By ShopFully Country Manager Brendan Straw.
The NRMA recently revealed that one in four Australians plan to take additional leave between Easter Monday and ANZAC Day, creating a rare “mini-holiday” window. This, combined with the expected rise in Easter spending this year, it’s clear innovative seasonal strategies will deliver strong returns for retailers.
As Easter approaches, Australians are again gearing up for a busy shopping season, with reason to believe this year’s spending will exceed the last. Despite the ongoing cost-of-living crisis, Aussies spent over $2 billion on Easter shopping in 2024 – nearly 25% increase on the previous year – proving that financial pressure isn’t dampening holiday spending. (Roy Morgan).
Retailers can also expect a spike in in-store foot traffic as this Easter aligns with several April public holidays – giving professionals a prime chance to stretch annual leave with thoughtful planning.
This potential surge in spending shouldn’t be overlooked, with retailers needing to leverage targeted promotions, enhancing in-store experiences, and omnichannel marketing.
Deals deals deals
Data reveals that 74% of shoppers are seeking promotional deals for their essential items. With the Easter holiday around the corner, this is a prime opportunity for retailers to re-engage these cost-conscious consumers.
Retailers should consider targeted discounts and multi-buy offers on items such as chocolate eggs and hot cross buns, or bundled deals on tableware and baking kits, promoting value and convenience for family celebrations.
Offering exclusive in-store deals can also boost impulse buys and drive additional sales, with everyday shoppers likely to pick up a discounted seasonal item on the way to checkout.
Surprise and delight
While digital channels are essential for pre-purchase research, 90% of Australians still prefer to shop in-store, with 35% citing the enjoyment of the experience as a key motivator. This makes Easter the perfect moment for retailers to transform their stores into festive, engaging spaces that encourage shoppers to linger a little longer – and spend.
From themed visual merchandising to in-store sampling of hot cross buns or chocolate treats, these activations can create memorable moments along with driving impulse purchases. This also fosters a deeper sense of customer engagement, boosting both immediate sales and long-term loyalty.
Connecting the dots
That said, a strong in-store experience must be supported by equally strong digital touchpoints. While Australians continue to favour shopping in-store, 84% research products online beforehand, as we know often consult digital catalogues and brand websites for the best deals to plan their shop. This behaviour highlights the critical need for retailers to adopt a cohesive omnichannel strategy.
Retailers should ensure their Easter promotions are not only visible in-store but also easily accessible online through digital catalogues, mobile apps, and social channels. With more Aussies potentially off work, features like Click & Collect could be especially powerful during these busy holiday periods, as we know a significant 70% of Aussies opt-in for this.
Leveraging digital to drive foot traffic into physical stores gives retailers a clear competitive edge – especially when timely offers, real-time stock updates, and nearby store information are readily available online.
Strategy + season = Success
Ultimately, with Easter delivering both a surge in spending and a rare window of shopper availability, retailers have a unique opportunity to connect with value-driven consumers through smart, seasonal strategies. By combining compelling promotions, immersive in-store experiences, and seamless digital integration, retailers can turn this Easter into a standout success – both at the checkout and in long-term customer loyalty.
