Easter essentials still drive holiday revenue

ALBANY — Experts predicted the Easter shopping season would hop to a successful close this week, and consumers in the Albany area spent this week leading into the holiday hunting down Easter staples such as candy, stuffed animals, clothing and flowers.

According to an annual study done by the National Retail Federation (NRF), consumer spending during the 2016 Easter season is expected to reach a 13-year high, with American families forking out an estimated $17.3 billion, easily topping last year’s $16.4 billion.

Using data from a survey conducted by Proper Insights and Analytics, the NRF expects that those celebrating the holiday plan to spend an average of $146 per person, which outpaces last year’s per person outlay of $140.62.

A close look at the numbers reveals that shoppers are focusing their spending on the traditional Easter items of edible goodies, gifts, flowers and cards, with $5.5 billion expected to be spent on food, $2.7 billion on gifts, $2.4 billion on candy, $1.2 billion on flowers, and roughly $750,000 on cards.

Not surprisingly, clothing has also become a huge player in the Easter shopping push as consumers are expected to spend an additional $3 billion as buyers update their wardrobe for the warmer months, and make sure the kiddies have a new Easter outfit.

Those trends appeared to be holding true in the Albany area.

Tiffanie McClung of Leesburg, said she sticks to the same stuff each year for the youngsters in her family, although she might also add a few odds and ends on top of the standard fare.

“I usually buy candy,” said McClung. “I don’t buy a lot of other stuff, unless it’s something I had to buy anyway, then I’ll stick it in the Easter basket. This year my daughter’s getting a swimsuit and a pair of flip-flops for the beach.”

Although her daughter is going to get some summer gear this year, clothing is not something McClung usually focuses on, despite the fact that getting new digs is something that was definitely a childhood tradition for her, and others she knows.

“A lot of people buy new clothes at Easter,” said McClung. “I was raised knowing that I would get a new dress and shoes every Easter, but I don’t do that with Cadence.”

Albany’s Molly Gilbert also remembers getting a new clothing item or two each year, which is something she still does with her kids.

“They’re just going to get an outfit and some candy,” said Gilbert. “And I did get them some little pool-toys too, nothing big.”

Keeping things simple was of great importance to Gilbert who said she did worry sometimes that Easter had become too commercialized and that kids seem to think it’s a holiday for getting gifts.

“It’s getting a little out of control,” said Gilbert. “It’s not Christmas.”

Gilbert might be on to something as the Easter season shopping season increasingly becomes one of the more important times of the year for retailers.

“Retailers are beginning one of their busiest times of year and are more than ready as consumers shop for spring essentials,” NRF President and CEO Matthew Shay said in a press report. “Shoppers will find promotions on a number of items on their lists, from Easter baskets to sports equipment, home goods, garden tools and more.”

Indeed, Easter is a very important time of the year for one industry in particular as many florists consider it one of the most important holidays for their industry.

Kristi Batten, co-owner of Ways House of Flowers, said that Easter is the fourth most important holidays for her store, ranking behind Valentine’s Day, Mother’s Day and Christmas.

“It’s definitely an important holiday for us,” said Batten. “People still want to have flowers at Easter.”

Batten said her shop sells a lot of Easter arrangements for people’s homes, and that a lot of people order flowers to be sent to family members they aren’t able to visit.

“A lot of people who can’t come here for the holidays will call and have flowers sent to their families, and folks that live here will have us send flowers to their families out of town,” Batten said.

When it comes to flowers, Batten said most people are looking for bright colors, that remind them of Spring.

“Easter lilies are a huge thing and arrangements that are bright and cheerful,” said Batten. “We sell a lot of hydrangeas, Gerber daisies, and tulips too.”

Like many retailers Ways House of Flowers also carries typically Easter items like stuffed bunny rabbits and chicks, and an assortment of chocolate and candies.

“We don’t make up Easter baskets like we used to, but we have all the usual stuff that goes in them,” said Batten. “We also sell a lot of decorations and things like ceramic bunnies that sit up on a shelf.”