Chocolate bunnies rule in the world of Easter candy, people with children are buying a little less candy but plenty of non-edible Easter-related items this year, and the discount department store has become the place to shop for the holiday.
A survey conducted by the International Mass Retail Association showed that chocolate bunnies are the top candy sellers, with 29 percent of those polled saying they plan to get some. Jelly beans are next (25.4 percent of consumers surveyed said they'll buy these).
These are followed by creme-filled eggs (9.6 percent), malted eggs (6 percent) and marshmallow animals (5 percent). However, 20.1 percent of people said they will buy some other type of candy.
The association's survey also showed that people with children will be buying a little less candy this year, 80.5 percent compared to 86 percent last year.
But that doesn't mean kids are getting shortchanged.
Nikki Bernstein, association spokeswoman, said families with children are buying Easter clothes, baskets and other accessories for the holiday.
"They're not buying less per se, but they're buying more variety," Bernstein said.
The survey also showed an enormous increase in the number of customers who plan to shop at discount department stores (75.9 percent) this year than last year (49 percent).
"That was an amazing number," Bernstein said. "I think that more American consumers like the variety at discount department stores, and they can do all their shopping at one store, as compared to going to the grocery store and then the department store."
Robert Verdisco, association president, agrees.
"More and more American consumers are enjoying the added convenience that discount department stores offer. American families like the one-stop shopping convenience, value and quality of mass retailers," he said.
A good share of people with children (86.5 percent of those surveyed) said they will be shopping at discounters this year.
Almost half the Easter shoppers are getting to the stores this week, with 30 percent buying items one to two weeks ahead. "My speculation would be that people aren't thinking about it until right now," Bernstein said. "They aren't into spring yet."
Easter sales of all sorts are doing well at SuperTarget in Centerville, according to manager Kevin Kuhn. He agrees that chocolate bunnies and jelly beans are top sellers, largely because they've been traditional favorites.
Each of the store's apparel sections has an Easter section, and these also are busy, Kuhn said. Holiday cards, wall decorations, gift items and window cling decorations featuring Easter themes also are making the cash registers ring.
"Easter week is traditionally a busy week for us, both on the grocery side and the general merchandise side," Kuhn said.
You can reach Linda Thomson by e-mail at lindat@desnews.com