Egg-cellent business tips for making the most of Easter holidays

The key to a business’s success over the Easter holiday is planning and preparation, says Shawn Charlie, Area Manager at Business Partners Limited, not only for businesses whose sales boom over the period, but also for businesses that see a decrease a decrease in trading activities or shut down completely.

During Easter many retail and service businesses see a surge in sales, while construction and manufacturing sectors often pause operations. One factor all industries have in common is that the March-April sales pattern differ significantly from other months. Understanding those differences and being able to predict them more accurately are what allow businesses to maximise their Easter opportunities.

6 tips for business owners to make the most of the Easter period:

1. Understand cultural landscape: The Easter period remains one of the most important family holidays in South Africa, thanks to its key dates having the status of official public holidays. Its importance as a consumer event will therefore always remain part of the business landscape. While 80% of South Africans identify as Christian, many communities have shifted from the religious aspects of Easter to a more general family holiday.These trends can subtly influence spending patterns. Business owners who stay attuned to such cultural currents are best positioned to capitalise on the Easter consumer boom.

2. Start preparing early: Unlike Christmas, the dates of the Easter holiday change each year. Generally, Easter falls in March instead of April once every four years.  Its proximity to other significant dates such as Human Rights Day in March, school holidays, Freedom Day, and Workers Day on May 1, can transform Easter into a major holiday, impacting consumer spending patterns.Additionally, Easter can sometimes overlap with the Jewish Passover and the Muslim Ramadan, further amplifying the changes in consumer spending patterns. By keeping an eye on the calendar and these overlapping events, businesses can better prepare and capitalise on the Easter season.

3. Leverage your location: Inland businesses might see lower sales as families travel to the coast for a break. However, businesses along the travel routes may experience a significant spike in sales if they position themselves as convenient stops for travellers. This is especially true for businesses close to Polokwane, home to the largest Easter gathering in South Africa, that of the Zion Christian Church.

4. Understand your customers: One of the keys to business success is to know the spending habits of your customers, which vary by income-level. These habits will also change over time due to being influenced by broader trends.

5. Craft thoughtful promotions: Easter’s festive atmosphere is perfect for special promotions but remember that marketing noise increases during this time. In order to stand out, think creatively and tailor your promotions to suit your specific client base rather than copying other businesses.

6. Plan your staffing needs: If your business thrives around Easter, prepare your staff for extra shifts, longer hours, and start training temporary reinforcements early. For businesses that close over Easter, encouraging staff to take their annual leave during this period might benefit them, and the business.