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Argos Notes Uptick In 'Special Occasion' Spend

Easter 725 x 500

Shoppers are spending more than double the amount on Easter treats and decorations for the coming Bank Holiday weekend than they did last year (up by 104 per cent), data from Argos has shown. 

Searches on the Argos website for Easter decorations in March are up 949 per cent on last year, with Easter wreath searches up a staggering 5,600 per cent after celebrities such as Ruth Langsford and Stacey Solomon posted their seasonal décor on social media.

Parents are also looking to keep the kids entertained, with searches for Easter toys up 367 per cent year-on-year, with a hare teddy and egg playset among Argos’s top ten Easter best-sellers. 

The rise in spend on Easter comes as a nationwide poll of 2,000 people* reveals that alongside Christmas, many calendar events are now huge occasions. Some 46 per cent of those surveyed said they’re putting in more effort than they did last year, versus just 18 per cent making less of a fuss. 

Six out of ten (60 per cent) people said they’re celebrating more because the lockdown has given them a renewed appreciation of their family and friends, while 38 per cent said having dates in the calendar gave them something to look forward to and kept them occupied.

In addition to going big on Easter, the nationwide poll showed that 41 per cent of us are splashing out £100 or more on this year’s special occasions as a whole – with a majority of us saving up to re-celebrate a past occasion once restrictions allow for a larger event.

A massive 59 per cent of us are planning a second birthday to make up for one we lost due to lockdown, while almost half (49 per cent) are set to join family and friends for a second Christmas in the summer months.

When asked why they’re saving up celebrations, 44 per cent of Brits said they wanted to involve more of their loved ones, 30 per cent said they wanted to commemorate it properly, and a further 30 per cent said virtual celebrations just weren’t the same.

The uptick in spend on occasions was seen most recently on Mother’s Day, with Argos’s online shoppers purchasing an average of two gifts. 

An Argos spokesperson said: “This Easter weekend, people are ‘going big’ with their plans, whether that’s through decorating their homes or being more generous with friends and family. Not only are people looking for ways to brighten up their homes for the festivities, but their renewed appreciation for their loved ones means they’re more inclined to make a big effort when it comes to buying gifts and thinking of activity ideas that sit within the rules.

“Rather than seeing our spend reduce once restrictions lift, it seems people are preparing for a summer filled with fun, hosting second Christmases, birthdays and Easters to make up for the ones they feel they’ve lost.

“Because Argos caters for celebrations of all kinds, we always see a last-minute rush on gifts from customers who know they can trust us. For those who decide very suddenly that they’d like to join in the fun, Argos offers Fast Track delivery to your door in under four hours.”

Source : Argos

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01 April 2021

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Insight provides a host of information I need on many of our company’s largest customers. I use this information regularly with my team, both at a local level as well as with our other international operations. It’s extremely useful when sharing market intelligence information with our corporate office.

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Paul Boyce - European CEO, QEP Ltd.
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