IGD identifies key Easter retail trends

Retailers are embracing a variety of trends to engage with shoppers this Easter, observes research and training charity IGD. 

They are, for instance, learning from what works well at Christmas and translating this into other major retail events, with the likes of Easter crackers, trees, baubles and wreaths lining the shelves this season. IGD’s Simon Wainwright says: “In the past seasonal events have been marketed and approached in rather traditional ways depending on what associations they have, whereas we’re now seeing retailers take inspiration from other events to create this blended outcome. As the biggest seasonal event in the retail calendar, retailers and suppliers should look at what works well at Christmas and translate this into other in-store events for similar success. This is a theme coming through strongly this Easter, so we look forward to seeing how this approach plays out with shoppers.”

Elsewhere, in-store theatre is coming through as a key way to engage with food shoppers looking for added bricks and mortar experiences. This will be seen in the form of large, dedicated aisles marking the event, and prominent window displays to draw shoppers in. Wainwright comments: “From our ShopperVista research we can see that 42% of shoppers are tempted to spend more at Easter, so giving Easter displays prominence in-store and displaying premium products at eye-level will help encourage trade-up.”

Discounters, meanwhile, are stocking own-brand takes on popular branded products for a fraction of the price. “While there is an opportunity to encourage more spend through premium products, we can also see 47% of shoppers look out for promotions during events, suggesting retailers should look to appeal to a range of shopper budgets,” says Wainwright. “One strategy we are seeing is the segmentation of Easter ranges into different price points, making the range easy to find and shop. Clear signposting, displays and communication will be key here.”