Spring 2022 holidays will see a return closer to pre-pandemic normalcy than 2021, according to the Spring Holidays 2022 report from Information Resources, Inc. More than 25% of consumers report that they’ll exceed last year’s Easter or Passover grocery spending. Some of this spending will be generated by holiday get-togethers as consumers overall say they are more likely to meet and eat with extended family this year compared to 2021: 42% of households with children under five are likely to host or attend a meal with extended family, compared to 38% in 2021. For retailers, these results signal opportunities to court these shoppers as they plan their holidays with larger groups.
“As COVID-19’s Omicron variant waned in February, Americans once again dramatically increased their out-of-home activities,” said Joan Driggs, VP of Content and Thought Leadership at IRI in a statement. “Retailers should increase merchandising to promote fresh ideas to a weary public. They should also take a tip from other holidays and promote gifting opportunities or ways to enhance entertainment uniquely, as shoppers are anxious to celebrate.”
While consumers are planning on more quality time spent with extended family, 26% expect to pay more for gatherings this spring holiday season. With inflation on the minds of consumers, shoppers will be looking for deals. To drive growth and expand profitability, IRI advises retailers to take the following steps to successfully sell during the spring holidays:
- Invest in store displays while engaging with consumers through online platforms to promote holiday and spring marketing messaging;
- Promote essential items and holiday necessities;
- Serve as a resource for consumers to plan home-based spring celebrations by promoting at-home entertainment ideas;
- Capitalize on springtime themes of renewal to provide fresh approaches to gatherings; and
- Use the winter holidays as a guide and promote giftable food and drinks, in addition to upselling with messaging such as “build-your-own Easter gift basket” supplies.