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Customer Behaviour

New research from leading retail and shopper marketing agency, Savvy, has revealed Easter spending plans for UK shoppers. The survey (of 1,000 household shopping decision makers) indicates a slightly increased level of shopper involvement this year meaning spending around the occasion is expected to reach £775m.

Alastair Lockhart, insight director at Savvy Marketing comments: “Sales of chocolate eggs are set to outperform this year, contributing to overall Easter market growth. While the core mid-market for eggs remains incredibly competitive on price, especially as value retailers continue to scale up their Easter offers, demand for premium eggs looks set to build on the momentum set by the likes of Marks and Spencer and Hotel Chocolat last year.

Also of note for 2016, it’s interesting to see that shoppers are planning specific visits to the discounters this Easter. Aldi in particular is delivering bigger events, supported by growing ranges and stronger in-store execution.

The big question this year is whether an early Easter – where many schools will be open between Easter weekend and the Easter holidays – will dampen shopper enthusiasm. We expect many shoppers will leave their shopping to Good Friday and Saturday.”

Key research findings:

  • Who will be celebrating the event?
    • 66 percent of UK shoppers will be getting involved in the event (72 percent of women versus 57 percent of men) – up one percentage point on 2015 figures.
    • 69 percent of shoppers agree that Easter is a special day and 72 percent say that they are looking forward to spending time with their families.
    • 54 percent of shoppers don’t mind spending more to make the Easter weekend more special.
  • How will shoppers who are planning to celebrate Easter be spending?
    • 68 percent say that they know where they can find the best value eggs.
    • 51 percent of shoppers typically plan in advance what they’ll be buying for the Easter weekend.
    • 34 percent said they’d be trading up to purchase more expensive food and drinks for the Easter weekend.
    • 42 percent said they would be shopping at a discounter for Easter eggs and dinner ingredients.
    • 32 percent are planning to purchase Easter products and cards at the last minute.
    • 29 percent are planning on spending more on Easter goods this year.
  • What will Easter shoppers be buying?
    • 79 percent of shoppers planning to purchase Easter eggs this year.
    • 28 percent will be buying the ingredients for a roast dinner.
    • 27 percent will be buying chocolate and 18 percent will be purchasing an Easter cake.
    • On the non-food front, 13 percent of shoppers will buy Easter cards, 13 percent will buy flowers and six percent will purchase a cuddly toy.
    • Games, making kits and baking kits also featured on shoppers lists although less frequently.
  • What do shoppers expect from retailers?
    • Topping the wish lists this Easter with 47 percent, was instore food sampling.
    • New ideas to try (recipes etc) came in second place with 44 percent.
    • In third and fourth place respectively were instore egg hunts (29 percent) and inspiration for things to do with kids (26 percent).

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