Spring has sprung in the Northern Hemisphere at last…more sunshine! Birds are chirping! Flowers are blooming!
What’s even more exciting is the fact that these good weather vibes may be mirrored in the economic climate as well; after a year-long dip, ongoing disinflation should support positive household income growth. Consumer spending is also predicted to rise by approximately 2%, indicating a positive outlook for retailers during peak spring shopping periods. While inflation may remain somewhat elevated, economists foresee a cooling trend that will become more prominent over time.
To help publishers take advantage of these trends, we've compiled a list of top events and categories to keep in mind while curating content and promotions for the coming months.
Spring Religious Holidays
Spring holidays are just around the corner, accompanied by celebrations that are sure to put a spring in consumers’ steps and create a renewal mindset that kicks off our desire to refresh and brighten our surroundings after a long winter.
- Ramadan – Monday, March 10 through Tuesday, April 9, 2024
- Eid al-Fitr - Tuesday, April 9, 2024 through Wednesday, April 10, 2024
- Easter – Sunday, March 31, 2024
- Passover – Monday, April 22 through Tuesday, April 30, 2024
According to the National Retail Federation's annual survey, Americans plan to spend $22 billion on Easter in 2024. The top items consumers purchase around this time include candy, gifts, and food, with clothing, flowers, and decorations following close behind. The period leading up to and during Ramadan also sees a significant shift in consumer behavior in home essentials, gifts, travel, financial services, and meal planning ahead of Eid.
Promote with:
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Home goods, like dining, decor, and organization
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Specialty holiday-themed gifts, toys, and games
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Food and snacks
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Travel
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Financial services
Welcome to Earth
Earth Day – Monday, April 22, 2024
Every spring, we celebrate Earth Day by supporting environmental protection through earth-conscious activities, including small changes in everyday shopping habits. This year’s Earth Day comes as more and more brands are starting to address rising consumer demand for sustainability. According to a September 2020 survey, more than half of US and European respondents said they consider sustainability when making a clothing purchase. Of course, planting and gardening are nice ways to help celebrate the earth while spending time in the great outdoors. As a part of Earth Day or a newfound hobby, gardening is having a moment; according to Statista, garden equipment and supplies are estimated to grow globally 2.74% year over year in 2024 with the US leading the market with $133B.
Promote with:
May the Fourth Be with You
Star Wars Day – Saturday, May 4, 2024
A date pun almost as beloved as the franchise itself, Star Wars is a cornerstone of pop culture that has transcended many different cultures and countries and continues thanks to beloved fans-turned-filmmakers, Dave Filoni and Jon Favreau. This informal commemorative day observed annually on May Fourth lets fans celebrate their favorite Wookies and green babies by gearing up and hunkering down to watch the series.
Promote with:
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Licensed toys like lightsabers, all things Grogu (Baby Yoda), books, and clothing
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Streaming services or collectors’ edition films
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Specialty foods and party supplies
Celebrating Both Regular and Cool Moms
Mother’s Day – Sunday, May 12, 2024
Although the dates for Mother’s Day around the globe vary, the US celebrates their moms in the spring, and this year the gifting will be bigger than ever. Mother’s Day spending grows larger every year, the top three gift categories are greeting cards (75%), flowers (72%), and special outings (57%). Each mom is as unique as the flowers that are often ordered for them, but the range of top unique gift categories can vary quite a bit, from photo albums and jewelry to a solo trip to recharge.
Promote with:
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Flowers
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Jewelry
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Beauty
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Home
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Books and photos
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Trips and experiences
Other Seasonal & Early Summer Trends
Also look to habits and trends that go hand in hand with the changing of the seasons and some promotional ideas such as:
- Wedding season – This could encompass anything from last-minute wedding supplies, gifts for the happy couple, and formal wear for guests.
- Festival season – In addition to event tickets, promote necessities like clothing, sun protection, and small accessories like bags or phone chargers.
- Graduations – Consumers are expected to spend an average of $115 on grad gifts. In an NRF survey from 2023, 33% of respondents said they planned to buy a gift for either a high school or college graduate. Cash is expected to be the most common gift.
- Spring cleaning – What’s better than enjoying the sunshine in a clean and organized home? Showcase organizational products, furniture, and cleaning supplies.
- Clothing and beauty refresh – Apparel and beauty will both do well, particularly as wardrobe refreshes are way overdue and there is a strong wave of those returning to an office in some form or fashion.
- Enjoying the outdoors – Warmer weather brings out the urge to warm up outside by camping, playing recreational sports, or playing outdoor games in a newly furnished patio space.
- Spring through summer travel – If the Spring Break itch has not yet been scratched, many will plan and book their summer travel plans now through August.
- Memorial Day – This three-day weekend will offer plenty of clothing and appliance deals on products like grills, patio furniture, and lawnmowers.
- Father’s Day – Despite concerns around inflation, spending is expected to remain comparable year over year this Father’s Day. The top three gift categories are greeting cards, clothing, and special outings.
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We hope these tips will help to guide you through the next quarter during spring and early summer celebrations!
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