Christmas and Easter are the two most important holidays of the Christian calendar. But, from a retail perspective, the two holidays couldn’t be more different.
While Christmas is a retail gold mine, Easter has little impact on sales, which makes this holiday a prime target for marketers looking to boost the bottom line.
You may think only chocolate marketers get excited about Easter — after all, it’s second only to Halloween for chocolate sales — but marketers are managing to use Christianity’s holiest day to sell more than candy.
Last Easter in the U.K., supermarket chain Tesco gave the classic egg hunt a technological twist. Using Google Street View, contestants could find virtual eggs in their own neighbourhoods and redeem them for prizes.
Kmart’s 2013 ad re-positions Easter as being more Christmas-like, with gift-obsessed kids rushing into the living room to revel in their massive Easter bounty. But their zeal is interrupted by another gift from their beaming father.
The more ads you watch, the more it seems Easter is an event that requires buying a new wardrobe.
But to complete the Christmasization of Easter, children would have to expect toys, like they do in a recent ad from Toys R Us.
Amid all this retail clutter, Christian churches are striving to attract people to Easter services.
In this commercial from last year, the Genesis Church in Houston, Texas, showed images of bloody nails and thorns, Christ being flagellated, and a sacrificed lamb.
(Warning: Graphic images)
Not quite as easy a sell as Christmas’s newborn baby and gifts from wise men, but marketers live in hope that one day they’ll be able to resurrect Easter as the second major retail event of the year.