Shopper Marketing - August 2016 - 48


RESEARCH

Crayola Dissects
the Easter Basket
Study reveals when, where and how mom shops - and for what

EASTER SHOPPERS

By Ed Finkel

Easton, Pa. - The typical child's Easter basket
contains more than just chocolate bunnies
and marshmallow Peeps, and moms are out
shopping for Easter more than just a few days
beforehand, according to research conducted
in the spring by Crayola, a subsidiary of Hallmark Cards.
Prompted by retail partners who asked if it
had any such research, Crayola conducted an
online survey that garnered more than 740
responses from people who did not know
Crayola had sponsored it. It was fielded the
day after Easter - the fifth-largest gift-giving
48

y SHOPPER MARKETING AUGUST 2016

retail holiday - with shopping fresh on participants' minds.
The survey found that the average Easter
basket contains 14 items worth a combined
$42.50. While candy unsurprisingly is the
most common type of item - it's contained
in 85.5% of baskets - and plush toys (55.7%)
were the most common non-candy item, the
survey found that arts-and-crafts for indoor
(45.6%) and outdoor (40.2%) use were also
high on moms' minds.
"We compete in some categories like sidewalk chalk" in addition to crayons and mark-



Table of Contents for the Digital Edition of Shopper Marketing - August 2016

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
Shopper Marketing - August 2016 - 2
Shopper Marketing - August 2016 - 3
Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
Shopper Marketing - August 2016 - 6
Shopper Marketing - August 2016 - 7
Shopper Marketing - August 2016 - 8
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