It’s that time of year again where bunnies lay chocolate eggs and eCommerce managers look for inspired marketing ideas to hippity-hop their conversions to new heights. Why is it important for eCommerce marketers to create an eggscellent Easter marketing campaign? Simple. Easter has become one of the most profitable retail holidays of the year.
When it comes to inspiration for creating your own hoppin’ 2019 Easter marketing campaigns, we’ve got you covered! In this post, we’ll look at the latest consumer trends and statistics during the Easter season. Then, we’ll take a “peep” into the success story of Zara fashion retailer, and Zara eCommerce. Finally, then we’ll share with you our top examples of the awesome Easter marketing campaigns.
It’s clear that every marketer needs to take this opportunity to kick-start an eggscellent Easter marketing campaign — no matter what products or services you offer. Let’s hop over to the latest consumer trends to help you plan a sweet Easter marketing plan!
Hoppin’ consumer trends for Easter 2019
Yes, it’s true that Easter baskets are always a sure-to-please gift. According to the consumer buying trend data, in 2017 many children got the gift of a sugar high. 87% of parents gave their kids an Easter basket filled with chocolates and sweets, while 80% of those same parents treated themselves to some of the candy!
However, this holiday is not only for brands in the candy business. Consider that this popular this holiday brought in whopping $18.4 billion spent by American consumers during the Easter 2017 season. That’s a 6% increase, year-over-year! And, this boom was not the result of purchasing Easter baskets and chocolate bunnies. That’s right! Only $2.4 billion of 2017’s Easter expenditures was spent on candy.
The Easter holiday-craze is not only a North American shopping phenomenon. In 2018, 75% of the population of the UK celebrated the Easter holiday. When it came to Easter gift giving, 75% of those celebrating the holiday planned to give gifts. On the top of the Brits’ lists? Sweets and chocolates at 84%, flowers and plants at 15%, and colored eggs at 13%. More than half (52% to be exact) of Brits celebrating planned to spend more than £15 in gifts for the holiday.
What goods are consumers buying?
Here are the top gifts shoppers added to their gift list for Easter 2017:
- Candy 88.7%
- Food 87%
- Gifts 60.9%
- Clothing 49.6%
- Greeting Cards 48.4%
- Decorations 42.5%
- Flowers 39.2%
The online Easter Egg hunt for Egg-cellent deals
Consumers have become accustomed to shopping online for holidays. In 2018, over 76% of shoppers planned to buy over ¼ of their gifts online throughout the entire year. a 3% increase from 2017. At the same time, consumers are spending more on average. Online sales grew in the first three quarters of 2018, to 15.5% — a year-to-date growth higher than the three previous years.
The convenience of online shopping means that, just as Valentine’s Day morphed from a holiday for sweethearts to a major annual retail event, nowadays the Easter bunny delivers more than candy-filled baskets. Shoppers also are looking for the best deals on Easter decorations, new spring outfits, and extra groceries for the holiday.
Case study: How Zara’s springtime campaign nails it
Speaking of new spring outfits, let’s talk about fashion retailer Zara.
Zara has about 2259 Zara stores in 96 countries around the world and is leading the fashion industry brick-and-mortar scene. Also, when it comes to eCommerce, Zara dominates that scene as well.
A look at how Zara eCommerce creates and rides the Easter sugar high
Zara eCommerce booms every year during the Easter holiday season as the online leader of the fashion industry tempts shoppers with trendy spring clothes — to wear on Easter and for the entire season.
Creating an Easter sugar high is simple when it comes to Zara eCommerce. The secret to the brand’s success? Consistently offering their shoppers affordable, new, trendy, must-have fashions which they highlight on their website’s homepage. The brand’s 21-day policy of turning over new fashion to the marketplace allows Zara eCommerce to churn out new content and attracts shoppers who are looking for the latest upcoming fashion trends. It’s all about timing and appealing to the customers.
Who’s buying the most during Easter?
For Zara eCommerce, constantly introducing new trends appeals to the millennials between 18 to 34 of age.
