When looking for data on Easter shopping patterns, Trade Intelligence used Chirp’s self-driving survey platform to get the numbers they needed. The results are illuminating and relevant – and even a little entertaining.

In a recent and indeed timely survey by Chirp, Trade Intelligence got the lowdown on the impending carnival of consumption that is Easter. Of the 500-odd South Africans surveyed, 95% said that they celebrated Easter in one form or another, and 94% of them said they would be purchasing Easter eggs. 

Ah, but which ones, when it comes to the marshmallow eggs that are the footsoldiers of any Easter egg hunt? 55%, the erstwhile traditionalists, said they would as usual be purchasing the tried and tested Beacon mmmMallow Easter Egg. 12% said they would be happy with house branded eggs from Pick n Pay, 8% would purchase Woolies Marshies, and 4% would choose Eggs Galore from Checkers. For a discerning 12%, only Cadbury Fluffies would do, while an agnostic 11% have no preference when it comes to the slightly squishy treats. 1% of punters refuse to have anything at all to do with marshmallow eggs, doubtless preferring their white and crusty cousins, or even a gleaming Lindt bunny.

Where is the money to come from, you ask, in these straitened times? 58% of respondents don’t budget for Easter, but simply buy what grabs them at the time, while the other 42% have a budget for Easter shopping and commendably know exactly how much they’ll spend. And are they noticing your promotions? 40% said they first noticed an Easter promo in March, 34% in February, and 14% couldn’t remember. 10% insist that the first Easter promotion bloomed in January down their way, while a probably delusional 1% said they saw one as early as December.

Finally, what’s going into the Easter basket, or if you will, the trolley? A leg of lamb for sure, said some. Usually some random sweets and treats. Cake. Simba chips, biscuits, and cold drinks. Easter bunny chocolate, snacks, and a pie. Jelly, marshmallows, Ultramel custard. These were just a few of the self-reported responses, which if all read together would give you, the supplier or the retailer, a solid basis for your Easter trading strategy.

Chirp is an all-in-one consumer research platform, which enables clients to survey highly specific target groups and gather consumer opinions in minutes. For this survey, 43% of those surveyed are from Gauteng, 10% from KZN, and 19.4% from the Western Cape. 78.4% of them are parents, and 80.6% of them are the primary shopper in their household. 17.4% of them shop mainly at Shoprite, 20.6% at Checkers, 27% at Pick n Pay and Pick n Pay Qualisave stores, and 6.2% at SPAR.
Using the Chirp survey builder, clients can easily create custom questionnaires using the built-in form builder with various survey question types, logic jumps and other advanced features. The platform enables clients to reach respondents in your targeted demographic, and to view survey responses in minutes with their real-time analytics dashboards and insights, allowing users to view, share and export their data.

“Shoppers rule the current retail environment, and Chirp is a fantastic way to get quick feedback from almost any specific target market on almost any topic,” says Nicola Allen, senior analyst at Trade Intelligence. “The platform is powerful and intuitive, and the data generated gives us and our clients the kind of insights necessary to stay relevant in a competitive industry.”

About Chirp

Chirp is an all-in-one research platform. Chirp lets you survey highly specific target groups and gather consumer opinions in minutes. It allows you to easily create custom questionnaires using the built-in form builder with various survey question types, logic jumps and other advanced features. Consumers are instantly recruited for the survey that matches the clients target market demographics and interests with the Chirp advanced audience builder. Push notifications are sent to consumers in the panel and can respond instantly. Responses can be reviewed in minutes with the real-time analytics dashboard and insights, allowing results to be shared and exported.

Get in touch with Chirp by contacting Nick Wallander at nick@getchirp.co or download the app by following this link, https://linktr.ee/getchirp or alternatively snapping the QR code