Category advice: Easter

Easter, a major holiday, provides retailers with a prime opportunity to boost sales across diverse categories such as confectionery, flowers, cards, and alcohol. In 2024, Easter Sunday falls on March 31, presenting various avenues for retailers to prepare for the occasion.

Strategic Preparations:

Before Christmas arrives, it’s crucial to contemplate the categories you want to spotlight for your Easter offerings. Easter eggs and Easter-themed confectionery stand out as key drivers for sales during this period.

Consumer Trends:

Research from SparkEmotions reveals that 85% of adults in the UK purchased Easter eggs last year. To capitalize on this trend, consider creating a dedicated fixture for seasonal confectionery and leverage social media to promote your Easter egg range.

Social Media Engagement:

Utilize social media platforms to showcase products suitable for Easter gifts, egg hunts, or baking. Everyday baking items can complement your fixture and contribute to increased sales.

Promotions and Deals:

Display deals and promotions on flowers, seasonal decorations, and cards. By offering a comprehensive Easter range beyond confectionery, retailers can enhance incremental sales.

Strategic Placement:

Strategically place flowers or gift cards near your Easter egg offerings to drive incremental and impulse purchases.

Extended Weekend Opportunities:

Easter marks the only four-day bank holiday weekend of 2024, providing ample opportunities for gatherings with friends and family. Retailers should build and promote their “big-night-in” offerings, featuring soft drinks, alcohol, and sweets in dedicated sections.

Retailers must plan ahead to maximize the potential of Easter. This involves carefully considering your offerings months before the holiday. With Easter starting slightly earlier next year, retailers can strategize to build momentum from holidays close to Easter, seizing opportunities to drive sales and promotions both before and after the main event.

Three-Phase Approach: “To make the most of the season, retailers should split Easter into three phases,” advises Susan Nash, Trade Communications Manager at Mondelez International.

1. Fast Start (1 January to Valentine’s Day): Initiate a rapid start to the Easter season.
2. Building Momentum (Valentine’s Day to Mother’s Day): Continue momentum from mid-February to early March, aligning with holidays like Valentine’s Day and Mother’s Day.
3. Gearing Up for a ‘Gift Finish’ (Final Three Weeks): Intensify efforts and promotions in the final three weeks leading up to Easter.

Evolution of Easter Offering: Evolve your Easter offerings in terms of ranging, promotion, and product placement as you approach the event. Start by planning early and gradually introduce Easter products, such as Creme Eggs or Mini Eggs, between Christmas and the new year. The five to six months leading up to Easter are deemed critical.

Retailer Insights: Serge Khunkhun from One Stop Woodcross in Wolverhampton, West Midlands, emphasizes the importance of getting Christmas gift offers settled early and seamlessly transitioning into the new year. Begin introducing Easter products gradually between Christmas and the new year, and then systematically incorporate Easter products, recognizing the critical period in the five to six months before Easter.

Product News

• Mondelez International’s ‘Find the Winning Egg’ Campaign: In 2024, Mondelez International is reviving its thrilling ‘Find the Winning Egg’ campaign. Shoppers are encouraged to be on the lookout for a special Cadbury Creme Egg with the chance to win a cash prize of up to £10,000. Retailers selling a winning egg also stand to win up to £1,000.
• New Addition to Cadbury Creme Egg Lineup: Mondelez International is expanding its Cadbury Creme Egg offerings with the introduction of the Cadbury Creme Egg Tablet. This exciting new format is set to be released next year, adding a fresh dimension to the beloved Cadbury Creme Egg lineup.
• Innovative Launch from Kervan Gida: Dexters Dynaeggs: Kervan Gida has recently launched Dexters Dynaeggs, a delightful bag of candy-coated milk chocolate eggs. Available in 80g bags with a recommended retail price (RRP) of £1, this new offering promises a sweet and dynamic treat for candy enthusiasts.

Top Categories

• Confectionery: Retailers can anticipate a surge in confectionery sales during the Easter period. While featuring an Easter egg range is essential, smart merchandising involves placing displays near other confectionery products, including cakes, affordable treats, and baking items, catering to price-conscious shoppers.
• Chocolate: The beginning of the year provides an opportune time to gradually introduce small chocolate treats, creating awareness for the upcoming Easter season. Small chocolate eggs and bunnies serve as engaging options to capture shoppers’ attention before the holiday commences.
• Alcohol: Over the Easter break, retailers are likely to observe an uptick in alcohol sales as customers celebrate at home. It is crucial for retailers to stock a diverse range of chilled wines, ciders, and beers, complemented by attractive multipack offers.
• Gifts and Cards: Easter presents retailers with opportunities for incremental sales. Building an Easter gift range that includes Easter cards, gifts, gift bags, and chocolate gifts can effectively drive sales. This strategic approach positions your store as the go-to destination for last-minute Easter shoppers.
• Flowers: The Easter season is an ideal time to boost flower sales, especially with Valentine’s Day and Mother’s Day leading up to Easter. Retailers should highlight any deals or promotions on their flower selection. Consider offering bundle deals on gift cards or Easter eggs along with flowers to enhance customer appeal.

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