Late Easter a Challenge for Retailers
GDA Staff -- Gifts and Dec, 3/4/2011 1:46:59 PM
Washington, DC - A late Easter this year may prove to be a challenge for retailers hoping to keep sales momentum going, 
according to a report in The Street. Easter falls on April 24, fully a month later than in 2010.At a time of the year when sales are traditionally flat, this creates a two-month period after Valentine's Day without a big holiday promotional opportunity to help boost business. The late Easter also shortens the promotional opportunity between Easter and Mother's Day, which falls two weeks later on May 8.
"In recent years, [where the Easter Holiday falls has] varied greatly," says Kathy Grannis, spokeswoman for the National Retail Federation. "For retailers to get an accurate gauge of their spring [and] retail sales, most retailers combine March and April sales."
According to IBISWorld, Easter, brought in more than $14 billion last year and accounted for 6.1% of all holiday spending, coming in fifth behind the winter holidays (59.2%), Thanksgiving (13.4%), Valentine's Day (7.5%) and Mother's Day (6.5%).
"Looking at the grand scheme of things, you get the winter holidays, Valentine's Day, Mother's Day and Easter," Grannis says. "Those are the four major holidays where retailers really look for the gift-giving crowd to boost sales, but after Valentine's Day it could definitely be considered a lull."
I'm combining Easter and Spring and rolling right into the garden season. I did not purchase a lot of Easter, customers looking for it, are looking now. I think by the time Easter gets here, they'll be over it, and looking toward their gardens and the manic month of May.
Karyn Schneider - 2011-03-07 20:36:01 EST-
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