Did you know that Fry’s of Bristol created the UK’s first chocolate egg, which was followed by a Cadbury’s version in 1875? Since then, hundreds of different types have been produced (and eaten), making them one of the Easter gifting traditions that boost profits in the food arena.
Over the years, and through increased commercialisation, this holiday has become a non-negotiable checkpoint in our marketing calendars. Why? Because, with a potential £1.3 billion annual spend, pandering to consumer demand means lots of good sales.
To cash in on this, it’s important to think about how that money is distributed and, as 75% of people buy food-related gifts for family and friends, it’s time to take some steps to up your retail game.
Strategise around an Easter theme
For farm shops, garden centres and deli owners, increasing your sales potential at this time of year is easier than you think. Here are five tips:
1. Easter-related packaging
Whether you add a bunny motif or some strategic messaging, Easter-related branded merchandise will transform your regular stock into something instantly desirable.
2. Themed displays
Striking in-store countertops are an easy way to spotlight must-have products and encourage impulse buying.
3. Promotions
With a shaky economy, shoppers are driven by good deals. Give added value using vouchers, discounts, buy one get one free offers and (for Easter Monday and beyond) last-chance sales.
4. Traditional fare
Research consumer purchasing patterns at this time of year and supply the things you know they’ll want. Think along the lines of tasty roasts, fresh vegetables, hot cross buns and simnel cakes. You could also pepper your socials with lovely recipes featuring your specialty produce.
5. Fun activities
It’s a family affair, so organise some Easter egg hunts where adults can look for discount coupons while the kids search for sweets. It will increase brand loyalty and draw their attention to specific products. You could even charge them to use a cotton-lined wicker shopping basket filled with a few extra take-home goodies to set the theme.
Make presentation the cherry on top
Whether you choose just one element for your campaign or all of the above, investing in thoughtful gifting solutions will help your consumers box up their goodies and create meaningful experiences for their loved ones.
Look at branding too – it’s the easiest way to increase visibility, and we have some options that will suit any budget. The following suggestions will help you get the ball rolling.
The little details
Ribbons and tags will beautify even the simplest of presents, and both can be personalised to add sentimental value.
Bags and carriers
Whether you choose plain paper gift bags or a Kraft jar box with built-in handles, there are plenty of ways to make your offerings stand out. And remember, choosing something that can house multiple products inspires those extra sales.
Wicker hampers
Sustainable and reusable, wicker is a win-win material that’s perfect for spring-related occasions and, from lined baskets to open trays and wine carriers there’s loads to choose from. Add cellophane and some shredded paper and you’ll have the makings of a spectacular gift.
They’re also a fantastic way of showing off curated collections of your best wares, ready for purchase.
Gift boxes
These are our specialty, which is why we have just about every type available. Whether it’s for cake, ecommerce products or delicious food selections, they’ll all raise the bar.
Drinks gifting
We have a very exclusive collection of packaging specifically designed for the beer and wine industry. Not only will they add refinement to your bestsellers, but they’ll also ramp up your countertop presentations, making every product look its best.
Getting into the Easter spirit
In conjunction with a gifting and countertop refresh, it’s important to embrace tradition and stick with the themes – and this widely-celebrated holiday has its own distinct identity.
Here are some guidelines:
- Decorate your displays with props that include bunnies, palm leaves, chicks and chocolate.
- Use natural ornamentation like daffodils, lilies and tulips.
- Keep things family orientated and wholesome.
- Stick to spring colours like yellow, green, pink and blue.
- Get those lovely aromas circulating with freshly baked confections.
- Provide new fabric shopping bags branded with something memorable.
Set yourself up for success
As with any great marketing campaign, keeping the communication channels open is key. And make no mistake, at this time of year customers are looking for a sense of community, integrity and fun.
Small retail outlets will benefit from getting up close and personal with their patrons, and this is how you do it:
- Design an eye-catching window display to draw them in.
- Create conscientious content on social media, which includes gift lists, baking tips and menu suggestions.
- Use sustainable packaging wherever possible – it’s become a must-have commodity.
- Run competitions with a hamper prize – it helps spread generosity.
Get everything you need at WBC
As your partners in packaging, we’re here to help you create the best shopper experience possible. To find out more about our gifting solutions, hop on a call with our team today.
