Love was so last Sunday. Now spring is in the merchandising air. Never mind the polar vortex hitting the East and Midwest. Easter and its Bunny are arriving Sunday, March 27 – a full three weeks earlier than last year when it hopped onto the scene April 20.
With this year’s abbreviated shopping season, every merchandising day matters. Whether your shoppers celebrate Easter or just long for spring, this is the time to remind them that warmer weather is on the horizon.
Easter is historically the fifth largest spending holiday of the year (after Valentine’s Day but before Father’s Day, Super Bowl, Halloween and St. Patrick’s Day), according to the National Retail Federation.
Even if you’re boasting the most beautiful in-store displays, there’s good reason to focus your attention on winning online spring shoppers. Last year, online Easter shoppers planned to spend an average $221.39 – a whopping 58 percent more than brick-and-mortar Easter shoppers, according to the National Retail Federation.
What will shoppers put in their baskets? Food, clothing, gifts, candy and flowers are the top five spending categories for Easter. But don’t make your visitors hunt for what they want.
Read their minds. If shoppers type “Easter” in your site’s search box, make sure your site returns relevant results right away. Candy Warehouse is crushing this by instantly showing search suggestions and product results.
Curate a collection. Boden is using a banner to prompt shoppers to “Make room for new-season dresses.” But the merchandising doesn’t stop there. Clicking on the banner takes shoppers to a collection of spring dresses.
Show the love. Harry & David’s search results not only showcase the most relevant products, but shoppers can quickly see which items have the best and most reviews. This is a great to give browsers the social proof they need to make a buying decision.
For more tips on improving your e-commerce merchandising, download our free white paper Use Site Search Data to Improve Merchandising.