How Marketers Can Flourish this Spring with Top Promotional Tips
Apr 13, 2023
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, household cash flow is expected to grow and accelerate throughout the year. 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.
Bunnies & Matzos
Easter – Sunday, April 9, 2023
Passover – Wednesday, April 5 through Thursday, April 13, 2023
Even though Easter has since ended, there’s no denying that this holiday puts a spring in consumers’ steps and creates a celebratory mood that kicks off our desire to refresh and brighten our surroundings after a long, dark winter.
According to the National Retail Federation's annual survey, Americans planned to spend a record-breaking $24 billion on Easter in 2023, up from $20.8 billion in 2022. The top Easter items consumers purchased include candy, gifts, and food, with clothing, flowers, and decorations following close behind.
Home goods, like dining, decor, and organizing
Specialty holiday-themed gifts, toys, and games
Food and snacks
Welcome to Earth
Earth Day – Saturday, April 22, 2023
Every spring, we celebrate Earth Day by supporting environmental protection through earth-conscious activities, including making 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 8.9% year over year in 2023.
Brands that are known to promote sustainable practices
Gardening accessories and supplies
Reusable household goods
May the Fourth Be with You
Star Wars Day – Thursday, May 4, 2023
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.
Licensed toys like lightsabers, all things Grogu (Baby Yoda), books, and clothing
Streaming services or collectors’ edition films
Specialty foods and party supplies
Celebrating Both Regular and Cool Moms
Mother’s Day – Sunday, May 14, 2023
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. Consumers are planning to spend $25 more this year on Mother’s Day purchases and are expected to spend a record average of $246. 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 range quite a bit, from photo albums and jewelry, to a solo trip to recharge.
Books and photos
Trips and experiences
Other Seasonal and Early Summer Trends
Also look to habits and trends that go hand in hand with the changing of the seasons, and some promotions 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 – Music and cultural festivals are back and aside from tickets, clothing, sun protection, and small accessories like bags or phone chargers will be a necessity.
Graduations – Consumers are expected to spend an average of $115 on grad gifts. In an NRF survey, 33% of respondents say they will be buying a gift for either a high school or college graduate this year. Cash is expected to be the most common gift.
Spring cleaning – What’s better than enjoying the sunshine and coming back to a clean organized home? Showcase organizational products, furniture, and cleaning supplies.
Clothing and beauty refresh – It’s been some time since some of us ventured out with a “getting ready” routine. 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 either camping, 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 be planning and booking their Summer travel plans now through August.
Memorial Day – The three-day weekend will offer plenty of clothing and appliance deals on products such as grills, patio furniture, and lawnmowers. More consumers plan to shop in stores for this holiday.
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.
We hope these tips will help to guide you through the next quarter during spring and early summer celebrations!