Easter is a major event in the retail calendar, and is thus a key opportunity for retailers and suppliers to build excitement and encourage purchases.
Here we explore the key UK trends for Easter 2018.
Many retailers have been installing impactful in-store theatre to build excitement and encourage spending. Window displays and front of store theatre draw shoppers in, whilst signposted power aisles guide the customer to a range of gifting options.
Retailers have been offering a range of treats at all price points, encouraging trade-up whilst catering to those on a budget. Merchandising premium chocolate at eye-level gives it prominence and encourages a treat mindset amongst shoppers. Own-brand alternatives to popular branded treats boosts private label.
To stand out amongst the competition, retailers are stocking innovative takes on traditional Easter treats. This has taken the form of unique designs and flavours.
Alternatives to chocolate have also been popular, from cheese to free-from eggs. Incorporating wider consumer trends broadens the appeal of the event.
As Easter falls on a Sunday, a traditional roast dinner is a popular meal choice. Retailers have hung seasonal POS over poultry aisles, directing shoppers to meat offers. There is an opportunity for retailers to ensure seasonal fixtures work harder for shoppers by placing all the meal components in one place.
The four-day celebration means a surge in alcohol sales, so retailers have been promoting BWS alongside the event. Merchandising alcohol near Easter power aisles presents it as an associated purchase. Seasonal POS above BWS aisles has been common, presenting alcohol as an addition to the Easter meal.
Large amounts of space have also been dedicated to decorative stationery this year in preparation for Easter Bonnet parades and egg hunts. Stocking crafts at low price points helps to boost basket value.
Read the full Easter retail execution 2018 report here.
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