Shoppers will consume lots of Easter treats, as usual

KANSAS CITY, Mo. (MCT) - The kids may get fewer eggs in the Easter baskets this year, but with holiday spending approaching $13 billion, are they really going to notice?

Easter typically kicks off spring and gives retailers a buoyant surge between Valentine's Day and Mother's Day _ sales much anticipated in this economy. The holiday falling three weeks later this year also gave hope to clothing stores.

Shoppers are expected to spend on average $20 less than a year ago, but still about $117 per person, says a National Retail Federation poll.

It's unclear just how much we'll be cutting back on the sugar, though: $500 million worth of candies weighing 120 million pounds will be lugged home before Sunday.

"Easter is real traditional and probably even more so this year because of the economy," said Tom Ward, president of Russell Stover Candies. "People tend to gravitate towards what they know."

That said, Russell Stover has hatched new offerings: the "Color Me Easter" collection _ pink rabbits, pink chocolate eggs and pink jelly beans _ or all blue, all yellow or all green.

"When people put baskets together, they do it by colors," Ward said. "Women who work have less time, but they will spend time on the baskets because they feel it's something special they can do with what little time they do have."

Also on the field are chocolate soccer and football bunnies and tiny footballs.

Easter ties with New Year's as the fourth most popular holiday to dine out (behind Mother's Day, Valentine's Day and Father's Day).

"Any drop-off in restaurant traffic occurring because of the economy is more likely to affect everyday restaurant patronage," said Annika Stensson at the National Restaurant Association.

Take Sullivan's Steakhouse as just one example of businesses taking advantage of the special weekend. Normally, it doesn't serve lunch on weekends, but Sunday the Leawood, Kan., restaurant opens its doors for a special brunch: Belgian waffles to filet mignon eggs Benedict.

But grocery stores like the regional chain Hy-Vee also want to be the to-go place, since the holiday is "very notable" for sales, said Chris Friesleben, a spokeswoman in West Des Moines, Iowa. The grocer offers the whole works or side dishes and desserts to supplement home-cooked meals.

Grocers are a good example of the way we can end up spending $117 a person. Start with the neon-pink bunny cakes in the bakery, stop by the flower corner for lilies, get two dozen eggs in dairy on the way to the meat counter for a ham. On the way out, graze the overstocked candy aisle, pick up the greetings cards _ and go back for the egg decorating kit.

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Hallmark has seen an increase in home decorating for the holiday, including Easter trees. Its stores also offer musical eggs, glass bunny candy dishes, "Eggtivity" books and Easter cards _ over 900 styles.

Despite Easter's lateness, it probably won't bring spring splurges on apparel.

Some are saving in other ways.

Mission Pet Mart in Shawnee Mission, Kan., is renting out small bunnies for two weeks, along with litter and feed, for $29.98. The bunnies go back to the breeder when they are returned, if they are returned.

"They're good pets. Some people decided to keep them," said store owner Chad Owens.

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SPENDING BREAKDOWN

_ Meals: $37.67 (down from $41.09 in 2008)

_ Gifts: $17.30 ($21.42)

_ Flowers: $7.55 ($9.11)

_ Candy: $16.55 ($18.12)

Consumers were expected to spend $3.5 million on matzo, the traditional unleavened bread, in the week leading up to Passover. Nearly 1.5 million bottles of kosher table wine represent $6.5 million in sales for the four weeks leading up to Passover.

Source: National Retail Federation

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© 2009, The Kansas City Star.