Easter may be a selling season. For many suppliers, it is also the start of the financial cleanup.
In 2026, Easter falls on Sunday, April 5, and the National Retail Federation says consumers are expected to spend a record $24.9 billion, with planned spending of $195.59 per person.
Spring resets sound clean.
Fresh shelves. New items. Better assortments. Seasonal transitions. A chance to improve what shoppers see and what stores carry.
In theory, it is all very logical.
In practice, spring resets can be messy. And for suppliers, one of the messiest outcomes is markdown exposure that shows up quietly, then hits margin all at once.
When people think about the Easter selling season, they usually picture the finish line.
The displays are up. Seasonal packaging is out. The ad is live. Stores are busy. Everybody is watching the holiday weekend.
But for suppliers, the real trouble often starts much earlier.
