Spring Sales Surge: How retailers can win this Easter   

As the Easter holidays approach, retailers have more opportunity than ever to capture consumer attention and drive meaningful sales. In 2025, UK Easter spending surged by a record-breaking 11%, contributing to a remarkable £1.7 billion boost in seasonal retail performance. Easter is no longer a secondary calendar moment – it’s one of the most significant commercial opportunities of the year. 

With 43% of shoppers beginning their Easter preparations a month or more in advance, the brands that show up early – and strategically – will be the ones that win in 2026. 

Let’s explore the consumer mindsets shaping Easter spending and the strategies retailers should adopt to make the most of the season. 

The Three Consumer Mindsets Driving Easter Spend

1. Buying to Refresh

Easter marks the true beginning of Spring – and with it comes a desire for renewal. Consumers are looking to refresh their homes, wardrobes and lifestyles. Think vibrant home décor, outdoor dining essentials, garden accessories and lighter seasonal fashion. 

There’s also a clear link between rising temperatures and increased search demand across outdoor categories. As the weather improves, shoppers actively seek products that help them enjoy it.

2.Gifting With Meaning (Beyond Chocolate)

Easter gifting continues to evolve. While chocolate remains important, 36% of gifting purchases now sit outside traditional chocolate products. Shoppers are looking for indulgent treats, premium hampers and thoughtful presents that feel special. 

Importantly, 79% of people spend Easter Sunday at home – split between: 

• 21% hosting 

• 58% attending as guests 

That 58% presents a major impulse gifting opportunity. 

3. Celebrating Together

Easter is ultimately about gathering. Whether it’s a cosy roast indoors or a sunny garden barbecue, food sits at the heart of the occasion. 

Top-performing food categories include: 

• Traditional Easter staples (meat, sauces, baked goods) 

• Indulgent treats (chocolate, desserts, snacks) 

Shoppers are building larger baskets and planning shared experiences. Retailers who inspire meal solutions and celebratory moments can increase both basket size and brand loyalty. 

The Power of Discovery and Decision 

Easter shopping journeys increasingly start online. 

When consumers report discovering a new brand, product or retailer, platforms like YouTube are consistently present. 

This means visibility across Search and Video is no longer optional – it’s essential. 

Three Essential Actions for Retailers this Easter  

1. Show Your Range Early

With 43% of shoppers preparing a month or more in advance, early activation is critical. Use rich formats like YouTube Video View campaigns to inspire and build awareness before peak demand hits. 

2. Match Consumer Ambition

Not every shopper is the same. Some are trading up for premium experiences, while others are carefully managing budgets. Tailor messaging to speak to: 

• Premium gift seekers 

• Big-basket hosts 

• Budget-conscious families 

• Impulse guest gifters 

Meeting multiple motivations ensures broader reach and stronger consideration. 

3. Be Present at the Point of Demand

Performance tools such as Performance Max (PMax) with Location Extensions help ensure your brand is visible when and where demand peaks – particularly for store visits during last-minute Easter shopping. 

Capture both planned purchases and impulse gifting moments. 

Why Easter Matters More Than Ever 

Easter is a rare retail moment that combines scale, emotion and urgency. It rewards brands that balance inspiration with performance and early awareness with tactical conversion. 

• £1.7 billion seasonal surge  

• 11% year-on-year growth in 2025 

• 79% of consumers celebrating at home 

• 43% planning a month or more in advance 

• 36% of gifting spend outside chocolate 

Easter 2026 presents a golden opportunity to deepen consumer connections and drive significant growth. By understanding the refresh mindset, evolving gifting habits and the importance of at-home celebration, retailers can design campaigns that capture both the Big Shop and the impulse moments. 

Plan early. Inspire often. Be visible where discovery and decisions happen. 

If you’d like support maximising performance through CSS or FeedManager solutions, our team is ready to help you make Easter your strongest seasonal moment yet – Book a demo now!

Written by Ella O’Reilly