It should come as no surprise Millennials are buying the most during Easter as well. Perhaps it’s because they have younger children, or because they are a generation raised on candy and treats themselves? Millennials spend around $2,000 annually on eCommerce — this level of spending is higher than any other demographic groups.
Now that we’ve gone through the latest consumer buying trends and looked at the secret sauce for success of Zara eCommerce, let’s hop on to how you can build an awesome responsive Easter marketing plan for your brand.
Build an Easter Marketing Plan that converts
As the Zara eCommerce demonstrates, Easter has moved way beyond Easter baskets filled with candy and chocolate bunnies. With the growth of eCommerce, holiday sales contribute to a higher percentage of online profit. Holiday marketing, consequently, has become more competitive than ever.
We can’t emphasize enough that three key factors to a successful email campaign are great Easter slogans, subject lines, and marketing automation. Here are some tips to help you create an Easter marketing campaign that converts:
1. Define the main concept
There are a lot of Easter Bunnies out there so you need to create an Easter marketing plan that is interesting and original. Better yet, use a marketing automation platform to segment your audience and develop messaging that targets each group with relevant content. For each group offer incentives and develop an appealing Easter pitch for that audience.
2. Schedule one Easter newsletter per week
Timing is crucial in executing an effective eCommerce marketing campaign. A hoppin’ newsletter, once a week is a great way to entice shoppers to check out your eShop. Make them personal, relevant, timely, and easy for you to track — and be sure to use best Easter slogans and subject lines. And, don’t forget to add gifs and some Easter emojis as well!
Tip: Plan ahead of time so you can run a pre-sale drip campaign. This way, when it’s time to make their purchase, consumers will be informed and ready to shop your eCommerce store.
Incorporate multiple reminders alongside your newsletters with information about sales, cute Easter videos, or, if you have physical stores, you can even include an invitation to store events.
3. Run an Easter giveaway on Social media
Every eCommerce manager needs to consider creating a fun, fresh and interactive social media initiative for Easter. Here are some examples to get you hopping in the right direction:
- Promote an Easter sale, such as a discount on selected items or personalized offers.
- Ask users to post their most creative Easter craft ideas to share on your social media channels.
- Run an Easter contest on Instagram and Facebook and give away free prizes to the winners.
- Create an awesome discounted Easter basket with your best-selling products.
- Create a virtual reality social media marketing campaign and host a virtual Easter Egg Hunt as Cadbury did in 2018 when it teamed up with Facebook360 and Ogilvy Melbourne. Give away hidden prizes for the participants!
4. Write a blog post and promote it
Reaching shoppers with blogs that offer them relevant and useful information creates value for your brand. Wiring a blog post and implementing catchy, fresh Easter subject lines in each email automation you set up is crucial. Did you know that as much as 47% of email recipients open an email based on its subject line?
Here are some sweet Easter Subject Line ideas to inspire your subject lines:
- Get Hoppin’ – Our Spring Fever Sale has Arrived! Take 15% Off Our Products! ?
- We’ve Got an Eggscellent Deal for You!
- Treat EveryBunny with Our Sale!
- ?Enjoy a Taste of Easter on Us (Free Giveaway)?
- Big Easter Savings Are Only a Hop, Skip, and Jump Away! ?
5. Create an Easter-themed dynamic pop up
Tap into the Easter Bunny and design an Easter-themed pop up to capture emails or promote your Easter offer. Don’t forget to use color popping Easter email templates.
6. Schedule Push Notifications
Ecommerce push notifications have 3 to 10 times higher click rates compared to standard email newsletters.
Push notifications enable marketers to reach users with special updates, sales, and tailored reminders to lapsing customers. When used properly, this channel, which is not subjected to spam filters nor any other form of inbox restrictions, is “pushed” at the point where users are active on their devices.
You can feature a product category on sale that the user previously viewed, showcase new collections, suggest products, and announce giveaways to increase your engagements.
Tip: A best practice is to keep the reminders to under 3 per week.
