Still time to add hop to Easter sales

April 10, 2014

Retailers could use social media to encourage current and future sales.

Easter is 10 days away, store displays and seasonal ads are set – and yet, retailers continue to angle how they could gain a competitive edge in the rush to the holiday.

Surely, some classic events are Easter egg hunts for kids, egg painting and basket building – all are photo opportunities and memory makers for families.  Supermarkets also give free hams to frequent shopper cardholders who buy, say, $300 or $400 worth of food over a period of several weeks.  These too are already in the books.

So what’s instant, builds buzz, and is still possible to do before the holiday? Engage families on social media, suggests The Lempert Report.  Even better - give the day a healthier bent with colorful berries and other sweet fruits to go with the much-craved treats.

A few starter thoughts:

Urge moms to post their favorite Easter recipes on your retail website or Facebook page.  These could encourage ingredients purchases by many viewers, especially if you already have a shopping list creator to help organize their store trips.

Host an online photo contest of kids in Easter outfits.  Safeguard their identities, of course.  Give select winners vouchers for a free party cake from your in-store bakery. Chances are good they’ll buy candles, paper goods, decorations, beverages and maybe pick up a party platter on that trip.

This is a great time of year for sweet clementines, strawberries and other small, sweet fruits, which are perfect for kid-sized hands.  Display them prominently for Easter – they’re colorful, healthful choices that kids may find just as appealing as candy.  If not, moms and dad could enjoy them (especially if strawberries are dipped in chocolate).

Keep in mind too that Americans celebrating Easter expect to spend $15.9 billion this year, says the National Retail Federation’s Easter Spending Survey.  That’s $137.46 on average for food, candy, apparel, gifts and more, slightly below the $145.13 spent in 2013.