Easter is upon us, and while many customers might have made their purchases already, there’s still an opportunity to drive last minute sales and profits in your store.
How to get your Easter pricing right
There’s an opportunity to drive extra profits on popular chocolate lines by adjusting your pricing.
An Easter classic, the Cadbury Crème Egg 44g, provides a good example. Pricing on this line is fiercely competitive. The wholesaler RRP for this line, 99p, delivers stores average weekly profits of £15.16. However, stores that are charging slightly less end up earning more profit – selling at 89p earns £31.28 weekly profit.
In other words, charging slightly less boosts rate of sale to the extent stores are earning higher cash profits. Keep this in mind, as it could help you drive sales on this impulse line, for instance with families popping into your shop during the holidays. It could also help you shift some leftover seasonal stock.
It’s a different story with Kinder Joy. Stores charging above the wholesale RRP of £1.49 are earning more profit on average. £1.59 is the most-profitable price point, bringing £27.79 on average. Wholesale RRP brings in £23.27 weekly profit on average.
Get the full breakdown on Easter pricing with our Easter chocolate Pricewatch.
Don’t just focus on chocolate and confectionery
Easter is the only four day bank holiday of the year. This means its not just a sales opportunity for seasonal chocolate products. Many customers will be looking to relax and socialise over the extended break from work. Weather forecasts suggest that Easter 2025 will be a little volatile, with patches of rain and cloudy weather expected around the country. With that in mind, offers, promotions and social media pushes on popular big night in lines in confectionery, snacks and alcohol could well pay off.
How to use social media to boost Easter weekend sales
Facebook, TikTok and Instagram are great ways to be promoting your store over the holidays for those shoppers making last minute dashes.
If you still have big chocolate eggs in stock, post about them on Good Friday, Easter Saturday and even Easter Sunday and Monday, for shoppers making a trip to see friends and families who need to pick something up last minute.
It’s also worth keeping in mind the other shopper missions going on over Easter. Highlight deals, offers or popular products you have in stock for those shoppers looking to enjoy the four day weekend rather than Easter specifically.
Keep distress customers in mind over the Easter weekend
Many supermarkets will have reduced hours for the holiday, meaning more shoppers might be coming to you in a rush. Kevin Polley, operations manager at Kash Retail ensures there’s still Easter stock right up to the last minute because customers see them as a “distress shop” for purchasing eggs after the supermarkets have run out. It might be worth holding off slashing prices until after Easter Monday.
This Easter rush also applies to shoppers en route to a party. Ensure your groceries and alcohol sections are well stocked for shoppers rushing in to pick up a bottle of wine or sharing bag. Again, adding some last minute deals and promotions on lines often bought together (such as beer and snacks) could help you boost sales from these shoppers.
It might be too late to add new signage and displays in store, but you can still post about offers you have on social media to attract footfall from these shoppers.
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