Spending Is Hopping This Easter

Here comes Peter Cottontail, hopping down the bunny trail with billions of dollars in his basket. In a survey report released this week by the National Retail Federation (NRF), an Easter 2016 spending estimate of $17.3 billion will be the highest in the survey’s 13-year history. Who is leading the charge to store cash registers and online checkout buttons? Of course, it’s moms, who are giving marketers a clear direction on the importance of all holidays to earn their business.

Focusing on the November/December shopping season is certainly a top priority. However, knowing how much millennials love any reason to celebrate, don’t overlook any holiday that can be a major boost to sales in traditionally slow seasons.

Moms love holidays (most of the time), regardless of generations or the stress often associated with the many holiday-related tasks in already busy schedules. However, I would point to millennial moms and their love of celebrations for taking special occasions to another level.

Finding new and unique ways to celebrate is a defining trend for this generation of mothers, from half-birthdays and babymoons to bump and baby milestones. It’s no surprise that a traditional, religious holiday has become not only food and candy purchases but also clothing and gifts in Easter baskets. Consider these numbers, especially if your product and brand falls in food, clothing, gifts, candy or flowers.

• The NRF survey estimates Easter consumer purchases at $5.5 billion on food, $3 billion on clothing, $2.7 billion on gifts, $2.4 billion on candy and $1.2 billion on flowers. $2.4 billion in candy? That’s a lot of Reese’s cups.

• Not only are moms buying special-occasion clothing for the family, they consider Easter a good time to shop for seasonal clothing for the kids and themselves. Along with the candy in baskets, moms will add in a swimsuit, flip flops, beach towels and other warm weather attire.

• Gift giving is not just for birthdays and the December holiday season, as noted by the NRF’s $2.7 billion spend on gifts at Easter. In a separate survey of moms and digital toy purchases, 34% of mothers say they buy kids tech items for “other” holidays like Easter.

If the holiday spending trends continue, the most important of all holidays in my opinion – Mother’s Day – is right around the corner. Along with Father’s Day and even July Fourth, consider tactics that leverage the millennial mom’s love of celebrations of any kind. Send a group of mom influencers a surprise-and-delight basket to start a conversation about your brand. Send age-appropriate baskets to their children, too. Update your Pinterest boards with easy and healthy recipes, decorating tips, crafts, etc. Post short videos on YouTube, Amazon and social sites that highlight how your product makes their holiday celebrations even better. Your Easter basket will fill up quickly.

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