What Happened During Easter 2018?

Source: ioli Macridi, Thursday, Apr 5, 2018
  • US consumers were expected to spend a total USD18.2 billion on Easter purchases, a decrease of 1.1% compared to 2017, but the second highest recorded spend
  • 28% of Easter celebrants planned to shop online, up from 16.8% in 2017
  • 81% of consumers were forecasted to celebrate the holiday spending an average USD150 per person, down from 2017’s USD152
  • On Easter Day, 57.9% of celebrants planned to cook a holiday meal (vs. 56% in 2017), 17% planned to go to a restaurant (vs. 16.5%) and 9.2% planned to shop in a store (vs. 9.3%)
  • Easter categories saw marginal changes in share of spend, with apparel and greeting cards seeing slight declines compared to 2017

Trends we observed this Easter season

  • Retailers used the Easter excitement to invite customers to their stores for childrens’ activities
    • Walmart announced that it was decorating Reese’s chocolate eggs in its stores and encouraged shoppers to join at one of its participating locations
  • Retailers resorted to traditional limited-time and last-minute seasonal deals with the goal of capturing a greater share of Easter shoppers
    • Dollar General sent repeated email communications promoting daily Easter deals to build a sense of urgency among shoppers
  • Retailers used Easter to support their customers through inspiration and recommendations for various holiday activities and traditions
    • Longtime inspiration leader Whole Foods suggested a variety of Easter brunch recipes for different tastes and encouraged shoppers to share their meals on social media
  • Retailers have been trying to leverage seasonal traffic to stretch consumer spend beyond traditional categories
    • Amazon used Easter, as well as previous holidays, to drive attention to its growing apparel assortment of both private label and national brands

Recommendations for Retailers & Suppliers:

  • Products that are specially created for Easter can help suppliers directly engage with and inspire customers, while giving them the opportunity to participate in the creative process through customisation options.
  • Seasonal exclusives are well suited for social media promotion and original website content, while retailers can leverage their differentiated range offering to generate store traffic.
  • Because gifting is a key consumer habit during Easter, retailers and suppliers can differentiate by offering services that assist customers in that process while creating a better shopping experience. Options include helping to build an Easter basket, offering wrapping services or simply giving tips and ideas based on the latest trends.
  • Brands can use major spending periods, such as Easter, to experiment with direct-to-consumer concepts through pop-ups or temporary store-within-a-store locations that enable them to directly interact with their customers and build brand awareness.