As Easter approaches, consumer enthusiasm for sweet treats remains steadfast despite some economic fluctuations. This year, spending for the spring holiday is anticipated to reach $23.6 billion, an increase from last year’s $22.4 billion, with candy emerging as the top choice for 92% of shoppers. This data was revealed in a survey conducted by the National Retail Federation and Prosper Insights & Analytics.
This trend is evident at Nibbles & Bits in Dunmore and Victoria’s Candies in Hazleton. The owner of Nibbles & Bits, Maggie Calpin, observed a 5% increase in business from the previous year, attributing it to a consumer tendency to snack as a form of comfort during challenging times, such as inflation.
The shop, bustling with activity, has attracted customers from various locations like Minersville, Bethlehem, and Williamsport, influenced by its presence on TikTok and local television. Victoria’s Candies, led by owner Paul Esposito, also reports a surge in customer demand, emphasizing their commitment to maintaining product quality without reducing sizes, which he believes offers better value to consumers. This has led to an uptick in sales of traditional Easter items like hollow molds, Easter eggs, and chocolate bunnies, with jelly beans particularly popular this season.
Victoria’s Candies operates from its factory store in Hazleton, alongside retail outlets in Hazle Township and Edwardsville. The survey showed that 63% of consumers are driven by tradition when purchasing Easter-related items, a sentiment echoed by Esposito, who notes that chocolates remain a popular choice even during difficult times.
Calpin describes Easter as a growing retail event, akin to Valentine’s Day and Halloween, with customers increasingly purchasing gifts for loved ones, including the elderly. Both businesses have intensified production efforts to prepare for the holiday rush, with Nibbles & Bits producing and shipping an array of specialty items across the nation.
Esposito notes that Victoria’s Candies continues to operate at full capacity to meet the high demand, offering over 300 different items for Easter. The introduction of new chocolate molds each year keeps the selection fresh and appealing to customers, with items like the chocolate-covered divinity egg proving especially popular.
Among Nibbles & Bits’ best-selling Easter confections are caramel brownie carrots, chick Oreo pops, and s’mores with homemade marshmallow. Calpin plans to continue innovating with designs, already considering ideas for next year, as customers enjoy exploring their favorite stores for unique treats.
Your Takeaway
The rise in Easter spending and the ongoing popularity of confections highlight a broader consumer trend towards tradition and indulgence, even in economically challenging times. For the confectionery industry, this translates into a need to balance quality and innovation, ensuring they meet consumer expectations for both traditional and novel treats.
For consumers, the emphasis on tradition and the emotional comfort found in sweet treats can offer a sense of stability and joy amid fluctuating economic conditions. The trend towards personalized and novel confections suggests that consumers value unique and thoughtfully crafted items, driving demand for artisanal and specialty products. As retailers prepare for the Easter rush, they can anticipate a busy period, with the potential for continued growth in the holiday sector.