Easter isn’t just about fluffy bunnies and chocolate eggs – it’s also the perfect opportunity to make improvements to your home. If you’re a retailer, be prepared for the influx of Easter searches with an intelligent PPC strategy.
What are your plans for this Easter? If you’re not going away for the four-day bank holiday weekend, it’s possible that you’ll take the opportunity to carry out some DIY renovations on your home, or maybe even get out in the garden before the start of summer – that’s what millions of UK customers will be doing, anyway.
Last year, Diane Wehrle, Director of Marketing and Insights at Springboard, predicted that out-of-town retail parks with DIY stores and furniture retailers would see a massive boom in sales over the course of Retail Week. She said that such locations would benefit from “an increase of 6.1% in footfall over the weekend compared with last year, with the biggest rise on Good Friday at 9.5% and Easter Saturday at 7%.” This year, the same is likely true, as is the fact that many of the searches for your products will start online – before customers head into your store.
Wehrle went on to say that increasing home prices are a big factor in the huge jump, as more and more people are taking the route of trying to add value to their existing homes, rather than purchasing new ones. Meanwhile, greater job stability and more disposable income are another two factors pushing customers to flock toward the likes of Homebase, B&Q, and Wickes.
If the weather is good, DIY stores should expect an influx of visitors interested in buying equipment for exterior home improvements and gardening – after all, April is the time when folks head outside to tend to their gardens.
Is Easter Really the Hottest Time for DIY?
Google Trends Data, 2014
Last year, Easter fell on April 20, so we should have seen a bigger spike over that weekend than what we’ve seen on the other bank holiday weekends. And yet, Google Trends data shows that more people were shopping for DIY-related items on the October bank holiday. So what gives?
The Easter bank holiday is the only one in the UK that includes Friday and Monday (except in those years when Christmas falls on a Friday), so searches for special deals on Easter create a more prolonged peak, covering Friday, Saturday, Sunday, and Monday. We should also keep in mind that many view the actual holiday of Easter as a time to spend with family and, therefore, aren’t looking to do any serious work on the day itself.
Further extending last year’s peak, the early May bank holiday came around just two weeks later, offering another opportunity for DIY home improvement. And the same held true for the late May bank holiday two weeks after that. The result? A nearly six-week peak in searches, lasting from mid-April until the end of May.
This year, however, Easter falls earlier in April, so we expect to see a more pronounced spike than witnessed last year. Before we can prove that hypothesis, though, we’ll have to analyse Adthena’s DIY data once it becomes available, which should come in between the day itself and the two May bank holidays.
How to Prepare for the Extra Customers
Although DIY stores experienced a spike in traffic last year, other shopping centres and stores actually saw it drop. That’s why it’s important to get your business’ house in order before the holiday comes around to guarantee success.
Here are three top tips for preparing your sponsored search strategy in advance of the yearly spike in Easter bank holiday DIY searches.
Ensure that you have a hub or landing page on your site for bank holiday or Easter deals, whether you’re a DIY retailer or you just sell items related to DIY projects. Remember that you can adjust these pages after Easter to embrace the May bank holidays if you don’t want to invest in development solely for one occasion.
- Think about your PPC spend. There’s no use in starting to bid on Easter keywords only a couple of days before the event – it’ll be too late by then. Do your research using Adthena’s competitive intelligence and find out how your competitors used sponsored search last year. Which products were most popular and how can you allocate your marketing budget wisely to boost ROI?
- Widen your keyword list to get more specific, or start including these terms in your ad copy to make them more attractive to customers. Research, research, and research again to ensure your strategy is as fruitful as possible throughout Easter and beyond.
Although you may think it’s too late to start your Easter bank holiday DIY campaign now, you can still make significant improvements to your sponsored search strategy and build on these successes during the rest of the bank holiday periods coming this year.
And check in with us again after Easter to see how the DIY stores performed over the bank holiday weekend and how you can replicate their winning strategy.