The Easter egg’s popularity may be cracking, with parents looking beyond traditional chocolate treats as seasonal presents for their children and switching to gaming gift cards instead.
Data from Tesco shows the Easter period last year recorded a 64 per cent increase in gaming gift card sales vs 2024, with experts suggesting they’re now being seen as more practical because of the longer-term entertainment they offer.
And the trend is already continuing in 2026, as Tesco reports a 14 per cent rise in gaming gift card sales during the run-up to Easter, compared to the same period last year.
This follows data from last year showing the average child received eight Easter eggs1, suggesting parents are increasingly looking for alternatives.
Rather than selecting specific games or accessories, many shoppers are opting for gift cards for gaming providers like Microsoft and PlayStation that offer a simple and flexible option that suits both parents and children, allowing recipients to choose what they want to spend on.
Top five selling gaming gift card brands
1. Steam – 34 per cent
2. Roblox – 23 per cent
3. Sony – 18 per cent
4. Xbox – 12 per cent
5. Fortnite/Epic – 11 per cent
Gaming’s popularity in the UK, particularly among young people, has been rising steadily according to Uswitch, with the number of gamers expected to reach 11.5m by 2027, a jump from 10.8m in 20232. Four in five UK gamers aged 16-24 (80 per cent) play online, the research also found.
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