Britons set to spend GBP £2.39bn on Easter goodies

Britons are expected to spend £2.39 billion on Easter goods and activities this year, according to research from Parcelhero, a 4% increase on estimated spending last year.

Shoppers are likely to spend across chocolate eggs, meals out, Easter cards and gifts, including toys. Parcelhero estimates the rise will add £92 million to Easter spending compared with 2025, although the growth rate is lower than the 8% increase recorded a year earlier.

It linked the slower pace of growth to more cautious consumer behaviour amid concern over the conflict involving Iran. Even so, the figures suggest Easter remains a significant seasonal trading period for both high street and online retailers.

Chocolate eggs account for a large share of the spending, with Britons expected to spend more than £400 million on Easter eggs alone. Between 80 million and 90 million eggs are sold in the UK each year.

The research found that children receive an average of eight eggs. It also pointed to a market for higher-priced products aimed at adults, with 46% of gift shoppers planning to spend about £30 on premium eggs from brands such as Hotel Chocolat.

Food and drink for the long weekend are expected to generate another £415 million in spending. Beyond groceries and confectionery, the figures indicate that Easter continues to support a broader mix of seasonal purchases and outings.

Among people planning to take part in Easter events, 72% will buy gifts, 35% will spend on special meals, and 20% will pay for days out or travel. The figures suggest retailers across categories, from gifts to leisure, may see a seasonal lift, even as households remain selective in other areas.

One area of decline is greeting cards. Only 10% of people celebrating Easter plan to send one, down 12% from last year, marking a notable drop in one of the more traditional parts of the holiday market.

Delivery demand

Couriers are likely to see higher volumes as consumers send gifts to friends and family they will not meet over the bank holiday. Items being shipped include Easter craft kits, home decorations, baking kits, egg-hunt materials, garden goods, and toys such as chicks and bunnies.

That reflects the continuing role of home delivery in seasonal spending, particularly for households using online shopping to organise celebrations and send presents. It also points to a shift away from a narrow focus on confectionery towards a wider range of Easter-themed goods.

Parcelhero compared this year's expected growth with figures from retail intelligence firm GlobalData, which put total Easter spending last year at £2.3 billion, and market researcher Mintel, which reported 8% year-on-year growth in Easter products. On that basis, the market is still expanding, but at a slower rate than in the previous year.

David Jinks, Head of Consumer Research at Parcelhero, said the slower growth was not expected to undermine the season for retailers. "A slight decline in the rate of growth of Easter spending is still not likely to dent the season too much for retailers or shoppers," he said.

He added, "The indications are that this Easter will still put a spring in retailers' steps."

Shipping warning

Alongside the spending forecast, Parcelhero urged consumers to be careful about which items they choose to post. Fragile chocolate eggs may be less suited to parcel delivery because packaging has become less protective as producers reduce plastic use.

Jinks said this could leave eggs more exposed during transport through sorting centres, vans, conveyor systems and, for international deliveries, aircraft handling and customs inspections.

"While it's great to send gifts, we recommend people think twice before shipping a fragile egg. Chocolate eggs are less robustly packaged than in previous years because of the crackdown on unnecessary plastics used in packaging. That's great for the environment but not so great for chocolate lovers. Parcels are subject to the pressures of being transported in vans and trucks between sorting centres and they are transferred by conveyor belts. If you're sending chocolate eggs overseas, they will also need to withstand being transferred into the bellyhold of aircraft and being handled and inspected by Customs. An item as fragile as a thin shell of chocolate is unlikely to survive these experiences intact," said Jinks.

The warning highlights a practical tension for Easter shoppers as demand for gift deliveries rises while packaging standards change. Consumers sending presents to loved ones may be better off choosing more durable items such as craft kits, toys, decorations or baking-related gifts.