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Bunny Money

Along with the May flowers, April showers bring a very profitable holiday season.

This story appears in the March 2002 issue of Entrepreneur. Subscribe »

Whether consumers are celebrating the reaffirmation of faith or simply the return of spring, Easter is essentially about the dawn of a better day. In light of the somber year they witnessed in 2001, retail experts and entrepreneurs alike are looking forward to this Easter being as popular as ever.

"[Easter] signals a new beginning," says Adrienne Sobroza, product manager for Papel Giftware, A Cast Art Company. Deb Ratano, the company's director of marketing, says she sees that new-beginning theme coming through in more and more family celebrations each year. And because there's a long buildup to the actual day, entrepreneurs can take advantage of the strong selling potential for a longer time span with Easter products than they can with a one-day event like Valentine's Day. That's good news for Papel Giftware. The Monroe Township, New Jersey-based company distributes outdoor decorating and home décor items such as table settings, frames and wind chimes featuring hand-painted pansies; an abundance of chick, bunny and angel figurines and plush toys; and religious mementos, which all fit nicely into the Easter theme.

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