Boost Your Easter Sales: Strategies for Retailers
Let's talk Easter. It's almost here; frankly, too many shops leave money on the table during this peak trading period. It's a shame if you look at the splurge forecast's potential for Easter this year. Potential doesn't pay the bills. Making the most of Easter isn't about luck; it's about smart, decisive action based on facts, not guesswork. Do something to capture your share of the Easter spend!
The Easter Spending Reality: Know the Numbers, Then Act
Before we talk about strategy, could we clarify the fact? The Australian Retailers Association (ARA) and Roy Morgan have laid out the landscape for Easter 2025.
While shoppers might be watching their wallets overall, they plan to spend. Your job is to align your shop with where the money is going.
Everyone is talking about the fact that Easter goods will be dearer in 2025 than last year. We can't do anything about it, but please be ready to answer people if it comes up. I doubt it will be hard to explain as they know about this problem unless they live under a rock.
Figures show that, on average, shoppers will have to spend about 9.5% more on their Easter chocolates than on Easter 2024. Interestingly, Darrell Lea, the brand of many of my customers in the market, has no price from what I could see.
Common Easter Retailing Mistakes (And How You'll Avoid Them)
Based on my experience working with countless retailers, here are the critical errors I see businesses make year after year during Easter. Avoid these, and you're already ahead of the pack.
Mistake 1: Ignoring the Data & using gut feel
Too many retailers rely on gut feelings and/or memory without checking the facts. That's just lazy. Do some research, particularly on food and chocolates. Your stocking decisions must reflect this reality.
Action
Dive into your Point of Sale (POS) system. Run reports like "Top Selling Items" or "Sales by Category" for last year's Easter period (use the two weeks leading up to Easter Sunday). See what is sold in your shop! Don't guess, but know!
Action
Use this data and the 2025 spending forecasts to place your orders. Look at proven sellers in the key categories (treats, DIY). Don't forget small items like themed decorations, small gifts and greeting cards. Put them where they will be noticed.
Mistake 2: Being Invisible
Potential customers will walk past your shop if people cannot see your Easter product. For Easter, they need an immediate, compelling reason to enter. Weak window signage or your generic display won't cut it. You must grab attention and scream to the world, "Easter products here!"
Action
Use bold, clear signage in windows and throughout the store. Announce your Easter specials, highlight key product categories (Easter treats, DIY supplies), and make your unique selling points obvious.
Mistake 3: Running Uninspired Promotions
Slapping a simple "10% off" sign-up is unimaginative and often erodes your margin. Customers are bombarded with discounts; yours must be more innovative and engaging to drive sales and increase basket size.
Action
Create an Easter Bundle.
Most of you have a loyalty program; use it!
Mistake 5: Flying Blind Without Your POS Data
It loops back to Mistake 1 above, but it deserves its point because it's fundamental. Your POS system isn't just for taking payments; it's your business intelligence hub. Failing to use its reporting tools before and during a peak period like Easter is like driving blindfolded.
Action: Deeply analyse last year's Easter sales data before ordering.
Need some ideas
See what worked last year in your shop
Go to Register reports.
Now pick "Top N Stock Sales for a Given Period."
Put in,, say,, two weeks before Easter 2024, and check them out
As these items worked for you then, they should work for you again this year.
Now look at:
-Top-selling products overall.
-Best-performing categories.
-Sales trends day-by-day (when did the rush start?)
-Average transaction value (can promotions lift this?).
Your Easter Success is 100% you.
Let's be blunt: Easter presents a significant opportunity. Whether you capture your fair share depends on preparation and execution.
Good luck, and make this Easter your most profitable yet.
Easter is a great day to shop in retail as the holiday season is short, but sales can be impressive.
Written by:
Bernard Zimmermann is the founding director at POS Solutions, a leading point-of-sale system company with 45 years of industry experience. He consults to various organisations, from small businesses to large retailers and government institutions. Bernard is passionate about helping companies optimise their operations through innovative POS technology and enabling seamless customer experiences through effective software solutions.
