Holiday Marketing During Spring & Easter 2023

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.

Easter bunny cake

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.

Lisa Mabe Founder & CEO, Green Purse

Contact Lisa



Holiday Marketing During Spring & Easter

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 12 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. The Easter holiday takes centerstage, but even Easter is more than just a one-day event; it too can be stretched out for an entire season, from a marketing perspective.

DATES OF NOTE DURING SPRING

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.

Easter bunny cake

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.

Lisa Mabe Founder & CEO, Green Purse

Contact Lisa



Holiday Marketing Opportunities for Easter & Spring

Holiday Marketing Opportunities for Easter & Spring

American consumers need something to look forward to; Spring and Easter could be a turning point

The Easter holiday is more than just a one-time event on April 4th; it’s an entire season, including the Spring season and celebrating warmer weather. This will be our second Easter and Spring under the cloud of the pandemic, but rest assured, Americans are keen to celebrate in a big way as we are literally looking for any excuse to distract ourselves from our daily stress.

Even in a pandemic with varying levels of restrictions here in the USA, below are a few of the “mini events” brands can still build shopper marketing around leading up to Easter on April 4th.

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

• 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 - Getting outside for sunshine and fresh air is one of the best things we can do for ourselves during these cooped up, pandemic days. Once the weather is warm enough to play outside, you better believe we’ll all be out there taking nature walks, exercising, playing at playgrounds and having picnics. While we expect to be masked up and socially distanced for quite some time, Americans are hopeful that come Spring things can possibly loosen up a little bit. After over a year of staying home and virtual everything, we are all craving physical, in-person experiences with others. Here’s hoping that vaccine can get to a lot more people come Spring.

• Easter dress - For households with children, normally buying an Easter outfit is on the agenda for some Americans. The difference is this year, there’s basically no where to go if you get all dressed up. Still, some people will go for it. 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. While the focus tends to be on confectionary products, like Peeps (sugar covered marshmallows in the shape of baby chickens,) Easter eggs with prizes inside, chocolate Easter bunnies, and Easter-themed candy, a lot of gifts will extend to toys, clothes, games, etc. Adults can certainly be given Easter baskets too.

• Treat bags to welcome Spring & Easter - Since many community events (like neighborhood or church Easter egg hunts) will still be off the table, some American neighborhoods (especially suburban areas) are likely to bring joy by dropping off treat bags at the front doors of their friends and neighbors’ homes. Some of the people I’ve conducted research with recently tell me that they are planning to drop off goodies to friends and neighbors (in particular, parents/grandparents, elderly neighbors, neighborhood families with children — basically everyone who would use a good cheering up) to welcome Spring on the first day of Spring and also again for Easter.

• The big grocery shop - Even for our smaller celebrations this year, Americans will be heading to their grocery store (or ordering online) to do a big Easter shop. This is when they’ll pick up their Easter ham or lamb, 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 (likely to be outside.) Typically most Easter meals tend to focus around lunch or dinner — mostly at home this year, or perhaps outdoor seating at restaurants for those in non-restricted areas. 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, baked goods, etc.

• Orthodox Easter - Don’t forget, there are actually two Easters. Orthodox Christians will celebrate Orthodox Easter almost a full month later, on May 2nd. Orthodox Easter can look like a repeat of the regular Easter, but with a few notable differences — mainly, serving a whole lamb. For example, my husband’s Greek family has a tradition of slaughtering a lamb at a local farm and roasting the whole lamb on our spit grill in the back yard in time for our big, Greek Easter party. Sadly, no big party for us this year, but we will likely still roast an entire lamb, but just for our own household, freezing the leftovers.

Easter bunny cake

Koulourakia, traditional Easter cookies from Greek culture

Holiday Planning Help

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?

Contact me to discuss how your brand or retailer can leverage the next season (Spring) or holiday (Easter) in your consumer marketing. We can conduct virtual research now with our panel of American consumers to test ideas & ask questions about their plans for Spring, or we can explore planning or implementing a holiday/seasonal marketing campaign for your brand.

Lisa Mabe Founder & CEO, Green Purse

Contact Lisa



Shopper Marketing Opportunities for Spring & Easter

MULTIPLE PURCHASE OPPORTUNITIES LEADING UP TO EASTER

One of my favorite seasons is Spring and holidays is Easter, and lucky for me, I usually get to celebrate Easter twice! Although it varies each year, Orthodox Easter, or “Greek Easter” as we call it, is sometimes a week or so off from regular Easter. My husband, Yianni, is Greek and Easter is a HUGE holiday in his culture, so we always celebrate both regular and Orthodox Easter.

Whether it’s social media marketing or traditional public relations, building messaging and content around holidays (major holidays, like Easter, and also the plethora of ‘marketing holidays,’ like National Picnic Day - April 23, 2020) and seasons serves as a foundation for guiding the marketing communications programs that Green Purse PR plans and creates for its clients.

Spring of course lasts for a while; it technically begins March 19, although it likely won’t feel like it until closer to Easter. Easter is more than just a one-time event on April 12 (and April 19 for Orthodox Easter.) Both Spring and Easter can include what we like to call “mini events,” which can stretch out the season and create even more purchase opportunities.

How many ‘mini events’ (or buying opportunities) are there for Spring & Easter?

Turns out, there are several, depending on your product category and who you’re targeting. Here are a few that we try to leverage for some of our clients that focus on the Easter holiday.

