Maximising Easter: Key Insights for Retailers

As the Easter holidays approach, retailers are gearing up to leverage the unique consumer mindsets and behaviours that accompany this season. Understanding these insights is crucial for crafting effective marketing strategies that resonate with consumers. Let’s delve into three key consumer mindsets that drive Easter spending and the strategies retailers can adopt to make the most of this season.

Buying to Refresh: With Easter marking the onset of Spring, consumers are eager to refresh various aspects of their lives. From revamping their homes with vibrant decorations to updating their wardrobes with fresh fashion trends,

Choosing Easter Gifts: Easter gifts should give a sense of a special treat, whether it’s decadent chocolate eggs or unique presents. Consumers are willing to splurge on items that make this occasion truly special.

Celebrating Together: As the holiday unfolds, families and friends come together to celebrate. Whether it’s a cosy meal indoors or a barbecue outdoors, retailers can align their marketing efforts with this sense of togetherness by offering products and promotions that facilitate these gatherings.

In the UK, Easter festivities often revolve around gatherings, with a significant portion of Brits opting to celebrate either at home or by dining out. Moreover, there’s a notable correlation between rising temperatures and increased search trends across outdoor categories. This indicates that consumers are not only anticipating the change in weather but also adjusting their purchasing behaviours accordingly.
As retailers gear up for the Easter period, there are three essential tasks to focus on:

Show Your Range: Start preparing early to capture the demand for Easter-themed products. Utilise various channels, including video content, to inspire and inform consumers about your offers.

Match Consumer Ambition: Tailor your marketing to cater to different segments, whether it’s those seeking something unique or those looking to save money. This will capture a broader audience and drive brand consideration.

Nudge to You: Adapt marketing creatives to appeal to a broader audience, focusing on outdoor living and celebrating the arrival of Spring. By positioning your brand as a partner in their celebrations, you can strengthen brand awareness and build deeper connections with your audience.

Easter offers retailers a golden chance to build genuine connections with consumers. By grasping and utilising consumer mindsets and behaviours, you can tailor your marketing strategies adeptly to boost sales and increase engagement during this season.

To find out more about how you could work with Summit, drop us an email today.

Source: Google – Easter, Micropeak 2024