But retailers’ concerns over Iran conflict loom large…

Retailers are gearing up for a more buoyant Easter in 2026, with new data pointing to a notable rebound in seasonal spending.

According to the latest findings from retail and marketing agency Savvy, 70% of UK shoppers plan to mark the occasion this year. Total Easter-related retail sales are forecast to reach £1.6Bn – representing a 14% increase compared to last year.

“After a subdued 2025 shaped by sharp cocoa-driven inflation, this year’s more stable pricing environment is helping to unlock spending,” commented Insight Director, Alastair Lockhart.

“Even so, value remains firmly front of mind – with 79% of shoppers saying they knew where to find the best value Easter eggs. At the same time, half expect to spend more than last year, suggesting that shoppers are balancing price awareness with a willingness to stretch budgets for the right products.”

However, the more optimistic Easter outlook sits against a backdrop of growing economic unease.

Separate research from the British Retail Consortium indicates consumer confidence has “collapsed” since the onset of the Iran conflict, with 64% of respondents expecting the state of the UK economy to worsen over the coming months.

Retailers are also bracing for potential knock-on effects. Next has already warned that war would likely impact its costs, selling prices and consumer demand, and it could restrain its growth in the Middle East.

Working on the assumption that disruption will last for three months, the retailer said it had factored in £15M of additional costs, including fuel and air freight. It underlines the fine line businesses are walking between recovering consumer demand and ongoing geopolitical uncertainty.