This is good news for the area’s candy makers and merchants, as economic uncertainty over tariffs or the possibility of tariffs has some shoppers cutting back.

According to the annual survey by the National Retail Federation and Prosper Insights & Analytics, 92% of consumers who plan to buy gifts for Easter will purchase candy, spending $3.3 billion.

“As we witnessed throughout the pandemic, holidays such as Easter are especially meaningful for Americans during times of uncertainty,” said Katherine Cullen, NRF vice president of industry and consumer insights. “During this time of economic uncertainty, consumers are prioritizing their Easter celebrations, and retailers are ready.”

While the price of chocolate has been increasing, it’s not deterring shoppers.

Mirror photo by Patrick Waksmunski / Various Easter candies.

“The increased price of chocolate has been a difficult situation to monitor,” said Adam Wilsey, owner of Bedford Candies. “We believe our customers come to us for a premium product that stands above what is being sold in some big box stores and that they are willing to pay a little bit more to get that high quality chocolate and sweet treats. With that being said, we do still monitor our pricing carefully to make sure we are inline and competitive.”

COO Jim Westover of Tyrone-based Gardners Candies said the price of chocolate has not hurt sales “as consumers have been pleased with us continuing to offer the same quality products without altering any of our original recipes.”

Gardners hasn’t given in to “shrinkflation” either, he said.

Easter is the No. 1 selling season for Gardners, surpassing Christmas by about 20% more in sales, Westover said.

“From a production standpoint, February is our busiest time as we prepare for the inventory necessary for our store and retail outlets. As far as actual sales, the last two weeks are the busiest as consumers prepare to fill up their Easter baskets with different Gardners products,” he said.

“The top item for Gardners is without a doubt our eight ounce eggs since we offer 13 different flavors, with the Peanut Butter Meltaway being the most popular one,” he added.

Easter is the second-busiest holiday for Bedford Candies behind Christmas.

“Typically the busiest retail days are Good Friday and the Saturday prior to Easter. Our top sellers consist of our chocolate covered peanut butter and coconut eggs, chocolate molded rabbits and our gourmet popcorn,” Wiley said.

Easter is also No. 2 at MarCia’s Chocolates of Altoona.

“About two weeks ago we had a significant increase in sales and we expect it will just continue to get even busier right up to April 19,” owner Marcia Cumming said. “Our top selling items are the solid rabbits, peanut butter meltaways and our cream filled eggs. We also carry a number of smaller novelty chocolates that everyone loves to add to their Easter baskets.”

Dutch Hill Chocolates always has a busy Easter.

“The two weeks leading up to Easter tend to be our busiest as we don’t produce ahead of time so by the time we produce and get everything out it tends to be in the last two weeks closest to the holiday,” owner Hannah Moore said. “We offer a large variety of bunny sizes to satisfy each customer as well as cross molds and other Easter or other themed molds. We also make a variety of eggs in different sizes, and carry different kinds of jelly beans.”

Easter is also a busy season at Blair Candy Co., Altoona.

‘We run two divisions. Our wholesale department’s busiest time was a month ago. Retail customers right now is our busiest time. This hasn’t changed in over 50 years,” said Pam Macharola, president of the e-commerce division. “Every year the standbys are jelly beans, peeps and peanut butter and coconut eggs. Newcomers this season are any candy item that is pickle flavored, flavored bunnies and freeze-dried candies.”

Easter flowers popular

Flowers are also popular at Easter, with consumers expected to spend $1.9 billion.

“Easter is busy but Mother’s Day is by far the busiest for fresh flowers as well as our greenhouses. We provide Easter lilies for a lot of local churches. Bulbs and hydrangeas are very popular at Easter for our retail customers,” said Chelsea Kerr Veneskey, operations manager for Kerr’s Home, Gifts, Florals & Boutique, Hollidaysburg.

“Easter is an elevated week, but not the busiest by far. Mother’s Day is close to Easter this year, which is the busiest holiday,” said owner Andrea Hammel of Peterman’s Flower Shop, Juniata. “In my shop, Easter centerpieces, bulb gardens and Easter lilies are popular. People are ready to see bright colors and sunshine!”

Dinner also a tradition

The holiday would not be complete without a traditional Easter dinner. The survey said consumers will spend $7.4 billion on food.

The Altoona Grand Hotel, which is expected to attract about 225 diners, will hold its buffet from 11:30 a.m. to 2:30 p.m. Reservations are required by calling 814-946-1631.

“We did about 450 for Thanksgiving; every holiday is a lot different,” said Katie Charlesworth, banquet manager.

Charlesworth said highlights include glazed baked ham, oven-roasted turkey, crispy brussel sprouts, homemade mashed potatoes, pickled eggs, macaroni and cheese and desserts such as red velvet cake, chocolate cake, apple pie.

Both the U.S. Hotel Tavern in Hollidaysburg and Prime Sirloin Buffet in Duncansville will offer traditional Easter buffets, owner Don Delozier said.

The U.S. Hotel menu includes chef-carved ham, roasted chicken breast and baked haddock with all of the trimmings while Prime Sirloin will feature roast turkey, carved ham, sirloin steaks, baked and fried chicken and more, Delozier said.

The first round of seating at the U.S. Hotel sold out with 120 people expected to be seated, and the second round is likely to sell out. Prime Sirloin is expected to feed at least 1,000 people, Delozier said.

Mirror Staff Writer Walt Frank is at 814-946-7467.