Sugar-Coating Easter with Lots of Peanut Butter and Chocolate

Easter eggs come in all sorts of sizes, and of course, colors. My favorites are the ones that are chocolate on the outside and peanut butter on the inside. And it turns out I am not alone, with the first and fourth best-selling Easter candies being Reese’s and Hershey’s chocolate covered peanut butter eggs.

Typically, Halloween is the holiday associated with candy. However, the week before Easter actually beats out the one leading up to Halloween as the most lucrative week of the year for candy retailers.

In the week before Easter last year, Americans bought $823 million of their Easter favorites including creme-filled eggs, chocolate rabbits, colorful marshmallow Peeps, and peanut butter and chocolate – lots and lots of peanut butter and chocolate.

According to RetailMeNot, Here are the top 5 Easter treats of 2017:

  1. Reese’s Mini Peanut Butter Chocolate Eggs
  2. Chocolate bunnies
  3. Jelly beans
  4. Hershey’s Eggs
  5. Peeps

As the top selling candy in the US, it’s no surprise that Reese’s Peanut Butter Eggs also top the Easter candy list. The Reese’s Easter treat was first released as a test in 1966 in Pennsylvania. The next year, Reese’s released the eggs to the rest of the country, and the rest, is history.

Retailers and marketers in the US will sell about a billion dollars of candy leading up to Easter, or about 146 million pounds of candy (nearly half a pound per person). That may sound like a staggering figure for such a short span, but it is only a little more than a typical week. Americans spend roughly $45 million daily on candy.

One key difference for candy marketers at Easter, as opposed to Halloween, is the weight of the candy sold at Easter. “In the weeks around Halloween consumers are buying in bulk with a volume mentality for the trick-or-treaters,” said Carman Allison, vice president of consumer insights at Nielsen. “Easter and Valentine’s Day are more gift-based purchases where premium packaging plays a role in what consumers purchase for their loved ones and how much they are willing to spend.”

Marketers love this time of year, and recognizing the purchasing power candy shoppers have, they’re not just creating Easter themed treats, but also creating Easter-specific spots to appeal to our sweet tooth.

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