Easter eCommerce: Food and drink comes out on top

The Easter bunnies may have hopped but did the online shoppers shop?

With poor weather forecast for the Easter Bank Holiday weekend, experts predicted that many consumers would stay at home and enjoy the benefits of the spring sales from the comfort of their sofas. However, high street stores weren’t the only ones to show signs of slowing.

Data from eCommerce Trends showed that online traffic slowed over the bank holiday weekend and was actually down by 6.3% on last year’s Easter weekend.

This fall came as a surprise, despite an anticipated slow sales growth. Saturday 31st, however, saw an increase of 3.3% in online transactions, perhaps meaning that Good Friday, Easter Sunday and Easter Monday were instead spent with family, taking part in other activities.

Unsurprisingly, one area which did grow significantly was food and drink. Looking at the data from January to the start of April 2018, it seems that food and drink sales are up 17% on the same time last year. And when we focus our attention specifically on the Easter week (26th March-2nd April), it seems that transactions were up by over a quarter compared to the Easter week of 2017.

Transactions really peaked on Monday 26th (the Monday prior to the Easter holidays) when consumers shopped 45% more than the same time last year. This probably accounts for the fact that many people added on an extra few days to extend the Easter holidays, and lots of people bought their food and drink – and of course, Easter eggs – in advance ready for the bank holiday.

This trend continued on the Friday when traffic was up almost 40%. This shows that people were really focused around entertaining, cooking and family time rather going out to the high streets and shopping online.

Regardless of the overall fall in sales, mobile traffic continued to grow – particularly on Easter Day, when mobile devices accounted for over 61%, compared to just over 38% PC. This is a significant rise when we consider that mobile transactions for 2018 so far have stood at 45% overall.

This continued increase in mobile traffic reinforces just how important it is for retailers to optimise their user experience and keep shoppers happy.

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