Instacart report reveals top Halloween candy and costume trends

Instacart has released data detailing consumer purchasing trends for Halloween, revealing that Reese’s Peanut Butter Cups were the top-selling candy by ounces sold. Reese’s held the number one spot in 40 of 51 states and Washington, D.C.

Regional variations were notable across the United States. Montana showed a significant preference for HI-CHEW, purchasing it at a rate 616% above the national average. In Rhode Island, Sour Patch Kids was the only candy to outperform both Reese’s and Peanut M&M’s. While chocolate dominated the top five list—including Peanut M&M’s, Hershey’s Milk Chocolate, M&M’s, and Snickers—Sour Patch Kids was the highest-ranking non-chocolate option at number seven.

Geographically, Western states such as Utah, Idaho, and Alaska purchased the most candy relative to the rest of the country, while the Northeast purchased the least. Among cities, the Pacific Northwest led in candy purchases. Regarding costumes, the banana was identified as the most popular food-related choice among adults, and bananas were also the top-selling item on the platform.