Marketing Your CPG Products During Spring & Easter Season

How is your brand connecting with consumers during Spring?

Spring is in the air (almost) and I am personally so excited about it! The month of March and the new season brings with it several reasons to celebrate. Firstly, Green Purse just turned 13 years old on March 1! My birthday is later this month, we will have cherry blossoms blooming toward the end of the month, and then the official start to Spring. Several major holidays are coming up — Easter, Ramadan and Passover and each can be stretched out for an entire season, from a marketing perspective.

HOW MANY ‘MINI EVENTS’ (OR BUYING OPPORTUNITIES) CAN YOU THINK OF FOR THE SPRING SEASON?

There are a lot, especially given how many big, religious holidays fall into Spring this year. Here are just a few examples, with a focus on Easter.

Spruce up for Spring - Many Americans like to welcome Spring (whenever it begins to actually feel like Spring) by sprucing up the outside and insides of their homes with spring decorations and seasonal flowers. Grocery stores and garden centers are keen to promote and sell flowers, like tulips and peonies. In addition to pretty, Spring flowers, many Americans like to dress up their home entrance with season-appropriate welcome mats and garden decor.

Outdoor picnics - Once the weather is warm enough to play outside more, you better believe we’ll all be out there even more taking nature walks, exercising, playing at playgrounds and having picnics.
Easter dress - For households with children that celebrate Easter, buying an Easter outfit is on the agenda for many Americans. For little ladies and big ones too, this can especially be a big deal. Parents often use this time as a good excuse to get professional photos made of the kids or the entire family. I personally like to have matching dresses for my daughter and I, and I’ve already got my photographer lined up for Spring family photos.
Dying Easter eggs - To decorate for Easter and Spring, a lot of households will hard boil eggs and dye them different Spring colors. There are egg-dying kits to buy, or some people may opt for natural, plant-based dyes. After the eggs are properly colored and dried, they make pretty decor items for the household.
Easter baskets - Easter baskets filled with treats are a traditional Easter gift, especially for children. The focus tends to be on confectionary products, like Peeps (sugar covered marshmallows in the shape of baby chickens & rabbits,) Easter eggs with prizes inside, chocolate Easter bunnies, and Easter-themed candy. In addition to candy, a lot of gifts will extend to toys, clothes, games, etc. Adults can certainly be given Easter baskets too (I mean, I want one!)
The big grocery shop - Americans who are celebrating a religious holiday, like Easter, Passover or Ramadan, will be heading to their grocery store (or ordering online) to do a big grocery shop. This is when they’ll pick up the holiday show-stopper (likely a lamb leg or ham,) ingredients for any baking, drinks and probably some flowers too.
Easter day - Americans’ celebrations for Easter day can vary. Church-going folks may rise extra early for a sunrise church service. Typically most Easter meals tend to focus around lunch or dinner — some will host at home and others will go out to celebrate at restaurants. Some mainstays for the day include specific food traditions and for children, an Easter egg hunt. Traditional food on Easter can include: ham, leg of lamb, deviled eggs, hot cross buns, etc.
Orthodox Easter - Don’t forget, there are actually two Easters. Orthodox Christians will celebrate Orthodox Easter a week after regular Easter. Orthodox Easter can look like a repeat of the other Easter, but with a few notable differences — mainly, serving a whole lamb. For example, Greek households in America have a tradition of slaughtering a lamb at a local farm and roasting the whole lamb on our spit grill in the back yard.

Leverage holidays & seasons with our seasonal/holiday-centric PR campaigns

Is Spring or Easter a major selling season for your brand? How is your company planning to connect with consumers during the Spring & Easter season? Do you know what your consumers are most looking forward to for Spring, or what their needs will be?

Learn how your brand can leverage the next season or holiday in your consumer marketing here.

Lastly, check out this list of key dates to engage your consumers with this Spring.