May 1, 2007
2007 Easter Sales Review
Easter Candy Sales increased 5.4% over the 2006 selling season. Non-chocolate Easter candy sales grew 12.3% while chocolate candy grew 3.7%. Drug Store sales grew 7.4%; Mass Merchants grew 6.7% and Supermarkets increased 1.3%.
Retailers in general utilized strong merchandising and promotions early in the season to counteract Easter falling one week earlier in 2007 vs. 2006. Drug Stores, in particular, focused on the merchandising of Non-Chocolate Easter candy, growing sales of the category more than twenty percent, similar to their performance for Valentine’s Day.
2007 Easter $ Percent Change vs. Year Ago (Food, Drug & Mass excluding Wal-Mart)
|Candy Category||% Change||% Change||% Change||% Change|