Easter springs a surprise in online retail revenues in April

Easter springs a surprise in online retail revenues in April

Easter trading contributed to putting a spring in online retail revenues in April, while a boost to eCommerce sales, seemingly driven by King Charles III’s coronation, helped kick off ‘Mega May’ – with retailers hoping to capitalise on the month’s three bank holiday weekends, latest data from Wunderkind.

Easter delivers spring in retail revenues

Data from Wunderkind’s Marketing Pulse, which analysed over 195.1 million shopper journeys, showed that UK digital revenues in April were up +57.3 per cent year-on-year, with Easter delivering a key boost to online performance.

As the UK’s second biggest trading event after Christmas for retailers, Brits were expected to spend £892 million over Easter. According to Wunderkind’s data, eCommerce sales across the Easter weekend in 2023 were +27.6 per cent greater compared to last year (07-10 Apr 2023 inclusive vs 15-18 Apr 2022 inclusive), with shoppers willing to spend in spite of the ongoing cost-of-living crisis.

Buying consideration phases shorten in April, signalling growing consumer confidence

Web traffic was also up markedly on 2022 in April, increasing +46.8 per cent year-on-year.  What’s more, April’s web traffic was lower than the levels seen in March, when visits to retailers’ websites rose +60 per cent year-on-year, suggesting growing consumer confidence on discretionary spend. Consumers are still acting with caution, but consideration phases appear to be shortening as the year progresses.

Wulfric Light-Wilkinson, GM of Wunderkind International, commented: “In the light of ongoing inflationary pressures faced by households, retailers will welcome the positive performance figures in revenues seen during April and at the beginning of May. Retailers will be hoping to capitalise on this performance as we head deeper into 2023. It’s still a difficult time, but it remains the case that the brands focusing their attention on providing value across the board, and spending the time to build genuine relationships with customers, will win out.”

King’s coronation kicks off the start of ‘Mega May’

Figures from the Centre for Retail Research suggest the King’s coronation could have delivered a £1.4 billion boost to retail. Wunderkind’s data has revealed that total online revenues in the week preceding the King’s coronation (01–07 May inclusive) were up +28.9 per cent compared to the same period in 2022, while web conversions rose +78.2 per cent year-on-year over the same period. Web traffic was also up 64.6 per cent.

On the high street, the ‘coronation effect’ was in full swing, with data from Sensormatic showing footfall rallied at the start of the coronation week, rising +11.6 per cent w-o-w on Tuesday 02 May and +2.1 per cent w-o-w on Wednesday 03 May, as shoppers sought to snap up street party fare, fizz, bunting and cakes. Discount grocer Lidl said it saw a +33 per cent boost on sales of quiche in the past month while champagne sales also saw a +64 per cent increase, while The Range said the wet weather forecast for the coronation weekend had prompted ‘gazebo mania’, with sales of the waterproof structures rising 36 per cent in just 48 hours on Wednesday.


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