DIY and homewares stores are discounting deeply, but fashion players will push full-price stock following a drawn-out Sales period.
Both sectors are warmed by forecasts of bright weather, which should average of 12°c to15°c in the South, according to forecaster Planalytics.
Marks & Spencer chief executive Stuart Rose said: 'We need some summer weather - we could do with an 8°c temperature rise.'
The British Retail Consortium believes Easter spending will reach£5 billion this year. Director-general Kevin Hawkins said a strong performance is paramount for retailers that have struggled in the wake of flat sales and rising costs. On a three-month basis, the BRC reported that sales growth slipped from 0.9 per cent to 0.3 per cent in March.
This Easter will be particularly important for DIY specialists, which have suffered steep sales declines over the past 12 months. Focus trading and marketing director Paul Willis said: 'The horrible weather in March meant the gardens market didn't kick in until last weekend. We're expecting a big push for Easter and backing that with spring marketing spend up 35 per cent.' The retailer is offering half-price bedding plants for the first time.
B&Q is knocking 20 per cent off all furniture, flooring and plants, while Homebase is running a 25 per cent discount on garden furniture and barbecues. Tesco is also muscling in on the decorating market, with the launch of a Finest paint range and 25 per cent off DIY goods.
Department store groups are vying to outdo each other with discounts on big-ticket items. House of Fraser is offering up to 75 per cent off home furnishings, while Selfridges is slashing up to 50 per cent off homewares.
Fashion retailers, which have been plagued by a lack of accessible trends and poor weather, hope to kick-start business.
Peacocks has ended its mid-season Sale and will drive its latest girls' and women's ranges through new window displays. Head of marketing Richard Antrum said: 'The window message is full-price fashion.'
New Look is also focusing on new stock. Chief executive Phil Wrigley said: 'The early signs are encouraging. When you get a later Easter combined with cold weather, it delays the desire to change your wardrobe. There is pent-up demand.'
The BRC believes egg and chocolate sales will reach£960 million, with Sainsbury's expecting to sell 300,000 Taste the Difference Easter eggs. Its non-food offers include 20 per cent off garden furniture and Tu clothing.
Woolworths will launch its biggest Sale on Monday, with discounts of upto 70 per cent. Easter online sales are forecast to be 42 per cent higher than last year, according to IMRG.
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