When you think of Easter, you’re probably more likely to think of chocolate eggs, bunnies and chicks than shopping. However, given that it’s the longest bank holiday in the British calendar, it has fast become the second largest spending annual holiday event for UK consumers – second only to Christmas.
In the UK, most people have Friday and Monday off work which is a huge boost to British retailers and businesses. Comparing the four-day Easter Weekend 2016 to 2015, the number of orders placed through our UK affiliate network increased by an average of 28.75%, with a 73% increase on Easter Monday. This data indicates how the Easter bank holiday is presenting a significant opportunity for retailers to generate sales.
In light of this, we’ve pulled together some more insights from our network data to help shape your campaigns around Easter time:
Easter is changeable
Don’t forget that Easter falls on a different weekend every year which will no doubt have an impact on your campaigns. This year, Easter falls in April which is three weeks later than it did last year when the nation was still stuck in gloomy March. Therefore, ensure you are optimising any offers for the Easter bank holiday and pay day weekends. Also, avoid the obvious pitfalls of not comparing like-for-like periods when analysing past performance for the Easter period.
If you’re planning any international campaigns, remember that Easter is celebrated differently across the globe and the UK is one of the only countries who has two bank holidays.
In France, Good Friday is not a bank holiday and is a normal working day.
For the US market, Easter is not an official bank holiday and therefore is not necessarily a good time to promote an offer. Furthermore, if you decide to promote an offer, the US market tends to use the term ‘Spring’ rather than ‘Easter’.
Mobile is becoming increasingly dominant
Over the Easter period in 2016, we saw mobile driving 20% of sales – closely followed by tablets which drove 19% of sales. Looking at YoY data from 2015-2016, we saw a huge 86% of sales coming from mobile. Interestingly, although desktop is still the dominant device, driving 61% of sales, desktop saw a decrease of -16% when looking at YoY data. Therefore, marketers should ensure that their promotions and communications engage with mobile device users, especially those showing retail intent.
Our data also revealed us that the most orders came from the high-end and luxury vertical which drove 37% of sales – followed closely by apparel and accessories, driving 36% of sales. With this data, we can assume that consumers are taking advantage of any bank holiday deals and the new spring season to make an investment in luxury purchases for the warmer season ahead.
With our recent Marketing Post-Brexit report finding that 61% of shoppers say they will not be discouraged from purchasing premium items this year, it will be interesting to see if we see the same trend in 2017.
The gift vertical only drove 2% of sales, showing that the Easter weekend is clearly the time for consumers to make purchases for themselves and perhaps just give Easter eggs to others!
In terms of publishers driving the most sales, shopping and comparison websites drove 24% of sales followed by cashback and loyalty, which drove 22%. This again highlights how shoppers during the Easter weekend are increasingly price-savvy and are taking advantage of their time off to browse around for the best deals.
This data highlights how the Easter bank holiday is fast becoming a peak for generating sales in the UK – especially for consumers looking to treat themselves to fashion and luxury purchases for the spring/summer season. Therefore, advertisers and publishers alike should focus on pushing out these types of offers to entice consumers to purchase during this key period.