Easter 2019: three key themes

Date : 17 April 2019

We identify common themes shaping Easter’s retail execution this year.

Driving trade up

IGD ShopperVista Research unveiled that 26% shoppers that have bought, or intend to buy Easter eggs, plan to buy luxury Easter eggs.

This year, retailers invested heavily in premium private label ranges, driving trade up amongst these shoppers.

M&S stood out for its private label luxury Easter eggs, priced at £15. Gold packaging and innovative designed helped the line feel more premium.

Aldi launched its private label Giant Ostrich Easter egg. The egg weighed in at 800g and is available to purchase for £14.99.

Source: IGD Research

Catering for those with dietary requirements

According to IGD ShopperVista Research, 1 in 4 British shoppers are catering for special dietary requirements over the Easter weekend.

Nestle launched a sugar-free egg in 100% recyclable packaging, available for shoppers in Brazil. According to Nestle, the launch is a direct response to growing consumer demand in the market for more healthier solutions.

M&S launched vegan hot cross buns, catering for the growing proportion of shoppers following a plant-based lifestyle. According to IGD Shopper Vista, 1/6 of British shoppers are following or interested in following a vegan lifestyle.

Source: IGD Research

Adopting engagement-led strategies

Retailers were working hard to ensure shoppers buy into the event, adopting strategies designed to boost engagement.

Sainsbury’s adopted in-store gamification with its AR-led app, April’s Easter Adventure, challenging children to track down animals in-store via Smartphone. The app is designed to entertain children accompanying their parents on the weekly shop over the school holidays.

Source: IGD Research

Albert Heijn challenged its online shoppers with the task of finding five blue bunnies on its site. Those that located the bunnies could enter a competition to be in with a chance of winning €25 discount on their Easter shop.

Want to know more?

Retail Analysis subscribers can read and download the full report on Easter 2019 here.