Families heading to the 2026 Sydney Royal Easter Show this Easter weekend will once again find one tradition drawing some of the biggest crowds: showbags. While the annual event at Sydney Showground, Sydney Olympic Park, features agricultural displays, entertainment, carnival rides and food, the colourful rows of themed bags continue to be one of the event’s biggest attractions.
The 2026 Sydney Royal Easter Show is running from April 2 to April 13, with Easter Sunday expected to attract one of the largest crowds of the festival. Thousands of visitors are expected to make their way through Sideshow Alley, where hundreds of themed showbags are available for children and adults.
For many Australian families, buying a showbag is more than a shopping stop—it’s an annual tradition that has been part of the Easter Show for generations.
More than 100 years of Australian tradition
According to the Royal Agricultural Society of NSW (RAS), the first showbags appeared at the Sydney Royal Easter Show in 1909. They began as free sample bags distributed by companies promoting everyday household products rather than the colourful merchandise-filled bags people know today.
Those early giveaways often contained products such as tea, soap, cheese, honey or washing powder. As the event grew in popularity, businesses began creating branded bags filled with treats and promotional items, eventually transforming them into one of Australia’s most recognisable attractions.
More than a century later, the tradition remains a defining part of the Sydney Royal Easter Show and continues to attract families every year.
Why showbags still attract huge crowds
Despite new rides, entertainment and interactive exhibits being added to the Easter Show each year, showbags continue to hold a special place for visitors.
Children often spend weeks deciding which bag they want before arriving, while parents prepare for the familiar negotiation over how many bags can fit within the day’s budget.
Today’s selection ranges from chocolate favourites and classic confectionery to licensed bags featuring popular movies, television characters, gaming franchises and sporting brands. Long-time favourites such as Bertie Beetle remain just as popular with adults looking to relive childhood memories.
That mix of nostalgia and modern pop culture has helped showbags remain relevant across multiple generations.
Families visiting during the busy Easter holiday period may also be interested in the latest KFC Australia breakfast rollout, one of several major food launches taking place around the country this year.
A major business behind the colourful displays
Behind every showbag stand is months of planning. Suppliers work throughout the year to secure licensing agreements, source products and prepare stock before the Sydney Royal Easter Show opens.
Modern showbags often include chocolates, toys, drink bottles, backpacks, stationery, games, collectibles and exclusive branded merchandise. While prices have increased over the years, many families continue to see them as an essential part of the Easter Show experience.
Industry veteran Belinda Whitby has previously described the excitement around showbags as similar to the anticipation children feel on Christmas morning, highlighting the emotional connection many Australians have with the tradition.
Unlike rides or food, a showbag gives children something tangible to take home, helping extend the memories of the day long after they leave the showgrounds.
Easter Sunday expected to be among the busiest days
Easter Sunday traditionally draws some of the largest crowds of the Sydney Royal Easter Show as families take advantage of the long weekend.
Visitors should expect longer queues for popular rides, food vendors and showbag stalls, particularly during the middle of the day. Organisers recommend purchasing tickets in advance and checking transport information before travelling to Sydney Olympic Park.
Beyond the famous showbags, the event continues to showcase Australia’s agricultural heritage through livestock competitions, woodchopping championships, produce displays, live entertainment and educational exhibits that have remained central to the show for decades.
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Visitors planning more Australian events later this year may also be interested in the Harvest Rock 2026 festival lineup and event details, another major event expected to attract large crowds.
More than 100 years after the first sample bags were handed out, showbags remain one of the Sydney Royal Easter Show’s most enduring traditions. While the contents continue to evolve with changing trends, the excitement of choosing the perfect bag remains a memorable part of Easter for generations of Australian families.
For official event schedules, ticket information and visitor updates, visit the Sydney Royal Easter Show website.
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