Whether it’s to fill up easter baskets and plastic eggs for the kids, or snagging a bag of cadbury mini eggs before they’re out of our lives for another year, Americans spend millions on Easter candy each year. According to data from the National Retail Federation, the average American typically spends about $20 on Easter candy, and some years Easter is actually the top candy-selling holiday of the entire year.
As the leader in global ecommerce acceleration, we’re constantly analyzing trends in online commerce to help brands understand how various events (like Easter) impact consumer behavior. So, with Easter around the corner, we wanted to discover:
To find out the answers to these questions, our data science team chose an array of candy varieties and analyzed market demand on Amazon over the past few years.
To best understand which types of candy are the most popular during Easter, we thought it would help to start by better understanding exactly when Easter candy experiences the most demand.
As you’d expect, the types of candy most associated with Easter experience a huge surge in demand during the spring. Demand rose by as much as 23% during the week of Valentine’s Day, dipped slightly, and then began a steady climb throughout late February and all of March.
The week just before Easter, which fell on April 4th last year, saw demand peak at an impressive 117% increase vs the annual average.
Now let’s dive a little deeper into the data, starting by examining demand for different types of candy on Amazon during that week of March 28th - April 3rd.
Here’s what we found:
Out of the twelve candy terms in our analysis, Peeps and jelly beans combined for nearly half of all demand during the week leading up to Easter. And once you throw in third place Cadbury Eggs, you’ve got 57% of all demand from this group.
(Peeps lovers: keep this in your back pocket next time someone mocks your favorite Easter treat.)
Skittles were the next most popular while Starburst Jelly Beans rounded out the top five.
While the previous chart showed us how much of the total weekly demand each type of candy got during Easter, we really wanted to see which candy got the biggest boost relative to the rest of the year.
To do so, we took average weekly demand from March 4th through April 4th for each type of candy and compared it to their average throughout the year.
Cadbury Eggs and Peeps both saw demand up by over 200% while jelly beans, Cadbury Mini Eggs, and Starburst Jelly Beans all saw demand increase by 99% or more.
Our more “standard” candy options, while still certainly popular during easter time, remained popular enough throughout the rest of the year to see little to no increase in average weekly demand.
To better visualize Easter’s impact on candy sales, we charted weekly demand for Jan 2021 through the first of March 2022.
As you’d expect, demand for specialty Easter candies spend most of the year at or close to zero, then skyrocket in Mid-March before peaking the week of March 28th.
Chocolate Bunnies certainly see the most dramatic lift, as they spend almost the entire year with demand at zero. Starburst Jelly Beans, meanwhile, experienced more consistent popularity throughout the rest of the year, but they’re still far and away at their most popular during easter.
For a comparison, here’s the same view for the more “standard” types of candy in our analysis:
Here we see that Valentine’s Day is the biggest time of year for most of these “standard” types of Candy. Sour Patch got the biggest Easter bump out of these types, with a 10% increase in demand during the week leading up to the holiday.
October also drove some demand, but it’s all about Valentine’s Day as we can see yet again at the end of our chart with the 2022 view of the holiday.
There’s no question that the past couple of Easters were unlike any in generations. In 2020 the holiday fell early on in the pandemic, as Americans were still adjusting to a new normal of working from home, social distancing, and self-quarantining. As a result, millions of Americans were undoubtedly forced to adjust their holiday plans on the fly.
While there’s no question that last year’s easter wasn’t nearly as locked down as 2020’s, it still fell during the midst of the Delta Variant surge.
So, we wanted to see if Amazon saw a change in Easter candy shopping habits over the past couple of years compared to 2019’s pre-pandemic levels, and how 2022 is shaping up so far.
2020 actually online demand for our combined candy terms surge far ahead of pre-pandemic levels during the months of March and April. This is not much of a surprise when you consider that those months saw grocery stores and supermarkets temporarily closing their doors and millions of Americans choosing to shop online for groceries.
2021, meanwhile, saw demand fall behind 2020’s tremendous levels, but they did still surpass 2019’s pre-pandemic numbers, suggesting that people are growing increasingly more likely to turn to Amazon to help stuff their Easter Baskets.
Let’s examine this same view for last Easter’s most popular candy: Peeps.
This time it was last year that saw the largest single month out of all three years, with 2020 experiencing a strong March and April. Once again, 2019’s pre-pandemic Easter saw the lowest of all three years, further evidence that Easter candy shopping is shifting further online.
Let’s close with a high level view of Easter specific candy and how monthly demand changed for each of them during March and April over the past 3 years:
2020 was huge across the board for each of the types of Easter candy. Chocolate Bunnies saw demand rise by 600% during March and April 2020 compared to 369% in 2021 and 251% in 2019.
On the whole, meanwhile, 2021 saw online demand for each type of candy drop from 2020’s heights, but remain ahead of 2019’s with only one exception. Cadbury Mini Eggs saw online demand rise by only 59% last year compared to 2019’s 84% increase.
From our data, it’s clear that major holidays like Easter can significantly increase demand for both seasonally specific products like chocolate bunnies and Peeps, but also for items that you can sell year round like jelly beans and regular chocolate candy.
Understanding the factors that influence consumer behavior can help brands better understand how to forecast demand for their products on online marketplaces, and even inform product design and marketing strategy.
If you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, get in touch today.
Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.