Luxury chocolate Easter eggs driving increased seasonal spend for Brits

Over 40% UK shoppers intend to spend more on Easter this year than last, leading to a projected total expenditure of £2.3bn, according to a new report.

GlobalData surveyed 2,000 UK adults for its latest UK Easter Intentions report, and found that shoppers planned to spend an average of £124.75 this Easter, which is £12.35 more than they did last year on average [March].

Food & drink and gifting items will drive increased expenditure in 2025, accounting for over 70% of shoppers’ budgets, the report found.

Of the shoppers intending to buy gifts, 46% were planning to buy luxury Easter eggs, the survey found.

“The UK consumers’ growing preference for luxury Easter eggs is strengthening year on year,” said GlobalData associate retail analyst Aliyah Siddika.

“The appeal of quality over quantity is driving this trend as luxury Easter eggs are more appealing to shoppers as they feature unique flavours and designs.

Marks & Spencer was “successfully capitalising on this preference”, said Siddika, citing the retailer’s Scrummy Bunny Munch Loaded Egg (rsp: £12), which is loaded with pretzel pieces, popcorn, mini eggs and jelly sweets.

“This unique offering caters to those shoppers seeking an alternative to the traditional milk chocolate Easter egg,” said Siddika.

Sales of baking kits and egg hunt variety packs are also set to soar ahead of Easter weekend, with 37% of consumers with children planning “to do more Easter-related activities this year”, according to GlobalData.

“The later date of Easter this year presents an extended opportunity for retailers to build momentum for the occasion,” Siddika added.