Now that we’ve all had our fill of Easter eggs and the deliciously persistent aroma of toasted hot cross buns has finally dissipated, it’s time to hop into the results of our Easter campaign to hunt for the sweet facts nestled within.
While the Year of the Rabbit may have begun with uncertainty and regular news articles diving into the cost of living crisis and rising interest rates, with Easter, that rabbit came bounding in with a refreshing basket full of optimism, with Australian Retail Association CEO, Paul Zahra, saying, “For many Australians, Easter is the last break before winter sets in, and a respite from an intense start to the year. Whilst shoppers are already beginning to tighten their purse strings, these special occasions are a welcome time of indulgence.”*
And their predictions were right, according to new Westpac DataX research in conjunction with the Australian Retailers Association, “Australians spent $8.1 billion over the week of Easter (2-8 April) – up a modest 4.5% on last year amid a softening of discretionary spending and high inflation.”*
At Cashrewards, our results were no exception, as Australians flocked online to make the most of our Easter offerings. With the campaign running the week before Easter, we saw a spending increase of 38% year-on-year, compared with the same period last year (Easter, 2022) and saw some large gains, particularly in tech & electrical, travel and liquor.
Overall, our Total Transaction Value for the Easter campaign went up by 70%, with our best performers being travel, which saw an increase of 117%, tech & electrical, rising by 144%, and retail, up 104% as compared with our Easter campaign 2022.
Head of Shopper Marketing Karlien McLeod stated 'The result of the rising cost of living has seen many of our members shop more strategically to find the best deals and save.' McLeod adds, 'That’s why key campaigns on the retail calendar are a great opportunity for our brand partners to engage with our members who are looking for the best deals.'
We also hopped to year-on-year growth, with an increase of 30% in new members and 26% in active members shopping over the Easter Campaign, when compared with last year's numbers!
So, while the cost of living crisis continues to force people to tighten their belts across the country – we’ve found that when it comes to peak seasonal retail periods like Easter, Australians are taking the opportunity to treat themselves and cashback when they do.
If you’re interested in getting your brand in front of these high value members, hop on the phone and give us a call and let’s work out how we can work together to achieve your business objectives while making the most of these key retail events and strategic seasonal spikes in shopping.
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