Brits continue Easter confectionery spending spree, says latest research

Brits have continued a strong spending pattern surrounding Easter spending, as latest figures reveal shoppers spent an average of £42.64 on chocolate gifts last year, writes Neill Barston.

Manufactures have continued to regard the key seasonal date as pivotal to the market, which remains instrumental in the category, despite constraints on many household budgets in the UK.

The latest studies, from Zilch, the consumer payments group, worked with major retailers including Sainsbury’s and Morrisons, examining transactions from last year, to determine consumers’ spending habits, in turn, highlighting what could be in store for retailers this year.

As the company added, its data shows that: In the week leading up to Easter 2025, Brits spent an average of £42.64 on chocolate, marking a 26% jump on the usual 2025 weekly average and highlighting the seasonal surge in sweet-tooth indulgence.

Moreover, as our title has previously reported, while major brands have 

Significantly, the midweek period proved particularly lucrative for chocolatiers, with spending peaking on the Wednesday before the long weekend, when consumers shelled out an average of £50.22

Furthermore, Zilch noted that Easter week spend has continued to increase year-on-year; average weekly spend ahead of the long weekend was up 15% in 2024 from 2023, and up a further 20% in 2025 compared to the year prior, so if this upward trend continues, retailers could see an even bigger boost to chocolate sales in the coming days

The data paints a clear picture for chocolatiers, grocers and any retailers selling Easter eggs and chocolate sweet treats as we head into the Easter week. Demand only accelerates ahead of the long weekend, offering a prime window to target shoppers who are treating family, friends.

Andreas Andreou, Chief Revenue Officer at Zilch, commented: “Our data reinforces that calendar moments like Easter are still key shopping moments for Brits.

“But when it comes to spending, we’re seeing more consumers using tools and platforms that help make their money go further. At the same time, these platforms enable retailers to get even closer to their customers, allowing them to see the full customer journey across online and in-store spending and giving them real-time insight into when and how shoppers are engaging. This means they can act on these moments instantly, targeting the right customers, with the right offers, at exactly the right time to maximise the potential of high-demand – yet increasingly competitive – periods like Easter.”