Easter is an event which has evolved intensely over the years. Previously associated only with religion, Easter now represents a time for family and friends to come together and exchange gifts. As an e-commerce brand, it is essential for you to adapt your products and marketing to accommodate the growing desire for Easter gift purchases. We’re not just talking about chocolate eggs, here – what can be classed as an Easter Gift broadens year upon year. Think Christmas, albeit dialled back. In the land of gift sales, anything goes when the Easter Bunny is due to hop through.
We’ve compiled a short list of questions to ask yourself as an e-commerce retailer to ensure you’re covering all considerations when preparing to sell through the Easter period.
How do you promote Easter?
Many businesses wish to curtail the religious association of Easter, which is more than understandable given the contrast of religious imagery and flashy sales of unrelated items. As wider society accepts the notion of starting anew, many retailers focus their messaging with spring-like imagery, refreshing pastel colour palettes, ideas of newness and an enjoyment of nature (often in cute, fuzzy forms) are the most used visual associations with Easter in marketing. For messaging, the idea of family and spending quality time is often the driving point. Why is your customer looking to buy a gift? To show a token of appreciation for family and friends, often as an excuse to get together and enjoy quality time over a meal or child-friendly activity.
Regarding the logistical questioning of how to promote Easter ranges, your usual marketing channels should suffice. Social media forms the bare bones of retail advertisement, with email marketing and paid channels such as Google Ads complimenting your Easter offering. Choose a visual theme for your advertising and ensure that media across all channels is clearly part of the same campaign. Even if your designs aren’t noticeably linked to your own branding, they will enforce buyer confidence when clearly part of a wider marketing effort. This will take some planning – what looks good in an Instagram reel won’t necessarily look great when featured on your website’s homepage. Find key imagery and colours which compliment all areas of advertisement and use these to spread your Easter messaging far and wide.
What are typical Easter gifts?
Conventional Easter gifts are, of course, chocolate-based. Easter eggs, small sweet treats and anything bunny themed and edible are typical Easter gifts. Many countries also see Easter gifts tied in with icons of spring, such as daffodil bunches if you’re in the UK.
Recent years have seen growth in the Easter gift market, blooming from novelty sweets into items a little more meaningful and of higher value. Retailers have been stepping up the gift game for Easter and diverting sales towards items which are there to last longer than the long weekend. Instead, special attention is being paid to thoughtful gifts which the receiver is set to cherish.
You only need to browse Google Trends to see the impact that Easter holds on the personalised gift market, with worldwide spikes in searches running in the weeks before the event. With buyer intent repeatedly at a high for this occasion, you’re not pitching to an uninterested audience by marketing your personalised gifts to Easter. Make the most of the increased buyer intent and ensure that you have Easter-specific products, along with tailoring your marketing to flag to the seasonal crowd that you offer what they’re looking for. Personalised photo products are repeatedly and actively sought after for this event, making their way into a staple consideration for gift buyers.
Worldwide Google searches for “Easter Gifts”, showing an increase in interest ahead of the event. Now is the time to make the most of the pre-Easter gift sales!
Are you offering gifts specific to Easter?
As the point above expresses, there’s value in offering products specific to Easter. You don’t need to re-invent the wheel, instead having the ability to make use of the free offerings available to you from Taopix. Our Easter Launch Pack contains seasonal greetings cards which are easily personalised by the purchaser. Not only this, you’ll receive a free pack containing seasonal stickers and backgrounds to include within your 3D product designs for the likes of mugs, hanging decorations along with use within higher value photobooks.
Ensure that you download your Easter themed Launch Pack sooner rather than later, to get these products out into the growing search before it’s too late. With only a few weeks of interest before Easter weekend, it is vital for businesses to be ahead of the curve and have their goods ready to go before buyers begin their search.
“I think getting occasions like Easter right is all about the planning. You have to really think ahead and anticipate what it is your customers want.”
– Bobby Singh from BB Nevison Superstore.
Thanksgiving, Christmas, Valentine’s Day, Mother’s Day and Father’s Day are all obvious opportunities for personalised gift sales. Easter is not an occasion to let slip if you’re wanting to grab the opportunity of all gift-giving calendar events – there’s value within this occasion for all gift retailers, especially businesses like yours with the addition of personalisation.
Download your Launch Pack today and give your Easter Gifts their time to shine!