Alex Lawrence, Copy & Content Executive, IPM
The usual and familiar annual holidays – Valentine’s Day,
Pancake Day, Easter - are all big business for brands. Savvy reported that 8 percent of UK
shoppers were planning to get involved in Valentine’s Day this year, predicting
spending to reach £853m. This reflects the fact that when
these holidays come around, consumers are in a buying mindset and are therefore
more likely to pay your brand some attention. This is often the perfect
opportunity for brands to create themed activations to spark shopper interest.
However, because holidays like Easter are so popular with
brands when it comes to creating great promotions or activations, it can mean
it’s often hard to stand out from the crowd. This Easter, we can expect to see
a lot of brand activity, with huge names like Cadbury monopolising the season.
That’s when, especially for smaller brands, the niche and
less familiar national / international holidays can be helpful…
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