According to recent data from Statistics SA, the retail trade sector in South Africa saw an increase of over 7% in April 2022 compared to the same period in 2021. This surge in consumer demand was driven by general dealers and the clothing, footwear, and leather goods sectors. With this year being the second Easter long weekend unrestricted by lockdown laws and public gathering limitations since 2019, small- to medium-sized enterprises (SMEs) operating within the retail sector can leverage this seasonal hype to increase sales.
Here are some strategic steps that small businesses can take to make the most of the Easter period:
- Leverage the hype of the hunt: People of all ages enjoy hunting for hidden surprises, and Easter is the perfect time to create digital versions of the hunt on e-commerce websites and social media pages. By “hiding” eggs and spot prizes on various web pages, businesses can attract more traffic to their websites and increase brand awareness.
- Offer free prizes: Easter is an ideal time to give away free product samples or even chocolates and mini Easter eggs to attract foot traffic in-store. Enhancing the in-store experience or “shopper-entertainment” factors can go a long way in boosting sales revenue and encouraging repeat buys.
- Find ways to add value: Many South African consumers are seeking value-enhanced service offerings, a rich customer experience, benefits for brand loyalty, and competitive pricing. Small businesses can look at how they can add value through promotions and special offers, as well as product bundle deals and exclusive discounts for loyal customers.
- Focus on the school holiday: Easter marks the beginning of the school holidays for many schools across the country, making it a busy time for tourism. Small businesses in the tourism and travel industry should look for ways to push family-friendly messaging and communicate their child-friendly offerings. By framing their messaging and campaigns around the school holidays, small businesses can carve out a niche for their product or service amidst the flurry of content and advertising that surrounds the occasion.
Overall, small businesses can capitalize on the hype surrounding Easter by being creative, offering value-added services, and targeting their messaging to the right audience. By doing so, they can boost sales revenue and attract new customers during this festive period.