Easter egg promotions surge despite government multibuy ban
Published on The Grocer
Supermarkets are running more promotions on Easter eggs this year than last – the first since the government ban on multibuys.
Two-thirds (67.1%) of the 963 Easter eggs on sale at Asda, Morrisons, Tesco, Sainsbury’s and Waitrose were on a promotion on Sunday 15th March, with three weeks to go until Easter, analysis of Assosia data by The Grocer shows. On the comparative Sunday last year, the same retailers were selling 56.6% of their 1018 SKUs on promotion.
All retailers bar Asda have upped the number of deals across their range, with the biggest rise at Waitrose, which jumped from 39.2% to 63.2% bringing it in line with peers.
Last year one in five Easter chocolate deals in the full-range supermarkets were multibuys, but these have been banned since October 2025 under rules to stop volume-based deals on HFSS products. Supermarkets have switched to price-cut promotions and ramped them up in store.
Published on The Grocer, 19th March 2026.
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