Pesach / Passover

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Passover is a Jewish holiday that celebrates the exodus of the Israelites from slavery in Egypt. Passover begins on the 15th and ends on the 22nd day of the month of Nisan (March or April). On these eight days, all leaven, whether in bread or other mixture, is prohibited, and only unleavened bread, called matzo, may be eaten. 

Audiences and customer behaviour:

As people get ready to celebrate, families are figuring out the best way to do it safely. Passover celebrations in South Africa have since moved towards a more hybrid approach, post the Zoom-age of 2020 and 2021. 

The eight-day Passover holiday begins with the seder, a celebratory meal at which Jews gather with family and friends to read prayers, blessings, and stories from the Haggadah. It’s an interactive and intergenerational meal in which elders pass along the history of the Jewish people and children are encouraged to ask questions. 

For the past five years, online searches for “Pesach recipes” have increased exponentially at the end of March and early April. 

Last year in search, the following terms reached breakout status (growth of over 5000%)

  • happy Passover 2021
  • what time does Pesach end 2021
  • happy Pesach
  • Pesach recipes

In South Africa, the search term “Passover 2022” had already increased by over 10 000% between February and March this year. 

Search terms including flowers, clothing, decorations, and Passover-specific food, wine, and recipes all see a significant uptick in the weeks leading up to Passover.

Tips:

Strategize with Adbot to optimise your share of the sales uptake and create a competitive advantage in the build-up to, and during, Passover. 

Personalisation still goes a long way and we should not underestimate the value of community as a human need.

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