1. ShopperVista Report, March 2013
The Shopper at easter

2. Snapshot The shopper at Easter
Understand shoppers’ attitudes to Easter and adapt your 2014 commercial plans to meet their needs
Plan for both eating in and eating out Easter missions
Appeal to shoppers’ savvy shopping instincts
Inspire shoppers across all stages of the shopper journey
Shoppers don’t abandon their savvy shopping instincts at key events such as Easter.
On balance, shoppers expect to cut back spend over Easter, particularly for what they consider as non-essentials such as Easter Eggs.
Quality assurance is vital for all foods.
More are planning to shop at discounters as they shop around for quality at a keen price
Entice shoppers with stand out displays and keen price points to driver shopper awareness and encourage treating.
Make the shopping experience less of a chore for those (particularly older shoppers) catering for family and friends at Easter.
Engaging with younger shoppers at different stages of the shopper journey in reducing their anxiety about cooking at Easter can build trust and loyalty among this group.
Two in three plan to mark Easter in some way, with more visiting others than making their own Easter meals.
One in four combine preparing a special Easter meal (e.g. on Easter Sunday) and visiting family and friends.
It is important to appeal to different shopper profiles – older shoppers who entertain more, and younger shoppers who visit friends and family.

3. Easter – a time also for socialising
Easter is a time when shoppers plan to spend time with family and friends
Two in three (67%) plan to mark Easter in some way, rising to 70% of higher social groups (vs 64% of C2DEs) and 74% of those living in London (vs 55% of those in Scotland)
More plan to visit family and friends (47%) over Easter than prepare an Easter meal for their own family (38%)
A quarter (26%) of shoppers combine preparing a special Easter meal (e.g. on Easter Sunday) and visiting family and friends at other times (e.g. Good Friday)
Implications
When planning ahead for Easter 2014, it is important to put shoppers at the heart of your strategy alongside sales data
With many shoppers marking Easter, it is important to cater for both eating in and eating out missions
Remember to appeal to wide variety of cuisines. Cater for communities who may use the time to socialise but who do not celebrate Easter
% who plan to eat in, preparing special meals, or eat out, visiting family and friends this Easter
67%
14%
26%
27%
Eat in (41%)
Eat out (53%)
Base: all main grocery shoppers, Feb’12

4. Older shoppers planning to entertain over Easter
Older shoppers, those living in Wales and Scotland are most likely to stay in and entertain over Easter
Men and those aged are more likely to rely on visiting family and friends and eating out
Eat in only
Eat out only
Implications
The Easter shopper cannot be stereotyped, however, the life-stage differences should be recognised
Make the shopping experience less of a chore for those catering for family and friends at Easter
Understand what’s important to older shoppers e.g. providing a range of meal components together as well as having good availability at key times before and during Easter
Provide gifting ideas that younger shoppers can provide to family and friends at Easter
Base: all main grocery shoppers, Feb’12

5. Shoppers trying to avoid buying on impulse
Easter spending intentions
Buying Easter eggs is the aspect shoppers are most likely to claim they will spend less on this Easter
Many have adopted a ‘mood of moderation’ which could be prompting shoppers to cut back on non-essentials as they continue to prioritise savvy shopping tactics to help them save money
Shoppers see an opportunity to save money in this highly promoted category
DEs, the group most likely to be affected by the austerity measures between 2010 and 2015, are most willing to cut back spend on Easter as they look to stick to a budget for their family Easter meal
Less
The same
More
Easter eggs
29%
61%
10%
Eating out
25%
67% 8%
All meals at home over Easter
21%
69%
10%
Special meals at home
20% 9%
71%
% expect to spend less this Easter
Implications
Companies can help to address these challenges by demonstrating empathy with shoppers’ need to save money
Merchandising needs to work particularly hard to entice shoppers with stand out displays and keen price points to driver shopper awareness and encourage treating
Easter meal
All meals
Eating out
Easter eggs
Base: all main grocery shoppers, Feb’12

6. Families shopping around more for value at Easter
Shoppers are using their savvy shopping instincts to shop around for quality at a keen price
More than one in five (22%) plan to shop around across different stores for food and groceries at Easter
With the popularity of discounters increasing (see January tracking presentation), more are planning to use them this Easter compared to last year
Interest in using discounters for Easter is evident among families across different social groups, illustrating their broadening appeal
Discounters appeal to those planning to eat in and eat out during Easter, highlighting the appeal of meal solutions and gifting at these outlets
Implications
Discounters are becoming more innovative and engaged with shoppers to drive their appeal for key events
Manufacturers could consider the discount channel as an opportunity to drive sales for future events e.g. Christmas and Easter 2014
% who plan to shop around more this Easter compared to last year
23%
19%
Food discounters
High street discounters
Food discounters
High street discounters
Base: all main grocery shoppers, Feb’12, 6%-8% plan shop around less

7. Extending local/British range prioritised for Easter
Shoppers prioritise enhancing the range of local/British products for their main meals at Easter, particularly older shoppers who only eat in
There is still unmet demand for providing inspiration in-store at Easter. Entertaining for many can be a chore and shoppers are looking for more help at Easter, through merchandising, whether it is trying products, having more recipes or grouping products together
Younger shoppers appear to lack confidence and knowledge in the kitchen, and are twice as likely to request more help on what and how to cook at Easter
Implications
Interest in local and British food predates the economic downturn, however, recent events are likely to ensure it remains a key priority for shoppers
Engaging with younger shoppers at different stages of the shopper journey in reducing their anxiety about cooking at Easter can build trust and loyalty among this group
Top improvements requested for Easter
Higher among 45+ year olds
Bigger range of local/British products
Food sampling
More Easter recipes
Wider variety of healthy meals
Meal suggestions/grouping meal together
Wider variety of world foods
Wider variety of fresh ready meals
Ability to pre-order Easter meals
Easter cookery lessons in-store
Easter meal advice/tips from staff
Higher among ABC1s with kids
23%
Higher among year olds
Base: all main grocery shoppers, Feb’12

8. Can we help you further?
Planning for Easter 2014? – Read our latest Shopper Trends report
>> Shopper Trends - Q in FastTrack 1
Build your customer engagement capability with IGD’s Academy
>> See IGD’s Academy 2
Visit Retail Analysis to see ways to drive sales through events and special occasions
>> See the special analysis 3
Report author:
Michael Freedman Shopper Insight Manager
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