Gift wrapping increases sales
The Christmas season is the number one sales driver for retail as well as online year after year. In contrast, the Easter business is often underestimated. Completely wrong! Here, too, many dealers can report a significant increase in sales. The majority of Germans use Easter to make friends and families happy and more and more often, in addition to chocolate bunnies and Easter eggs, other, inedible objects get lost in the nest.
With the right preparation and appropriate measures, so can you Make full use of the potential at Easter. We'll show you how.
In addition to sweets, it is mainly toys that end up in the Easter basket
The days before Easter are one of the most important days of the year for the confectionery industry. According to the market research company nielsenIn 2016, Germans invested around 447 million euros in Easter bunnies, chocolate Easter eggs and other seasonal Easter items. For comparison: in 2015 the Germans spent around 460 million euros on it.
But toys are now also one of the most often given away groups of goods at Easter. A YouGovStudy shows that 13 percent of Germans give away board games or toys at Easter. Behind it are books (10 percent), closely followed by clothing and shoes (9 percent).
78 percent of Germans prefer to give away sweets and chocolate at Easter. In second place are boiled and colored eggs (39 percent), followed by board games and toys (13 percent), books (10 percent) and clothing and shoes (9 percent). (Source: YouGov)
According to German Association of the Toy Industry (DVSI) the two weeks before Easter are particularly important. According to the findings of the market research institute npdgroup In Nuremberg, sales in this period have been stable at 5 percent of annual sales for years, in figures around 150 million euros.
“When the temperatures rise and the days get longer, families are driven outside. Toys are just the right thing as gifts for Easter, ”says DVSI-Managing Director Ulrich Brobeil.
Easter also shows that Do-It-Yourself is in. More and more Germans are giving away homemade products on this occasion. According to a survey by Tomorrow Focus Media From 2013, Easter right after Christmas (78.2 percent) is the most popular occasion for 74.4 percent of the 550 respondents to give away homemade products.
Germans prefer to give away homemade products for Christmas (78.2 percent). Directly behind, however, is Easter (74.4 percent). The survey makes it clear that Easter can also be worthwhile for the DIY industry. (Source: Statista)
The planned budget is rarely blown
As for the value of Easter gifts, 18 percent of those giving gifts amount to between 5 and 15 euros. A fifth of them spend between 15 and 25 euros and the same 34 percent of the donors state that the value of the Easter gifts is between 25 and 100 euros. The Germans rarely blow their budget for Easter. The situation is different only for gifts with a value of more than 100 euros: Here, 8 percent of those surveyed plan to spend between 100 and 200 euros and, ultimately, 10 percent spend that much money. 3 percent of Germans expect more than 200 euros, but this amount is spent by 4 percent.
71 percent of those surveyed also say that they like planning their purchases. In contrast, only 42 percent also tend to make impulse purchases. For dealers and manufacturers this means: Anyone who hesitates too long to place their products and messages on the market runs the risk of missing out on a valuable part of the Easter business.
When buying Easter gifts, most Germans stick to the planned expenses or go below them. The situation is different only for gifts over 100 euros: Here, 8 percent of those surveyed plan to spend between 100 and 200 euros and, ultimately, 10 percent spend that much money. 3 percent of Germans expect more than 200 euros, but this amount is spent by 4 percent. (Source: YouGov)
At the same time, 67 percent of people who originally didn't want to give anything away still spend money on Easter gifts. In this group, there are mainly gifts worth 5 to 15 euros (29 percent) and 15 to 25 euros (27 percent). A quarter even gives away unplanned gifts with a value of 12 to less than 100 euros. An opportunity for trade! Here, too, it is important to address the relevant people in good time.
In 2016, 2 out of 3 respondents who actually did not want to give anything away for Easter still spent money unplanned. A quarter of it even 25 to 100 euros. This group needs to be addressed in good time with the corresponding offers in online trading. (Source: YouGov)
Place your products and messages in good time!
The Easter holidays can be a for retailers and manufacturers in e-commerce additional source of income represent. As the previous figures show, potential buyers must be addressed in good time and with the right offers.
Dealer Association asked online retailers about their measures for Easter in 2015. It becomes clear that many are not yet fully exploiting the potential of the holidays. Only 18 percent of the 100 retailers surveyed said they were planning special promotions for Easter. Of these, 42 percent rely on discount campaigns, 21 percent on an Easter shop design, 19 percent want to place appropriate advertisements and 14 percent want to offer Easter products for sale.
If you, as an online retailer or manufacturer, want to benefit from the Easter season, then you should orientate yourself on these promotions. In the following, we present some practical examples that can be worthwhile for Easter.
Discounts and Coupons
With Coupon codes give your customers the opportunity to buy from you at a reduced price and thus possibly prevail against your competitors. Regardless of whether you draw the attention of regular customers to the promotion in an exclusive newsletter or offer it to all visitors to your web shop as a banner or pop-up - everyone likes discounts and they are a great way to increase your sales. You can also inspire your customers with gift sets - the combination of products that cost less when bundled than individually. The customer is not only presented with a gift idea, but can also be won over by the discount.
At Easter 2015, Planet Sports offered three voucher codes depending on the purchase value. (Source: Planet Sports)
Games and actions
Are particularly popular Easter calendar or the classic egg hunt. The former also works very well as a countdown. You can score points with existing customers or potential new customers every day with special prizes or competitions. In the egg hunt, however, the shop visitor himself is asked. Just hide a few Easter eggs on your website and all customers who find these eggs will get a small gift. On the one hand, this makes the consumer happy who wins something, and on the other hand, you guide them through your entire shop, which increases the chance of a larger shopping cart.
In 2013, mirapodo encouraged its web shop visitors to rummage through an egg hunt. If you found what you were looking for, there was a 20 percent discount. (Source: mirapodo)
packaging and shipping
Especially for spontaneous buyers, but also for those who don't want to pack up Easter gift packaging be a nice extra. This sets you apart from the competition and makes your customers happy. Besides the website, the packaging is the central communication channel. It can support identification with the brand and increase brand loyalty.
Also, think of one timely delivery before the holidays! The best thing to do is to find out by what time the parcels have to be with your shipping service provider. Make sure you communicate the delivery times to your customers!
Last year myToys informed its customers exactly about the delivery times at Easter. (Source: myToys)
Website and advertising
Would you like to offer your customers special promotions at Easter and take full advantage of your sales potential? Then you should definitely have a look at your shop! Appropriate texts and images get visitors in the mood for the holidays and inspire the buying mood. Offer suitable products as Easter gifts, indicate discounts in banners, or draw attention to Easter directly in the navigation. After that, you should also have your Adjust marketing campaigns accordingly. And last but not least: Don't forget about monitoring! The actions for the coming year can only be optimized after analyzing the achievement of goals.
Market and price monitoring
So that you can position yourself optimally in the Easter business, you should use the Keep an eye on the prices of your competitors. Many online retailers use automated software solutions for precise market analysis and faster adjustment of their own prices to competitors.
Our Business Intelligence Suite blackbee shows you up-to-date how competitive your online prices are. In this way, you too are prepared for the upcoming holidays in online trading and thus have the chance to attract customers with attractive pricing.
With blackbee we offer you an individual tool for price monitoring. Test it now and benefit from the advantages of an automated software solution!
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