Easter is big business

Spring has sprung. The mounds of snow reminiscent of the Snowpocalypse are finally gone, replaced by green grass. Birds are chirping, trees are blooming and flowers are sprouting. And, with Easter this weekend, local florists and nurseries are seeing a boost in sales.
Easter, seen as the kickoff to spring, is a big business. According to the National Retail Federation's 2010 Easter Consumer Intentions and Actions Survey holiday, which is conducted by BIGresearch, celebrants will spend slightly more this year with the average person expected to shell out $118.60, up from $116.59 last year. Total Easter spending is expected to reach $13.03 billion.
Locally, American Color Inc. is in full swing, growing lots of spring plants for wholesale. According to owner Ed Van Hoven, while the company doesn't grow bulb crops like lilies or tulips, they do grow all of the seed and cutting crops targeted towards Easter such as Gerbera Daisies, New Guinea Impatiens and Zonal Geraniums.
"Spring is our busiest time of year in the greenhouse business, our peak season is generally from Easter to Memorial Day," Van Hoven said. "This time of year is when we will do about 70 percent of our total sales for the year."
Van Hoven said the company roughly grows about 300,000 poinsettias for Christmas and about 1 million garden mums for fall. But, most of their planting is done in the spring.
"During the spring crops we will plant, on average, 500,000 seeds or cuttings per day for about three months straight."
Van Hoven said since American Color Inc. is a wholesale supplier, the company's main customer base is Costco Wholesale. He said they also service independent garden centers and some of the local co-ops. Plus, he said, they do supply a few of the local churches with flowers but generally steer them towards the garden centers.
"This is the most exciting time of year for us and especially after a tougher winter, after winters like the one we just had, the greenhouse business usually thrives as people are anxious to get out in their garden and plant," he said. "We just pray for sunny weekends!"
Jon Loosigian is one of those local people anxious to be in his garden. Loosigian grows day lilies at his home in Barboursville which he then sells at local farmer's markets. He said he's been in horticulture all his life, having grown up in New England, he owned a business in New Hampshire before moving to Lexington and then eventually, Barboursville.
"I used to live in the Shenandoah Valley and rode my motorcycle on Route 29 often," he said. "[Orange] looked like a nice area [so] we bought an old house and enough land to do what we wanted to. I've lived a lot of places and I like this area. I think we'll stay awhile."
Loosigian said he grows more than 1,000 lilies each year plus other things like flox, echinecea and a good variety of vegetables. He then takes his flowers and produce to the farmer's market, where he said it's been well received.
"It was pretty well accepted last year," he said. "Lilies went well. If you present it nicely, people appreciate it."
This year, Loosigian said he will offer both cut flowers and plants because everyone has their own taste. He said that way, if people want to have a bunch of flowers to put in a vase they can or if they want the actual plant, they can get that.
Loosigian said his stuff is growing well and he hopes to set up at the farmer's market soon.
"I don't have a lot [this season] yet, but it's really coming along," he said.
Local florists are also busy, working on spring arrangements for Easter. Patty Harlow of Garden Gate Florist said this is a busy time, with everyone ready for the nicer weather.
"A lot of people coming in from out of town like to take fresh arrangements to relatives," she said. "[They want] anything that says springtime. I think everyone's ready."
The National Retail Federation estimates that the average person will spend at least $7.84 on flowers for Easter. Other purchases include $17.29 on candy, compared to $16.55 last year, and $18.16 on gifts, up from $17.30 last Easter. Consumers are also expected to spend money on food, clothing, decorations and greeting cards.