Shopper Marketing - August 2016 - 50


RESEARCH

ers, says Rick Stringer, vice president of customer solutions for Crayola. "We know we're
in gift baskets, but we never had the 'quant'
data to back it up. ... What we call the 'children's creative experience' category - arts
and crafts - is very prevalent in the Easter
basket."
The Crayola brand itself enjoyed a strong
showing. While products from Hershey Co.
(67.9%) and Mars Inc. (64.5%) appeared in approximately two-thirds of baskets, Crayola
finished third overall (52.3%), ahead of Just
Born's Peeps (47.6%) and Jelly Belly (47.4%).
The next highest non-candy brand was Hasbro's Play-Doh at 29.8%.
"We knew we had a strong brand, but we
didn't realize it was that strong," says Stringer,
adding that the results show that retailers
need to stock items other than candy. "Make
sure you have a good representation of wellknown brands that mom is looking for. Having arts-and-crafts items in your section is an
opportunity to help convert moms."
The most sought were bubbles (68.4%),
crayons (65.2%), coloring books (60.3%) and
outdoor chalk or paint (58.1%).
Retailers also should pay attention to the
feedback about when and where moms shop,
Stringer says. Where he might have expected
most to shop the week immediately before
Easter, only 44% did so. Another 31% shopped
one to two weeks before, and the rest even
more in advance.
By far, participants said they frequented
Walmart (83%) the most for their Easter shopping, followed by Target (45%), Walgreens
(23%) and Amazon.com (21%). Nearly half
(46%) purchased at dollar stores and 29%
50

y SHOPPER MARKETING AUGUST 2016

went to grocery stores. Shoppers didn't necessarily target Easter displays, with 44.6% saying they always sought those out and 57.5%
saying they always looked for an Easter or
spring aisle.
"The finding there for us is just to make
sure, if you're a retailer, that you have that
set, and it's stocked and ready for the Easter
push," Stringer says. "And shoppers are shopping all over the place. ... The mass players do a nice job of creating a strong Easter
seasonal set. And because grocery is part
of mom's routine shopping circuit, there's a
huge chance for grocery to convert" during
Easter shopping.
The survey found that the vast majority of
moms, characterized as "Put Together Patty," built their own Easter basket with items
from a variety of shopping trips. Another 15%,
dubbed "In-between Isabelle," bought premade baskets but added at least some a la
carte items. And only 5%, known as "Busy
Betty," simply bought a premade basket and
left it at that.
Other findings related to shopping habits
were that 36% of Easter shoppers work from
a specific budget, 41% buy the same number
of items per child, 34% spend the exact same
amount per child, and 42% wanted to make
sure that their items all fit into one basket,
with perhaps slight overflow.
Finally, an issue to keep in mind is that when
the holiday falls later in the season - it will be
April 16, 2017 - the sales of outdoor creative
activities spike. Stringer believes there could
be a 75% sales increase in such items. "Activities like sidewalk chalk see a pretty massive
SM
increase with a late Easter," he says.


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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
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