Brits are changing traditions for ‘home-orientated’ and budget-friendly celebrations this spring time, according to Kevin Mathers, MD Retail at Google. Mathers said: “With Spring having officially kicked off, Easter, Ramadan and Passover being celebrated in the same week, and an additional bank holiday on Monday 8th May for King Charles’ coronation – we are seeing a real drumbeat of cultural moments set to bring people and communities together, presenting retailers with a prime opportunity to attract and influence customers.
“Our latest consumer research into spending reveals how Brits are planning on spending during the warmer months. The results highlight how keenly felt the cost-of-living crisis is, with 60% of consumers stating the economy as their biggest concern. However, while more than a third of consumers are planning to spend less this Easter (36%), where budgets do allow, they’ll be focusing on groceries and their home and garden. These stats, together with the fact that 34% plan to celebrate Easter with a meal at home (more than double than those who plan to have a meal out – 16%) point to Easter 2023 being a significantly ‘home-oriented’ cultural moment. What’s more, only 10% plan on going on holiday, which is particularly low, for this traditionally peak school holiday period.
“The data shows that consumers are looking for inspirational brands to help them find affordable options to lift their homes in new ways. Consumers are showing up online with an open mind, in search of the best deals, with almost two thirds ( 63%) of consumers planning on searching more because of the higher prices and 34% specifically on the hunt for discounts. What’s more, some are planning on buying less gifts than normal (23%) and shifting loyalty from their usual brands and retailers, in order to cut costs.
“It’s critical for retailers to ensure they’re building emotional connections with their traditional audiences, and also with new, potential customers. By showing up early in the discovery phase, and utilising automated, visual formats to really bring Easter to life, brands will capture the attention of consumers.
“We also know that a third (30%) of UK shoppers browse online to decide what they’re going to buy before visiting a physical branch to purchase the goods. This is where a strong omnichannel strategy becomes vital, alongside the right use of AI and automation tools. In what is set to be an incredibly competitive Easter period with cost-conscious customers thinking carefully about their next purchase, retailers need to ensure visibility in an ultra-crowded space.”
