Luke Harding

Director of sales & marketing—inspirational channel

Gregg Gift Company/Enesco

With Easter fast approaching, what types of products are not-to-miss? Easter has a tight window for vendors and retailers to work in, so it’s important to limit selection to products that typically have a lower price point than equivalent Christmas items, for example. Products, books and music that specifically celebrate Christ’s resurrection should be pulled together in a feature section in the front of the store. And, of course, don’t forget the kids. Even though Easter eggs and bunnies aren’t exactly Christian icons, they are a pervasive part of the holiday and can be used to package items or elements that illustrate the true nature of Easter. Opening price points of $5 and under tend to drive some of this business. Also, when choosing items over $25 or $30 retail, try to buy products that have extended shelf life beyond Easter; this will help minimize inventory risk while still allowing you to offer higher-priced merchandise. Items that work for Mother’s Day as well are the place to focus when looking at higher price points. Be sure to mix in some garden products at this time of year. Gardening is one of the largest hobbies in the U.S., and your customers are probably hard pressed to find faith-based garden products at big box home improvement stores.

What color trends do retailers need to be aware of? Purples are a very important part of Easter colors for us. We find that including this color in certain products—banners and flags, for example—really helps with sell-through. Bright spring colors work best for kids’ products, and they do for garden as well.

In terms of pricing, what do you expect consumers will be spending for the holiday? Because of Easter’s short selling and decorating window, consumers tend to spend less than they would for Christmas—perhaps more in the range of what you’d see for Thanksgiving. If you can get $30-$40 of Easter and/or spring product into your consumers’ hands, you’re probably doing great. Having a mix of several products under $10 and a few nice ones up to $30 should help get the most out of the Easter opportunity. 

How can stores add on to sales per customer this season? There are a whole lot of Christian consumers out there that will have an Easter basket for their family. Offering chocolates, baskets and other decorating or gift-giving products is a good way to add on to sales. After all, if they’re in your store to buy Easter products, why not offer things that they’ll buy elsewhere if you don’t stock them?

What recommendations do you have for merchandising/display of Easter products? Products, books and music that specifically celebrate Christ’s resurrection should be pulled together in a feature section in the front of the store. This is a great time to try your hand at evangelizing with merchandise—try to make a ‘New Christian’ section in your store that has some key ‘ingredients’ to help newly saved people start their journey with God. Also, if there’s any way for you to work in Easter items with your garden section, give that a shot—you’ll be happy with the results. Just as Easter is a celebration of Christ’s ascension into heaven, it’s also the perfect time for us to enjoy the beauty and rebirth of the natural world He’s created. Anything you can do to provide an atmosphere of rebirth will go a long way with your guests. Birdsong and babbling brook sounds mixed with your favorite Easter hymns played over the sound system? Freshly blooming daffodils mixed with your garden section? Use your imagination and sense of style, and you’ll create a great environment for your guests.

• Prev
• Next