thimbl 2026 Easter Egg-onomics Report

How the cost of living is reshaping Britain’s Easter egg spending

Easter may be one of the sweetest traditions in the UK calendar, but in 2026 it is becoming an increasingly expensive one. Rising food prices, changing household budgets and evolving consumer habits are all influencing how British families approach one of the most familiar seasonal purchases, the Easter egg.

To understand how spending is changing, thimbl.com surveyed 1,000 UK parents about their Easter egg buying habits this year. The results reveal a picture of cautious spending, small financial adjustments, and a few surprising behaviours around who Easter eggs are really being bought for.

The full survey data can be viewed here.

The average household Easter egg spend

Around 8 million UK households have dependent children living at home, and with the average household that celebrates Easter expected to spend £24 on chocolate eggs according to the survey, UK families could spend a total of £171 million on Easter eggs this year.

While this may appear modest per household, it highlights how quickly seasonal spending can accumulate. A household buying several eggs for children, partners, relatives or friends can easily see costs add up, particularly as chocolate prices have risen over the past year.

With millions of households participating in Easter traditions, even relatively small individual purchases combine to create a significant national market. The UK Easter egg economy is estimated to be worth hundreds of millions of pounds each year, driven by both family traditions and seasonal promotions across supermarkets and retailers.

However, the data suggests that many households are now thinking more carefully about how much they spend.

Cost pressures are changing how people buy eggs

The clearest signal from the survey is that consumers are adapting their spending habits.

More than one in three households (36%) say they are buying cheaper Easter eggs this year. This suggests many consumers are actively trading down to lower-priced options, supermarket own-brand products, or smaller eggs instead of premium alternatives.

Chocolate prices have been affected by a range of pressures in recent years, including higher cocoa costs, supply chain challenges and broader food inflation. As a result, even traditional seasonal treats have become noticeably more expensive.

For many households, switching to cheaper eggs allows them to maintain Easter traditions without increasing their spending.

At the same time, 27% of respondents say they plan to buy fewer eggs this year.

This behaviour reflects a common strategy during periods of financial pressure. Instead of abandoning seasonal purchases entirely, households simply scale them back. That might mean fewer eggs per child, fewer gifts for extended family members, or replacing large eggs with smaller alternatives.

Together, these two findings show that over half of parents are adjusting their Easter spending in some way, either by reducing quantity or choosing lower-priced products.

Easter eggs are not just for children

Although Easter is traditionally associated with children, the survey shows that adults are also playing a significant role in Easter egg spending. More than one third of people (34%) say they buy Easter eggs for their partner.

For many couples, Easter eggs have become a light-hearted gift similar to Valentine’s Day chocolates or Christmas stocking fillers. Retailers have increasingly leaned into this trend, offering premium chocolate eggs and gift-style packaging aimed at adult consumers.

The data also reveals a more personal trend: 16% of people say they buy Easter eggs for themselves. Self-gifting has become a broader consumer trend in recent years, particularly when it comes to small indulgences. Treating yourself to an Easter egg may seem trivial, but it reflects a wider shift in spending behaviour where consumers look for affordable moments of enjoyment even during financially uncertain times.

Easter eggs are being bought for a wider circle

Beyond children and partners, Easter eggs are also being purchased for a surprisingly wide range of people.

Many respondents said they buy eggs for relatives, friends and colleagues, turning Easter into a small social gifting occasion. In workplaces and extended families, Easter eggs often serve as an easy and affordable way to mark the holiday.

Some of the more unexpected recipients included neighbours, teachers and even local service workers with around 3% of respondents saying they buy Easter eggs for their postman.

Small purchases that add up

While a single Easter egg may not seem expensive, the survey highlights how quickly seasonal spending can grow. A household purchasing eggs for two children, a partner, and extended family members could easily spend £30 to £50 without realising.

These small seasonal purchases are often overlooked when people think about their finances, but they can have a noticeable impact when combined with other events throughout the year such as birthdays, holidays and Christmas.

Understanding where these smaller costs arise can help households make more informed spending decisions.

A changing Easter tradition

Despite financial pressures, the survey suggests that Easter remains an important tradition for many households.

Rather than disappearing, the tradition is simply evolving. Families are finding ways to celebrate while adapting to the realities of modern budgets. For some, that means choosing smaller eggs or supermarket options. For others, it means focusing on fewer but more meaningful gifts.

At the same time, the growing trend of buying eggs for partners, friends and even yourself shows that Easter is no longer just a children’s holiday. It has become a moment for small gestures, shared treats and affordable indulgence.

The findings in this report are based on a survey of 1,000 UK parents with at least one child aged 18 or under living at home, conducted in March 2026 by The Leadership Factor and commissioned by Thimbl.

Respondents were asked about their Easter egg purchasing habits, including how much they expect to spend, who they buy eggs for, and whether rising costs have influenced their decisions this year. Full survey data can be viewed here.

Average spend:

• Most families fall into the £11 - £30 spending range, accounting for over 45% of respondents. The rest are split between lower spenders, higher spenders, and those who never buy eggs.
• Using standard survey methodology (midpoint values for each spending band and excluding “Not sure” and “We never buy Easter eggs”), the weighted average is £24.09 per household, which rounds neatly to £24.

UK families' data:

1. Total UK families with dependent children = 8.0 million families. Source: Office for National Statistics — Families and Households, 2024
2. Percentage who do not buy Easter eggs = [10.1% : "Do not buy Easter eggs"] + [0.8% : £0 spend]. Therefore, total non-buyers = 10.9%
3. Percentage who do buy Easter eggs = 89.1%
4. Number of families expected to buy eggs : 8,000,000 × 89.1% = 7,128,000 families
5. Average spend per buying family = £24 (calculated from survey responses excluding non-buyers and "not sure")
6. Estimated total UK Easter egg spending : 7,128,000 × £24 = £171,072,000