Easter is all about warmth, family and celebrations, conjuring up images that include chocolate-filled baskets, spring flowers, bountiful meals and wholesome fun. It’s also a fantastic opportunity for those in the food and drinks industry to show off bestsellers that fit in with those themes.
If you want to leapfrog your competition and hit your sales targets without a glitch, planning ahead is essential. Which is why you should explore these trending ideas around our classic wicker countertop range.
Hunting down the facts
We’re always rabbiting on about statistics, but you have to admit, they do set the scene for every successful seasonal campaign. And you’ll be happy to know that this is one of the most profitable events of the year.
Feast your eye on these figures:
- 75% of people in the UK celebrate this holiday.
- Of those, 75% give gifts.
- Spending went up by £300,000,000 between 2023 and 2024.
- About 85 million chocolate eggs are consumed each year (that’s worth a whopping £415 million).
- 87% of parents bought sweet baskets for their children (and ate some themselves).
- Hot cross bun sales (and, luckily, their dough) rose by 15% last year.
- 84% of shoppers say they’re swayed by shelf-edge price promotions.
- Bargain (and egg) hunting is a trend (especially in tougher economic times).
- A good roast (predominantly lamb) was the meal of choice.
If you’re a retailer in the food and drinks industry, the above should tell you it’s time to take Easter seriously, especially if you want your business to boom. And the best way to do that is with eye-catching countertop displays.
Embracing the theme
Getting your farm shop, cafe, deli or garden centre ready for this long weekend is all about buying into tradition. Why? Because sentiment creates engagement, which in turn builds brand loyalty. Here are some ideas you could hop onboard with.
Springtime colours
This holiday is usually celebrated on the first Sunday after the first full moon following the spring equinox, which is on the 21st of March. And, as it’s also a commemoration of new life and miracles, colours associated with the season of rebirth are always a good idea.
Opt for pastel palettes in shades of green, blue, pink and yellow.
Natural aesthetics
Find retail display solutions that champion nature – and focus on sustainable, organic solutions. With renewal being a key topic, your countertops should feature materials like wicker, wood, brass, glass and anything else that’s associated with ‘green’ practices.
Local provenance
Support your community with farm-fresh produce, customary bakes and any preferences and traditions that are specific to your region.
Sweets and confectionery
From eggs, bunnies and chicks to handmade pralines, chocolate is a must. However, you should also think about fresh bakes like hot cross buns, breads and simnel cakes. Interestingly, jellybeans have also become a thing because of their bright colours and rounded shape.
Tips on how to get your countertops in egg-celent shape
Pandering to seasonal occasions takes some forward thinking, which should revolve around past statistics, consumer buying patterns, timeous promotions and a load of creativity.
To make sure you hit the nail on the head, stick to this plan:
- Dedicate a section of your shop to your main display.
- Focus on promotional items that appeal to the whole family.
- Have a few good bargains – that’s what people are looking for.
- Invest in countertop furniture and accessories made from wicker or wood.
- Tell a story through your design (think Easter egg hunts and picnic hampers).
- Use clear ticketing – especially if it’s around a good deal.
- Don’t clutter – it creates confusion and hinders sales.
- Use engaging props that tie in the theme (like fresh daffodils and pots of herbs).
We know that you may not be a bakery owner or chocolatier, but that doesn’t stop you from showcasing products that will elevate the celebration. Wine merchants, for example, should display wines that will go with a Sunday roast, your best gins and some of your favourite craft ciders. And anyone with a farm shop or deli can put together tempting hampers containing those little extras that will make the occasion even more special.
You can augment your campaign with a great window display, impulse buys at your till points and catchy content across all communication platforms.
Wicker that works
Sustainable, durable, attractive and perfect for Easter, wicker countertop displays are a top choice. And we have a collection that’s second to none. Here are some of our most popular items, suitable for just about any setting:
Matlock risers
Both rustic and warm, these will help you spotlight your wares at different heights, adding layers of visual appeal and ensuring that nothing goes unnoticed.
Railton tiered display units
Available in different sizes and styles, these wicker trays can be piled high with fresh breads, hot cross buns, chocolate croissants and whatever else you can think of.
Angled wicker baskets
Pop little bags of hand-filled sweeties, biscuits or fudge into these to maintain a semblance of order and ensure that customers can access them with ease.
Four-bottle wine carriers
Put together a collection of fine wines to compliment an Easter feast – and help customers make great choices by keeping your staff in the know.
Lined shopping baskets
If you want to create a cohesive aesthetic, these make excellent dump bins for point-of-sale items or can be used by your patrons to enhance their shopping experience.
Wicker hampers
Whether you opt for small trays or a full picnic box, hampers are the perfect way to spotlight curated collections of food and wine. Use our brandable cotton liners and natural wood wool for extra appeal.
Get Easter sorted with WBC
We have everything you need to keep your seasonal campaigns looking fresh and enticing and our experienced sales team will give you loads of good advice if you’re not sure what you need. So give us a call today and let’s get all your (Easter) eggs in one basket.
