Blog: En La Esquina
¡LLegó la primavera! (Easter is here)…Hello Rodeo
As I approach the parking lot I see that the first two rows are closed and filled with yard & garden items: potted soil and bricks galore… is it almost spring? Latino shoppers shift behaviors seasonally and guess what?… Latino retailers know this. What are my telltale signs it's Easter at this mass San Antonio retailer?
Well, first of all, I see a Rodeo-themed MillerCoors beer display. Think of Rodeo as the Easter kickoff in San Antonio, something the beer companies have known for years. Unfortunately, this retailer doesn't allow POP but that's OK… there are other ways to get creative with a display, like the elegant saddle decorating it (talk about display stopping power for your Rodeo fanatic). The only other piece of communications is a poster on the featured acts.
As I make my journey to the dairy section in the back of the store, I notice a kiosk with DVDs…The Robe, The Passion of the Christ, The Ten Commandments…oh, is it time for Easter since movies are selling $5-$7.50 and, given the Latino Catholic following, I am sure this is generating some turns but I also said to myself: missed opportunity. Why has no manufacturer tied into this idea? Sometimes common sense is the least common of all senses.
Just past the DVDs are 11 Easter endcaps followed by 10 rows of Easter items: Easter baskets, plates, milk chocolate bunnies, Easter egg lollipops, bunny mallows, stuffed bunnies…and Easter egg piñatas along with dozens of confetti-filled Cascarones. (Wondering what Cascarones are? You should Google it and once you know, you can claim to be a San Antonio native.)
So how do I know the Latino shopper in San Antonio is thinking about Easter, well it's all there: plants, Rodeo, Easter movies, beer and charcoal…why is no one giving away a BBQ?
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