This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Why the Easter Bunny Is a Retail Beast

Stocks in this article: WMT TGT TJX SNE

"It's more about promoting new lines through small discounts or events than big blowout sales like a post-holiday clearance," says IBISWorld analyst Nikoleta Panteva. "Because the prices are higher than during post-holiday sales, they kind of bring in revenue that way."

Stores such as The Gap (GPS) and TJX (TJX) may get nostalgic for winter around this time of year, as only 7% of NRF consumers shop at specialty clothing stores for the holiday, but other retail niches find the holiday as sweet as a truckload of marshmallow Peeps.

Since the basket is big enough to hold, say, a copy of Dragon Age 2, Easter's been a huge video game holiday. Last year alone, the NPD Group credited Easter sales with an $80 million spike in game sales that fueled big returns for Sony's (SNE) God of War III and Electronic Arts' (ERTS) Battlefield: Bad Company 2. Conversely, they also blamed the movable feast for a more than $100 million decline in April sales when the holiday fell on April 4 last year after falling on April 12 a year earlier.

Normally retailers will just compensate by combining their March and April sales as they would with November and December holiday sales numbers. That's not going to be so easy this year; Easter doesn't come until April 24, the latest it's been since landing on its latest possible date of April 25 in 1943.

Retailers who were spoiled in 2008 when Easter came March 23 -- one day off its earliest possible date of March 22, where it hasn't fallen since 1818 and won't again until 2285 -- will have to stretch to make up for a fairly moribund March, but have billions in added revenue waiting for them on Easter morning.

"The shift in the Easter holiday often results in the dislocation of sales, but Easter falls in line with Valentine's Day and Mother's Day as a gift-giving holiday," Grannis says. "You're looking at $440 billion that the winter holidays bring in versus the $16 million on average that Easter, Valentine's Day and Mother's Day bring in, but Easter's still always in the Top 4."

-- Written by Jason Notte in Boston.

>To contact the writer of this article, click here: Jason Notte.

>To follow the writer on Twitter, go to

>To submit a news tip, send an email to:


Jason Notte is a reporter for His writing has appeared in The New York Times, The Huffington Post,, Time Out New York, the Boston Herald, The Boston Phoenix, Metro newspaper and the Colorado Springs Independent.
2 of 2

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 18,053.71 +23.50 0.13%
S&P 500 2,088.77 +6.89 0.33%
NASDAQ 4,806.8590 +33.3870 0.70%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs