After two years of pandemic driven disruption and social distancing, Easter 2022 gave millions of Brits the chance to get back together with family and friends to celebrate in the April sunshine. And the engagement growth seen with relevant content is expected to grow again with May and June’s Bank Holidays to come.
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Easter eggs on category growth
The school break, Easter bank holiday weekend and improving spring weather has provided millions of Brits with the perfect opportunity to celebrate a return to pre-pandemic normality.
In the run up to the long weekend, we’ve seen persistent growth with a number of key categories as consumers have sought inspiration for the best ways to spend their first Easter in three years with no Covid restrictions.
In the build up to and including the school break and Easter bank holiday weekend, 234m total combined Special Occasions, Travel, Food & Drink, Home & Garden and Shopping Page Views were +28% higher than the previous 3-week period.
Fuelling that growth over the three-weeks prior to Easter, consumers were reading more content related to planning things to do, places to visit and jobs around the house with +46% Special Occasions, +22% Travel and +22% Home & Garden.
In Easter week, as consumers look for gifting ideas and inspiration about what to eat over the long weekend, weekly engagement with our Shopping and Food & Drink categories increased by more than a quarter respectively.
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While we expect similar growth rates in the build up to the Early May bank holiday on Monday 2nd May, the Queen’s Platinum Jubilee weekend, from 2nd to 5th June, promises to be a greater catalyst for accelerated growth, as Brits look forward to celebrating her Majesty's 70th year as monarch.
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