7. Schedule an SMS campaign
As a part of your automated triggered multi-channel marketing campaign, be sure to include this marketing tactic. Remember, you can’t afford to overlook developing and scheduling an SMS campaign to re-engage with your existing customer base. This channel works perfectly with time-sensitive promotion. Just be cautious of the frequency and timing of deployment.
8. Create a funny Easter Cart Abandonment Automation
Every online marketer knows that cart abandonment accounts for a major part of lost revenue on Easter. Don’t forget to spice up your regular cart abandonment emails with relevant Easter copy that captivates shoppers and converts them to purchase.
Tip: For everything from Cart Abandonment Reminders to Push Notifications and more, marketing automation moves beyond mass emails to a system that allows you to segment, retarget, track, analyze, and make corrections based on your brand’s goals. It’s that simple!
Easter Marketing Slogans to get inspired from
When it comes to creating your Easter slogans, have a little fun with them! After all, this is a holiday where we paint boiled eggs, hide them around the house and eat a lot of chocolate bunnies…a lot!
Here are some Easter marketing slogans to get you hopping in the right direction with your Easter marketing plan:
- Slogan #1: Special delivery from the Easter bunny!
- Slogan #2: Speggtacular savings all weekend!
- Slogan #3: Check out our EGGstra special deals!
- Slogan #4: Get hoppin’! These deals are EGGscellent and going fast!
- Slogan #5: Eggspecially great savings!
- Slogan #6: Hop on over to our Easter sale!
- Slogan #7: Put all of your eggs in one basket — we’ve got your Easter gift list covered!
- Slogan #8: We’re hoppin’ with joy! Sales! Sales! Sales!
- Slogan #9: Peep into our store for Easter savings!
- Slogan #10: We’ve got the perfect gift for you’re EGGstra special someone!
Some of the best Easter Marketing Campaigns we’ve seen
In 2018, an e-commerce business that wants to evolve and grow has to invest in new, proven tools that can help them raise their sales. This is where automated marketing comes into play and can guarantee you end up winning the Easter egg hunt this holiday. Here are some of our favorite examples of Easter marketing campaigns that are as outstanding (well, almost) as those yummy marshmallow Easter peeps!
Brand #1: Banana Republic
Why we liked it: Banana Republic keeps with their classic simple and clean lines associated with their brand when presenting their Easter campaign.
This campaign is fun, gets subscribers involved in looking around the brand’s site for extra savings while offering a 40% saving to everyone. The CTA is catchy as well — “Start Hunting” — everyone loves an Easter egg hunt!
Brand #2: Topman by Topshop
Why we liked it: This fun gif is appealing to guys — after all, it’s a video game graphic of PacMan — and gets right to the point. Not only does it create motivation to purchase with a clearly displayed free shipping offer, but it also offers “massive” savings if you can find the Easter eggs hidden around Topman’s website.
With a CTA highlighted in the center of the message, this Easter campaign steps outside of the box by targeting a specific customer demographic — men.
Brand #3: J.Crew
Why we liked it: Cute and catchy copy is a must in attracting shoppers’ attention this Easter. J.Crew’s Easter campaign is simple and hassle-free.
Many customers aren’t up for a virtual Easter egg hunt and just want the deals — and that’s what they get in this straight-forward marketing campaign.
Adding the words “loyal customers” makes shoppers feel valued. Also, the copy clearly explains that the discount is good in both online and physical stores. Lastly, adding an expiration on the offer incites the FOMO effect for deal-seeking customers.
“Break an egg”
Springtime is a fun time filled with new beginnings. For eCommerce marketers, the season provides opportunities to bring their brand’s conversions to new heights and “break an egg” with their Easter campaigns. The future belongs to the marketers who are doers — those who hop to it and get their eggs in a row before Easter is upon us.
We’ve discussed some awesome Easter marketing campaigns ideas to inspire you. Now, it’s up to you to go forth with your own responsive Easter marketing campaign and create and ride your brand’s sugar high! Get crackin’.