Alongside the well-known Christian traditions, Easter is also an important commercial occasion that can generate great sales opportunities, especially if your niche market is linked to products that are relevant to the occasion.
And we don’t just mean chocolate eggs and bunnies – other types of products can be promoted, in order to boost your business and increase sales in the first quarter of the year.
Beginning to plan a successful Easter campaign involves analyzing consumer behavior trends and the factors guiding Brazilians’ purchasing decisions during this period.
Mintel’s “Global Consumer Trends 2023” report reveals that customers are increasingly searching for brands that act directly in a positive way regarding the environment and valuing and supporting local communities throughout the year.
People are no longer searching for products or services alone, but rather for causes that are important to them, making this value connect with the cost x benefit ratio.
Making an open and transparent connection with your audience is the best way to achieve success and establish a lasting relationship with customers, and that can make all the difference, particularly when it comes to creating strong media relations.
Another point to be highlighted is that the country’s current economic situation has an effect on consumer behavior. In April 2021, when Brazil and the rest of the world were in the midst of a pandemic, the term “easter egg” was searched for 301,000 times – 67,000 less than the following year, when the situation improved.
On the other hand, the term “chocolate bars” (a cheaper alternative to the egg) was searched for 74,000 times in 2021, 16,000 less than in the Easter period of 2022.
The market is tipped to recover still further this year, with many more consumers shopping. Here are some tips to help you improve your business performance during the upcoming Easter period in Brazil.
1. Omnichannel
It is no secret that Omnichannel is the trend of the moment! The integration of offline and online stores provides a more unified experience to customers, ensuring greater quality in customer service, services, and products purchased.
With all channels interconnected, the buying process is more fluid and consistent. And e-commerce is here to stay, so if you want your brand to grow, it is worth investing in virtual and integrated means.
As a complement to this tactic, why not offer cashbacks, gifts and seasonal sales linked to Easter?
2. Your brand at Easter
Adapting your brand image according to commemorative dates is one of the best ways to connect and strengthen bonds with your consumers.
Within this strategy, try changing social media design, logos and even the packaging of products. You can also work with the feelings and symbolism of this time of year, which will make customers associate the aesthetics of your brand with Easter.
3. Listen to your audience
If you want to do business in Brazil, it is important to know that the vast majority of the native population does price research before making a decision. Consumers also look far beyond traditional brands.
A survey released by Facebook Business in 2020 notes that products purchased during the Easter season are aimed at:
- children (59%)
- spouses (42%)
- mothers (41%)
- nephews and nieces (33%)
The report also listed the following decisive factors at the time of purchase:
- Price (51%)
- Quality (48%)
- Sales and discounts (41%)
- Diversity of items (29%)
- Brand (20%)
This data can help you plan and execute your strategy effectively, achieving greater sales and building brand awareness throughout the country. Study your niche market and understand where your audiences are, and what tools are required to reach them.
Ready to start your Easter campaign in Brazil? Take a look at our blog for more Marketing tips
