America's favorite Easter candy: Reese's Peanut Butter Eggs
Reese's Peanut Butter Eggs are once again the top Easter sweet, according to data from Instacart.
Why it matters: Easter is the second most popular holiday for candy purchases after Halloween, a Numerator survey of more than 5,000 people found.
The big picture: Consumers are expected to spend $3.3 billion on candy this year, up from $3.1 billion for the holiday in 2024, according to the National Retail Federation's annual holiday survey.
What we're hearing: Kids aren't the only ones wanting Easter baskets.
62% of adults surveyed by Ferrero North America said they would love to get an adult Easter basket.
69% said chocolate must be included.
Fun fact: Most said you should start by eating the ears, not the feet, of a chocolate bunny first.
Top Easter candy nationwide
Zoom in: Instacart says these were the top 10 Easter candies based on Easter weekend 2024 purchases:
Reese's Peanut Butter Eggs
Reese's Peanut Butter Cups
Cadbury Chocolate Mini Eggs
Hershey's Milk Chocolate
Cadbury Creme Egg
Sour Patch Kids
Lindt Milk Chocolate Bunny
Starburst Jelly Beans
Hershey's Milk Chocolate Candy Eggs
Kinder Chocolate Candy Egg with toy inside
Where Peeps are a local favorite
The intrigue: Peeps marshmallow chicks didn't make the most popular candy list but they are a local favorite in Boston, Philadelphia and Washington, D.C., Instacart data shows.
Boston Peeps purchases spiked 150%, Philly's 97% and D.C.'s 111%, during Easter weekend 2024 compared to the national average, per Instacart.
Easter candy cravings
Zoom out: Candy preferences vary across regions, Instacart said, noting a few regional standouts — measured by comparing orders placed on the platform versus the national average:
Cadbury Creme Eggs were supreme in Houston and Portland, Oregon. Houston purchased 71% more than the national share and Portland 112% more.
Charlotte picked Reese's Peanut Butter Cups, the No. 2 Easter candy nationally, with 34% more than the national average.
Some regional favorites didn't wind up on the national candy list:
Phoenix opted for Whoppers Malted Milk Balls, with a 227% increase, Instacart said.
Chicago opted for Peanut M&Ms and purchased 52% more than the national share.
San Francisco has big fans of Justin's Peanut Butter Cups, with 274% more purchased than the national average.
San Diego bought 91% more Reese's Pieces than the national share.
Minneapolis chose Choceur Milk Chocolate, purchasing 499% more than national average.
What we're watching: The price of cocoa.
Top searched Easter candy, by state
The other side: Google on Thursday released the most searched Easter candy by state, which had different results from Instacart's 2024 sales data.
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