Easter shop displays and Easter promotion ideas
Easter displays and Easter promotion ideas
Easter is a key retail period across many sectors, with Easter-specific spending in the UK reaching £1.22 billion in 2021 (at a significant growth rate of 14%) . Reported Easter sales figures from Kantar suggest that sales go up across the board during this time, with grocery shopping in the 3 weeks leading up to Easter Sunday growing by 7.6% in 2021 compared to 2020 - an additional £556m ! Predictably, supermarkets and value stores lead the sales figures; however, plenty of other businesses have also proven their ability to capitalise on this season too.
Restaurants and cafes can tweak their menus and signage to reflect the occasion, while homeware shops and fashion retailers can get creative with their window displays and merchandising. The crucial factor in Easter promotions and Easter merchandising is for you to start early in order to begin influencing your customers and passersby well ahead of time, aiming to anticipate their spending habits and cater to their needs.
What type of Easter shop displays do customers respond to?
Customers respond best to price promotions on shelf edges as well as FSDU's (freestanding display units) on aisle ends. POPAI's Easter Display research explains that
"[e]asily the most influential mechanic is shelf edge price promotions, with 84% of shoppers saying that this would sway them" 
Supermarkets, value shops and convenience stores tend to benefit the most with their confectionery sales, however all kinds of brands and industries can capitalise on this key period of seasonal springtime sales with clever use of POP (point of purchase) promotions.
Don't underestimate the power of visual merchandising to boost unplanned purchases! Susan Nash says that:
"Fifty-four per cent of Creme Egg purchases and 47% of Mini Egg purchases were by shoppers who had not planned to buy the product [...] showcasing the power of good visibility” 
Acrylic display stands are a great way to showcase seasonal impulse buys, such as a variety of Creme Eggs and Mini Eggs, around your checkout area.
How to meet expectations and needs of customers while standing out from the competition
Customers report that branded Easter shop displays with a decent variety seem to be the most welcome and well-received of the display types. As a retailer, ensure you mix in the "expected" offerings with something more eye-catching or unusual, prompting customers to think outside the (egg) box.
One tactic you could try for this, is using half-and-half displays of complementary products, such as the Cadburys/Mr Kipling FSDU's seen in Nisa. POPAI study found that Easter shoppers don't tend to be particularly brand-loyal, and so your displays could potentially be used to sway them to a larger or more expensive choice.
Which POS display types are best for Easter promotions?
Freestanding display units and shelving are always a great way to draw attention to unique or themed merchandising displays. Get a custom-printed merchandising stand, or bespoke printed header posters and shelf signs in order to highlight your Easter promotions. Easter window displays and shelf assortments need to grab attention with attractive colours and textures, while showcasing the products you want customers to pick up as they pass through your store.
A winning combination for Easter window displays and in-store Easter merchandising displays, is to use poster grippers for hanging graphics as your backdrop.
Use wicker baskets and wooden crates to display chocolate eggs and similar decorations (perhaps with colourful shredded paper as a nest?), while elevating key/high-value product ranges on display plinths.
Use window stickers for other details such as the dates of your special sales and services, opening times, or simply unique messages to remind customers that Easter is coming.
In-store, an attention-grabbing point of sale display is perfect for interrupting the path of the customer and really making them look and consider product ranges that they might not have otherwise, building their enthusiasm. As they move through your shop, however, you also want them to be drawn to all the goods and offers on your regular aisles and shelving too. As mentioned, shelf edge displays are clearly the most effective merchandising type here, with data strips, shelf talkers and shelf wobblers all being the perfect additions to draw the eye to particular products and deals. Aisle signs and aisle banners are also great for marking out sections, such as for Easter gifts and cards.
For clothing retailers, clothes rail sign holders are a quick way to draw attention or add an appropriate marketing message to your primary shopping zones.
Other ideas for in-store displays include using overhead signage to draw customers to particular areas of your store - these are useful as they can be seen from a much greater distance.
For customers who may be busy looking down at their feet, use floor stickers to catch their eye and remind them about the upcoming event and your relevant Easter promotions!
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Which products should I use in my Easter shop displays?
Easter sales aren't limited to chocolate eggs! There are so many other items that can be promoted as part of your Easter shop displays. Baked goods such as cakes and hot cross buns are a more obvious choice, along with egg hunt accessories.
Even if you're primarily a food or homeware retailer, why not bundle up some relevant craft supplies as impulse buys? For example, kits to make Easter bonnets and baskets, homemade greetings cards, egg decorating kits and similar?
Families will love the convenient activity packs which will keep kids busy over the Easter weekend!
Food, drinks and homeware retailers should consider the fact that many families still use this occasion as an excuse to get together and have a celebration, so they may wish to stock up on items like party food and drinks, fruit and meringues, napkins, and even themed disposable tablecloths for party games and buffets.
Reporting on Easter displays by POPAI in 2021 found that even condiments were promoted on an Easter display by Waitrose, which featured Hellmanns, Colmans and Knorr items. These may not be the traditional Easter offerings, but who's to say they aren't relevant?! Think outside of the box, as your POS displays are designed to grab customer attention, regardless of the occasion.
If you're a fashion retailer, for example, try installing themed clothing displays with themed accessories such as bunny ears. Other retailers could create a relevant themed display with items like flowers, houseplants and gardening tools, or even cosmetics. Think "alternative" gift ideas that still fit the bill.
Don't forget! Outdoor Easter display ideas and checkout merchandising
While your Easter window displays and instore Easter campaigns are a key focus, don't forget your outdoor Easter advertising too! Use pavement signs and a-frame signage to inform passersby and new customers of your Easter promotions, to help spark their interest and inspiration before they even enter your business.
Additionally, POPAI's research found that the least invested-in form of Easter displays in 2020-2021 was checkout and till merchandising. Therefore, this could be a previously-unexplored area to invest in, as checkout displays can prompt unplanned purchases while customers queue to pay. Use acrylic countertop shelving, tabletop dump bins and clip strips to display smaller items around your checkout area, and check out our recent article on checkout merchandising for more insights.
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1. Tugba Sabanoglu, ‘Easter retail spending in the UK 2021’, Statista, Feb 1 2022, https://www.statista.com/statistics/1287529/easter-retail-spending-in-the-uk/ [accessed 10/02/2022].
2. Grace Randall, ‘Easing lockdown boosts Easter lamb’, ADHB, May 24 2021, https://ahdb.org.uk/news/consumer-insight-easing-lockdown-boosts-easter-lamb [accessed 10.02.2022].
3. POPAI, ‘Shopper Investigation: Easter’, Dec 11 2020, POPAI Issue 42, pp. 5 - 12, https://www.talkingretail.com/advice/category-tips/three-easter-merchandising-tips-11-12-2020/ [accessed 10.02.2022].
4. Liz Wells, ‘Three Easter merchandising tips’, Talking Retail, Dec 11 2020, https://www.talkingretail.com/advice/category-tips/three-easter-merchandising-tips-11-12-2020/ [accessed 10.02.2022].