⏰ 3-4 min.
Navigating Easter 2026 for Precision Execution
In 2025, a late Easter converged with the sunniest April on record, sparking a massive surge in consumer activity. Retail sales volumes rose by 5.3% year-on-year, with food sales jumping 8.2% as shoppers embraced barbecues and outdoor gatherings
As we approach Easter 2026, the calendar is less forgiving. With the holiday arriving two weeks earlier in a likely cooler, wetter climate, your sales won’t be driven by the weather—they’ll be driven by the shelf.
The Rise of Intentional Indulgence
The 2026 landscape is more complex than the last. While Total Till Sales grew 4.1% in January 2026, unit volumes remained stagnant at -0.6% as shoppers “took stock” of personal finances. 
Consumers are becoming intentional, and the data reveals two critical shifts:
- The Value Gap: With cocoa inflation driving prices up by 16.7%, and many iconic eggs shrinking by up to 18%, the “value-for-money” equation is under intense scrutiny
- The Wellness Pivot: 1 in 4 UK households now prioritise health. Protein-based food sales are up 9.6%, and No/Low alcohol spirits have risen 8% early this year.
Category Outlook
Confectionery: “Self-eat” singles (Creme Eggs, Mini Eggs) account for 74% of early-season sales. If a shopper doesn’t buy a “Self-eat” single by March 1st, they are statistically less likely to purchase a luxury shell later in the season.
Alcohol: No/Low alcohol is the standout winner. No/Low spirits are up 8%, while No/Low cider has grown by 28%. In 2026, premium non-alcoholic options are being treated as a “social badge” rather than a compromise.
Health & Beauty: 2025 saw pharmacy and wellness spending up 11%. “Self-care” bundles (skincare, sleep aids, and aromatherapy) are seen as higher-value, longer-lasting gifts and major alternative to chocolate. For brands, this represents a higher margin opportunity but requires better secondary placement in-store.
Channel Polarisation
Shoppers are splitting their spend. Hunting for absolute value at discounters while selectively “trading up” for premium treats at high-end retailers. This leaves mid-market supermarkets in a difficult position, struggling to define their value proposition.
For brands, this means your execution strategy cannot be “one size fits all”. A premium Easter egg that flies off the shelf in M&S might languish in a discounter, while a “Price-Marked Pack” (PMP) is essential for the Lidl shopper.
Winner Channels
Discounters (Lidl +9.8%) and High-End (M&S +6.3%) are squeezing the middle market. Mid-tier retailers are seeing the slowest growth. Brands heavily reliant on these channels must ensure they aren’t lost in a sea of aggressive own-label promotions. No longer just for the weekly shop, Lidl and Aldi have become major players in seasonal gifting. Brands that have secured space here are seeing nearly double-digit growth.
Success depends on where you are. In a tighter market, brand loyalty (valued by 79% of shoppers) is only as strong as your shelf presence.
The Execution Blueprint
| Phase | Strategy | Focus Category |
| T-Minus 4 Weeks | The Early Build: Establish secondary placements for non-perishable gifting. | Confectionery & Premium Spirits |
| T-Minus 2 Weeks | The Wellness Pivot: Audit shelves for high-protein and no/low alcohol alternatives. | Health & Beauty, Food & Beverages |
| Peak Week | The Compliance Blitz: Ensure 100% FSDU (Floor Standing Display Unit) visibility. | Fresh Food & Seasonal Gifting |
| Post-Easter | The Rapid Rotation: Swiftly transition from Easter themes to Spring/Summer essentials. | All FMCG |
Precision Execution, Not Seasonal Luck
Imagine heading into the bank holiday weekend with total confidence, knowing your brand isn’t just “on the planogram”, but is actually on the floor and fully compliant. Reach removes the guesswork of an early Easter. By blending AI-powered insights with the UK’s most agile field force, we ensure your high-margin gift sets and New Product Developments (NPD) are activated exactly where the data says they’ll sell. No more “backroom bottlenecks” or missed impulse opportunities, just standout activation that converts intentional shoppers into loyal customers.
