There is no doubt about the value of going out early with a broad range of Easter product pays off, especially for higher-end items people plan to purchase or LayBy over time.
My experience is that grandparents especially like to shop early for something special beyond the eggs and usual Easter fare you see in so many other stores. This is taken into account in developing the displays and positioning product. I have found a good way to encourage grandparents and regulars is to move the Easter display through the season.
The more you interrupt traffic flow the better.
Easter is a season that should be growing in our channel regardless of the more commercial and chocolate focussed retailers out there.