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 after Christmas. This year, we predict in-store and online shopping will rise further this year due to the Easter weekend falling on the national payday weekend meaning that households are likely to have some discretionary spending budget available. According to Springboard Retail Intelligence, footfall over the coming weekend could be 2.4% higher than in Easter 2017 with online shopping following on from consumers’ visits to bricks and mortar stores, where they will have chosen the goods they want to purchase.
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 from 2016 to 2017, the number of sales placed through our UK network increased by an average of 39% with a 48% increase on Easter Sunday itself. This data highlights 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 at the end of March on payday weekend which is three weeks earlier than it did last year. Therefore, ensure you are optimising any offers for the Easter bank holiday and payday 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 have 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 2017, we saw mobile driving 28.5% of sales which is an 8.5% increase from 2017. Desktop is still the dominant device, driving 55% of sales which indicates a majority of consumers aren’t making impulsive purchases on the fly. However, with purchases from mobile increasing, 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 35% of sales – followed closely by apparel and accessories, driving 29% of sales. Looking at 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 Easter falling payday weekend this year, we would predict purchases from these verticals to increase further in 2018.
In terms of publishers driving the most sales, cashback and loyalty websites generated 28% of sales followed by voucher sites (24%) and shopping sites (19%) 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 and gain inspiration for purchases
Diving into 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.