• Spruce up for Spring - Many Americans like to welcome Spring (whenever it begins to feel like Spring) by sprucing up their homes with seasonal flowers, often outside their front door or inside their homes. 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.

Spring tulips at Whole Foods Market

Photo source: potterybarn.com

• Easter Dress - For households with children, buying an Easter outfit is on the agenda for some Americans, especially those planning to dress up for parties or church activities. 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. While the focus tends to be on confectionary products, like Peeps (sugar covered marshmallows in the shape of baby chickens,) Easter eggs with prizes inside, chocolate Easter bunnies, and Easter-themed candy, a lot of gifts will extend to toys, clothes, games, etc. Adults can certainly be given Easter baskets too.

• Neighborhood Events - Some American neighborhoods (especially suburban areas) are likely to have a big Easter egg hunt and party. Some even have an Easter bunny for kids to meet and greet.

• Go see the Easter Bunny - This is a very American thing (actually, all of this is,) but if the neighborhood or church community did not offer an Easter bunny opportunity, many families will go see the Easter Bunny at a local shopping mall. A bit similar to going to see Santa Claus before Christmas, visiting with the Easter Bunny is mostly just to get a fun, festive photo. Parents tend to have children dressed up in their Sunday best for this visit and buy professional photos of the encounter.

• The Big Grocery Shop - For those planning to entertain family and friends at home, they’ll be heading to their grocery store to do a big Easter shop. This is when they’ll pick up their Easter ham or lamb, 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 at home, and others going out to 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, baked goods, etc.

• Hostess Gift - For those heading to someone else’s home to celebrate, they will bring a hostess gift, which could include some of the following: flowers, wine, dessert, or maybe a side dish if guests have been asked to contribute to the meal. If the hostess has children, some guests will likely bring a small treat for the children as well.

• Orthodox Easter - For Orthodox Christians, they’ll celebrate Orthodox Easter, which this year, is one week later. Orthodox Easter can look like a repeat of the regular Easter, but with a few notable differences — mainly, serving a whole lamb. For example, my husband’s Greek family has a tradition of slaughtering a lamb at a local farm and roasting the whole lamb on our spit grill in the back yard in time for our big, Greek Easter party.

Easter egg hunt

Easter bunny cake

Koulourakia, traditional Easter cookies from Greek culture

Holiday Planning Help

Is Easter or Spring a major selling season for your brand? How is your company planning to connect with consumers during the spring & Easter season?

Contact me to discuss how your brand or retailer can leverage the next big holiday in your consumer marketing. We offer 1-hour consulting call, or we can explore having Green Purse PR plan or implement a holiday marketing campaign for you.

- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR

Connecting with Consumers on Social Media Leading up to Valentine's Day

CONNECTING WITH CONSUMERS ON SOCIAL MEDIA LEADING UP TO VALENTINE’S DAY

Marketers LOVE Valentine’s Day. Sales for candy, flowers (especially roses,) cards and food & drinks for fancy dinners (dining out at a restaurant, or at home) go through the roof!

I want marketers to get the most out of this holiday by leveraging the many opportunities that the ‘season of love’ can offer. Building social media messaging and content around holidays (both major holidays, like Valentine’s Day, and also the plethora of ‘marketing holidays,’ like National Strawberry Day - Feb 27, 2020) and seasons serves as a foundation for guiding the social media programs Green Purse PR creates for its clients in the natural products industry. Valentine’s Day is more than just a one-time event on February 14th. Each major holiday can include what we like to call “mini events,” which can stretch out the season and create even more purchase opportunities.

How many ‘mini events’ (or buying opportunities) can you think of for the Valentine’s season?

Turns out, there are several, depending on your product category and who you’re targeting.

• Home decorating - Many Americans decorate for Valentine’s Day a couple weeks before the holiday. Those decorations might include a front door wreath, a front door welcome mat, and kitchen decor (like a heart-shaped candy dish, towels, etc.)

Photo source: paintedpinkpeonyco via Instagram

• Kids play room decorations - For households with children, they are likely to put more effort and money into decorating for this holiday. Children are likely to make cards for family and school friends, make holiday art & craft projects, etc.

• Gift shopping - As soon as the New Year’s holiday is over, retailers go straight into Valentine’s Day merchandising. Grocery retailers and others like Target and HomeGoods are a go-to source for Valentine’s decorations, candy, food snacks, flowers and toys.

• School parties - For families with children in school, they are likely to have a Valentine’s Day school party. This may require buying small gifts for the entire class, or bringing a food item for a party. Many parents will also buy a teacher’s gift to show their love and appreciation.

• Neighborhood events - Some American neighborhoods may have holiday events, like a crafting workshop for kids where they can enjoy food & drink treats + making Valentine’s Day cards.

• Valentine’s Day - the main days for giving gifts for Valentine’s Day, which are often for significant others (wives, husbands, partners, girlfriends, boyfriends, etc.) Don’t forget, gifting also extends beyond the significant other sometimes, to include children, friends and coworkers. Traditional gifts on this day include: flowers (a dozen red roses,) jewelry, chocolates (and other candy,) and cards. While some people shop for their Valentine’s Day gifts well ahead of time, there are plenty who also wait until the last minute to buy gifts.

Valentine’s merchandising at Whole Foods Market, 2020

How is your brand or retailer connecting with consumers on social media during the many mini-events throughout the Valentine’s season?

Let me know by commenting below.

- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR