the rise of Easter as a commercial holiday

Vanessa Colyer Tay, head of style at Temple & Webster, said Easter styling and decorating is taking off in Australia and is being heavily influenced by social media, especially “snack content” like TikTok and Instagram Reels.

This year, stores such as Kmart, Target, Big W and Woolworths are pushing Easter homewares hard, including table runners, napkins, tableware, decorations and garden decorations such as bunnies.

Food and craft photographer Amanda Michetti of Kogarah said these stores have always sold holiday-themed items, but it appears the range has almost tripled in the past two years. “It has to be based on consumer desire,” she said.

Ms. Michetti thinks the decorating trend was born with craft bloggers and influencers like her.

She’s been decorating her home for Easter — as well as Christmas, Halloween, and her daughter Sierra’s birthday — but only since she got into crafting using the Cricut cutting machine. (She showcases her designs on Cricut Cult’s Instagram account and has done some photography work for the brand.)

Yolanda Colosino, owner of the Easter Egg Warehouse (off-season sweet chocolate warehouse), said she has been in business for 40 years and Easter grows bigger every year. Although it mainly sells online and to businesses, the Castle Hill store is open to the public and looks like one of those giant “Christmas Cave” stores, but for Easter.

“A lot of people now decorate their homes the same way they would decorate their homes at Christmas,” Ms Colosino said.

Loading

One of the most popular decorations was an array of ceramic bunnies up to 1.2 meters high that stood in the garden or near the front door.

At Woolworths, a customer favorite is the seasonally-themed garden meerkats statues – the Easter ones show the meerkats dressed as rabbits holding eggs. The supermarket has now sold 70,000 of the garish statues at Easter, Halloween and Christmas.

Christiane Seeger, head of home goods at Woolworths, said the supermarket was selling its stock of Easter homewares faster than expected.

Woolworths reports that sales of Easter decorations are up 20% and Easter entertainment products are up 14% over the past 12 months.

“This year is especially significant as guests have more flexibility in their travels to see loved ones and celebrate with fewer restrictions for the first time in recent years,” Ms Seeger said.

Mr Rigby said it was worth noting that the rise of Easter coincided with “continued consumer pushback and controversy around the celebration of Australia Day as a public holiday”.

“A lot of people now see Easter as the first holiday time of the new year that they can really get together with friends and family to celebrate,” he said.

The Morning Edition newsletter is our guide to the most important and interesting events of the day. stories, analysis and insights. register here.

Comments are closed.