-offs; shoppers are asking themselves whether something feels worth it, whether it still delivers a sense of treat, and whether they are making a sensible decision overall.

For brands, this changes the challenge. Competing on price alone is unlikely to be enough. Instead, value needs to feel justified.

A shift towards selective indulgence

Despite ongoing cost pressures, indulgence remains a key part of the Easter celebration. 62% of shoppers say they plan to treat themselves to higher-quality food and drink this Easter.

However, this is not a straightforward move to premium. What we are seeing instead is more selective upgrading; shoppers are willing to spend a little more in specific areas, while likely holding back elsewhere.

New products such as Cadbury’s Dairy Milk Biscoff egg or Toblerone’s Edgy Egg sit comfortably in this space; they feel familiar, but with enough difference to justify the spend.

This reflects a broader pattern; smaller indulgences are being protected, while larger discretionary purchases remain under more pressure.

A gap between expectation and what is on offer

What’s most interesting is the gap between what people want to buy and what’s actually available. The survey also found that nearly half are actively seeking limited-edition Easter products, and 58% are interested in trying something new. Yet 46% say that Easter ranges feel uninspiring.

This suggests that while consumers are open to new ideas, many current ranges are not delivering enough differentiation or interest to stand out.

From a research perspective, this is where the most useful insights are for brands operating in this space. There is a clear opportunity for more new and exciting products that can be categorised as treats by consumers .

What this means for brands

So far Easter 2026 suggests we have a consumer who is more informed, more selective, and yet still motivated by emotion and reward.

More importantly, it highlights where the market is not fully keeping pace. There is a clear opportunity to better balance value with excitement, to introduce innovation that feels accessible rather than niche, and to broaden what Easter can look like beyond traditional formats.

At Clusters, these are the consumer insights that matter most. Not just understanding what consumers are doing, but identifying where expectations are moving faster than the category is responding.

A useful snapshot of wider behaviour

Although Easter is a relatively short window, it offers a strong indication of broader consumer trends.

People are still spending but they have become more deliberate about how and where they spend. They are still looking for enjoyment, for small moments of indulgence, and for ways to connect with others, but on terms that feel justified.

For brands and retailers, the focus should be on understanding how these expectations are evolving, and responding with propositions that genuinely feel worth it.

Interested in learning more about your audience? Get in touch and we’d be happy to explore it with you.