Seven Lessons for Egg-ceptional Easter Marketing Results

  • Posted on 28 Mar, 2024
  • By Rachel
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The 2022 Global Easter market was valued at USD 110.2 billion. Total Easter revenue is expected to grow by 6.2 % between 2023 and 2029. Brands that fill a variety of needs—from food and fashion to candy, decorations, and gifts—will be better positioned to capture a greater share of Easter spending

With Easter behind us, it’s time for businesses to learn valuable lessons from past experience that will help you create an even more egg-ceptional seasonal marketing campaign in 2024 and beyond.

Lesson 1: Understand your audience

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Easter is celebrated by young and old alike. According to a Numerator survey, 85% of consumers under age 35 planned to celebrate Easter in 2023 compared to 80% for those aged 35 to 54 and 74% for those aged 55 and older.

Different audience personas call for different content and offers. As each holiday holds specific significance and meaning for diverse individuals, it creates a prime opportunity for brands to tailor their offers to match the preferences and interests of their target audience and strategically connect with them.

Lesson 2: Get the timing right and plan ahead

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It’s no surprise candy is the main spend during Easter making it the second-most popular candy-buying holiday eclipsed only by Halloween, according to the National Retail Foundation (NRF).

Nearly one-third of Americans say Easter candy is their favorite holiday candy, that is more than the 29% who favored Halloween treats and 24% who opted for Christmas confections, according to a DoorDash survey.

Shoppers in other parts of the world who do not share the same sweet tooth, such as India or SEA, will want to take advantage of spring sales ton other food items, gifts, and clothing.

Equipping yourself with insights into how your customers’ engagement patterns fluctuate at different times will be key to planning ahead for your industry’s success.

Lesson 3: Make your campaigns interactive and relatable

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Visiting family, cooking a holiday meal, or attending a church service were the three most popular activities to celebrate the Easter holiday, according to the National Retail Foundation (NRF). This implies that your campaigns, social posts, and hashtags should be run along with these cultural narratives. However you decide to shape your holiday campaign, you shouild create content, activities, and offers that will resonate and drive active participation—and potential virality—among your target audience.

Lesson 4: Get creative with digital promotions

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You may consider creating holiday-themed activities and assets like online egg hunts on popular social media platforms like TikTok and Instagram or housed on your brand’s website. Mega chain Tesco has held such virtual events with great success. Other tactics include recipe or photo contests, direct mails, and emails. Be inventive and use digital to maximum advantage to appeal to all ages!

Lesson 5: Make audiences feel like they’re getting a bargain

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Although it’s now on the decline, recent higher levels of inflation have affected shopping behavior, according to said NRF survey. Shoppers are focusing on cost savings. Half of holiday shoppers plan to purchase gifts at discount stores, while 41% will shop at department stores, and 35% will purchase online.

Offering a great bargain online and offline will pique the interest of most consumers. Research your specific target audience members’ purchase behavior and win them over with tailored discounts to drive purchases before and during the holiday. Last-minute deals, shipping cut-offs, or in-store and curbside pick-up options can keep gifting solutions top of mind!

Lesson 6: Collaborate with influencers for Easter giveaways

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Holiday-themed giveaways are a surefire way to generate brand awareness and more website traffic in a short amount of time.

Reach out to influencers and other brands to collaborate on co-branded content, campaigns, and limited-edition products (or services) that will entice your shared audiences. Consider sending holiday bundles to influencers that make sense for your niche and have them do an unboxing of the different bundles you’re offering. Alternatively, you can tap into their audiences by sharing discount codes in the form of clickable digital eggs.

Lesson 7: Give your digital touch points an Easter or Spring makeover!

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Great design can add a touch of magic to your campaigns. Stunning templates for your assets including landing pages, emails, and forms can captivate your audience and inspire them to action.

Adapting to your target audience is key! While Easter is often associated with eggs, chocolate, and the Easter Bunny, it’s still a religious holiday. Keep this in mind before you decide to use an Easter theme unless you know your customers well. If you’re aiming for a worldwide audience, you may decide to forego using an Easter theme at all.

An alternative design is a colorful or pastel spring palette with natural elements like trees, flowers, trees, or animals instead. After all, even if some of your customers don’t plan to celebrate Easter, they may still intend to take advantage of spring sales.

Wrapping Up Easter

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What do all these lessons tell us? Plan early for Easter 2025! While seasonal campaigns may not sound like a big deal, for some brands, putting a portion of your marketing budget against holiday promotions can boost brand awareness and sales. Plus, it might just turn those seasonal shoppers into loyal customers for many holidays to come.

Want to jump start your seasonal marketing but don’t know where to begin?

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