A ‘Cracking’ Easter Predicted for Retailers – with UK Shoppers Expected to Spend 6.4 Percent More than in 2017
…£824m will be spent on Easter related products…
…50 percent of shoppers getting involved will head to the discounters for Easter eggs and dinner ingredients…
London, UK – 28th March 2018 – New research from leading retail and shopper marketing agency, Savvy, has revealed Easter spending plans for UK shoppers. The survey (of 1,000 household shopping decision makers) indicates 62 percent will celebrate the event and that we’ll see a spending increase of 6.4 percent on 2017 figures – to £824m.
Alastair Lockhart, insight director at Savvy Marketing comments: “While consumer confidence continues to wobble, the outlook for Easter looks encouraging for retailers with our research suggesting spending on the event will reach £824m – up 6.4 percent on last year. With almost 40 percent of us planning to spend more this year, our research supports a wider trend towards shoppers wanting the make the most of calendar events. Discounters are well placed to win, with half of us planning to buy meal ingredients from the likes of Aldi and Lidl. And while we expect premium will do well, savvy shoppers will be looking for value at every price – 74 percent tell us they know where they can find the best value eggs.”
In-store we see broader Easter trends. Lockhart adds: “At the big supermarkets, retailers have scaled up premium ranges – they will no doubt be hoping Easter will mirror the success they enjoyed for premium ranges at Christmas. Also related to Christmas, we’ve seen more Easter decorations in-store this year, building on range expansions over the past couple of years.”
Key research findings from the shoppers who do plan to celebrate Easter:
Attitudes towards the event:
82 percent say that they are looking forward to spending time with their families at Easter and 70 percent view it as a special occasion.
79 percent of these shoppers look forward to the event.
63 percent of shoppers don’t mind spending more to make the Easter weekend more special.
How will shoppers who are planning to celebrate Easter be spending?
74 percent say that they know where they can find the best value eggs.
55 percent of shoppers typically plan in advance what they’ll be buying for the Easter weekend.
50 percent will be heading to the discounters for eggs and to buy dinner ingredients.
39 percent said they’d be trading up to purchase more expensive food and drinks for the Easter weekend.
47 percent said they tend to buy Easter products and cards at the last minute.
39 percent are planning on spending more on Easter goods this year.
31 percent will be going away at Easter this year.
What will Easter shoppers be buying?
83 percent are planning to purchase Easter eggs this year.
43 percent will be buying chocolates.
42 percent will be buying the ingredients for a roast dinner.
On the drinks side, wine and soft drinks will be purchased by 32 and 31 percent respectively and 26 percent will be buying beer in. Champagne/sparkling wine will be on the list for 16 percent of these shoppers and 14 percent will invest in spirits.
30 percent will be purchasing an Easter cake.
On the non-food front, 21 percent of shoppers will buy flowers, 20 percent will opt for Easter cards and 17 percent will buy baking kits.
Cuddly toys, games (such as egg hunts at home), making kits e.g. bonnets and bunting also feature on shoppers lists although less frequently.
Just three percent said they wouldn’t be buying any products to celebrate the occasion.
What do shoppers expect from retailers?
Topping the wish lists this Easter with 46 percent, was instore food sampling. This was particularly of interest to the 55-74 age group (54 percent).
New ideas to try (recipes etc) came in second place with 35 percent – and was of most interest to the 35-54 age group (40 percent).
Instore egg hunts secured third place with 26 percent of shoppers keen to see this.
Badges and stickers given out to children and a chance to have a selfie with an Easter bunny instore also got the vote from 17 percent of shoppers apiece.
15 percent of shoppers said they’d like some inspiration on things to do with the kids.