When it comes to holiday business sales, Easter is no Christmas. But Easter, Passover and the dawning of spring are becoming bigger shopping occasions for consumers.
According to the National Retail Federation, 77 percent of all Americans celebrated Easter in 2004, spending, on average, more than $103 per person for the holiday. That's a 30 percent increase from 2002.
Consumers are expected to spend $10.47 billion on Easter this year. So where is all this bunny money going? Nearly 87 percent of consumers plan to buy chocolate bunnies, jelly beans, marshmallow chicks and other traditional holiday merchandise.
About 62 percent will buy gifts, 53 percent will buy greeting cards and 42 percent will buy new clothes. These purchases are becoming an increasingly large part of retailers' annual sales.
For retailers, Easter can be more than a one-day holiday blitz. Businesses can take advantage of stronger selling potential for a longer time span. Retailers should spring into seasonal merchandising as early as mid-February, the day after Valentine's Day. They can also stretch their spring merchandising up to Easter and past the actual holiday. By late February, consumers are waiting for the fresh pastel merchandise of spring as a welcome break from the winter months.
Another trend documented by Entrepreneur Media Inc. in 2002 is the tendency for more family get-togethers during the Easter and Passover season. As a result, there is a tendency to purchase "host and hostess" gifts. We cannot go wrong with a fine bottle of wine from one of our many local wineries as an appropriate hostess gift.
In addition, a lovely European tradition of bringing your hostess flowers is re-emerging.
Easter is a favorite time of year for Susi Jackson, owner of Susi's Flowers in Aptos.
| "We definitely gear up for Easter sales," she said. "The selection of flowers at this time is astounding and we sell many gorgeous table arrangements as well as potted plants at this time of year. We also design for local churches who beautify their sanctuaries with the abundance of spring" |
Other big retail winners for spring and Easter include restaurant business, specialty foods, greeting cards and decorations and, of course, candy. Since 2002, Easter ranks second only to Halloween in confectioner sales. This year's sales are projected at $1.8 billion.
The National Confectioners Association estimates that more than 60 million chocolate bunnies, 2 million marshmallow chicks per day and 15 billion jelly beans will be produced for Easter. The mass-market winner is the yellow marshmallow Peep, with more than 1 billion sold in 2004.
A growing number of consumers looks for more distinctive confections. Richard Donnelly of Donnelly Chocolates in Santa Cruz has seen this trend. He produces artisan chocolate bunnies and the traditional Easter eggs.
"While Easter is not the busiest time of year for us, we definitely sell a lot to those who want to give a special gift to someone who appreciates fine chocolate," explains Donnelly.
Restaurants and food establishments see more customers at Easter as families gather to celebrate. Janet Platin, owner of The Buttery, notes that her Easter week sales are 25 percent higher than other weeks of the year. Her bakery's hot cross buns, representing a centuries-old tradition, are hugely popular.
"Easter also signifies the beginning of strawberry season," Platin said. "This year, the weather has been great and we are expecting our first delivery of organic berries from Live Earth Farms in Watsonville"
In Santa Cruz County, Easter also means spring break and the beginning of the tourist season. Many local businesses enjoy a resounding increase in sales from visitors. This increase in potential sales should be included in the annual marketing plan and cash flow forecasts for every small business.
Too often businesses fail to plan for the influx, or fail to take advantage of the increased consumer activity. If your small business needs assistance in tapping into this lucrative season, call 479-6136.
Teresa Thomae is director of the Central Coast Small Business Development Center at Cabrillo College. E-mail questions for future columns to sbdc@cabrillo.edu.
