What did Easter at retail look like worldwide?

The Instore Report “Easter at Retail Worldwide 2021”

A snapshot of instore activations from 11 countries.

Overview and insights

The global network at Shop! has worked together to give members a snapshot of what Easter looked like at retail across 11 countries.

As the relevance of Easter varies in individual countries, so does the weight of shopper marketing spend instore. But for retailers and brand manufacturers across the world, creating an Easter occasion instore adds value to overall shopper experience and can influence customer behaviour around gifting and meal preparation.
Instore activities are mainly from grocery retail, but there are also great examples from cosmetics and fashion.
You will see instore activities based on the Easter mindset of customers.
Easter instore is alive as well, although for some participant countries its less important (Japan, China) and in some countries Easter takes place on a different date (Russia).
Retailers are increasing their integrated path to purchase strategies, which can be seen through more streamlined approaches throughout above the line and below the line activities in many countries.
The big brands are dominant in presentations on the shop floor, but also on shelf. A secondary placement is often used as a tactical approach instore.
Print media is still very present. Temporary POP in carboard is mostly used but the use of digital is rising. You will see clever solutions, creativity, inspiration, design, stopping power, messaging, (from the brands but also from the retailer).
Instore media - You will see displays (counter, window, FSDU and pallet) displays integrated in fixtures, signage print and digital, graphics, adhesives, decoration, window dressing, visual merchandising, digital screens, lighting, props, promotions, packaging, shop in shop.
Location – See where the top merchandise locations are instore.

A big thank you to all POPAI/Shop! countries who made this report possible.

Download global visual report