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Key Consumer Trends for Easter 2022

This Easter, consumers are keen to return to their pre-pandemic holiday traditions and have large in-person celebrations with their friends and family.

April 05, 2022

4 mins read

Giulia Gallo

For brands, Easter is a key event in the sales calendar. Food, chocolate, decorations, little luxuries – the holiday is a valuable opportunity to drive revenue.

With consumers set to spend $20.8 billion , we look at the key consumers trends you need to know for Easter 2022.

1. Offering personalized products and experiences. With the acceleration of online shopping and the increasing demand for personalized products and experiences, many retailers are giving customers the chance to order Easter items online with printed messages or packaging. Many also offer shoppers the possibility to create their own Easter baskets by selecting their preferred products, leading to higher customer satisfaction and engagement.

2. Implementing a localized strategy. Consumers have different traditions across the world when it comes to Easter food, gifts and events. Hence, it is crucial for brands to understand the cultural differences between audiences and tailor their offerings accordingly. For example, in France, people usually exchange bunnies, chocolate and eggs, whilst in Germany the tradition is for parents to give their children Easter baskets filled with toys, chocolate eggs and candy.

3. Leveraging first-party data. As more consumers shop online, ecommerce brands can use first-party consumer data to write personalized Easter emails and messages to drive higher customer engagement and loyalty. Brands can also use this data to offer personalized group discounts to loyal customers.

A return to pre-pandemic traditions

This Easter, consumers are keen to return to their pre-pandemic holiday traditions and have large in-person celebrations with their friends and family.

Most consumers are looking to gather at home, with only 7% saying they plan to eat and drink in restaurants or bars.

Food remains a holiday highlight

Research shows that consumers are willing to increase their spending on food and gifts to make this holiday even more memorable. For example, about 80% of US consumers are planning on celebrating Easter, and it’s expected that they will spend a combined $21 billion doing so this year.As more consumers are planning in-person gatherings compared to last year, food is projected to emerge as the largest spending category, with an average spend of $53.61 per person.

This is followed by an average spend of $28 on gifts and $27 on clothing. Similarly, one third of people will buy Easter decorations for their homes this year.

37% of consumers are expected to buy Easter eggs and products online from a range of retailers such as Hotel Chocolat, with 18% of them getting their orders delivered to their homes, and 18% picking up their shopping in-store.

Increased demand for value for money

However, growing concerns around inflation are driving people to increasingly seek value-for-money products when shopping for their Easter celebrations.

In fact, most consumers are likely to switch to lower-cost alternatives where prices are perceived as too high, and half of them are expected to purchase gifts at discount and department stores.

Eating well at Easter

Additionally, rising awareness of issues surrounding health and sustainability, shaped by the COVID-19 pandemic, is driving consumers to favor healthier and more eco-friendly options.

To respond to this rising trend, more and more retailers are offering vegan Easter products, sustainable packaging and low-sugar chocolate. Some are also incorporating CBD in their products for a more unique offering.

Many are giving part or their entire profit coming from Easter products to charity foundations.

How can brands capitalize on these consumer trends?

1. Offering personalized products and experiences

With the acceleration of online shopping and the increasing demand for personalized products and experiences, many retailers are giving customers the chance to order Easter items online with printed messages or packaging.

Many also offer shoppers the possibility to create their own Easter baskets by selecting their preferred products, leading to higher customer satisfaction and engagement.

2. Implementing a localized strategy

Consumers have different traditions across the world when it comes to Easter food, gifts and events.

As such, it is crucial for brands to understand the cultural differences between audiences and tailor their offerings accordingly.

For example, in France, people usually exchange bunnies, chocolate and eggs, whilst in Germany the tradition is for parents to give their children Easter baskets filled with toys, chocolate eggs and candy.

3. Leveraging first-party data

As more consumers shop online, ecommerce brands can use first-party consumer data to write personalized Easter emails and messages to drive higher customer engagement and loyalty.

Brands can also use this data to offer personalized group discounts to loyal customers.

As many consumers get ready to celebrate Easter with in-person gatherings at home, retailers are projected to broaden their food, candy and gifts offerings both online and offline to suit a customer base whose needs and preferences are changing.

Want to learn how to connect with your target audiences this Easter? Get in touch today and discover how we can help your business exceed your customer expectations.

FMCG

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