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US Halloween consumer purchasing trends

Updated 1 time since CLSTR started tracking revisions of this situation.

What changed

2026-10-09 08:21 UTC → 2026-10-09 21:28 UTC · added ~~removed~~

Data from Instacart regarding Halloween consumer trends indicates that Reese’s Peanut Butter Cups were the top-selling candy by ounces sold, leading in 40 of 51 states and Washington, D.C. While chocolate varieties like Peanut M&M’s, Hershey’s Milk Chocolate, M&M’s, and Snickers dominated the top five, Sour Patch Kids was the highest-ranking non-chocolate option. Regional preferences varied, such as Montana showing a preference for HI-CHEW at a rate 616% above the national average, and Rhode Island seeing Sour Patch Kids outperform both Reese’s and Peanut M&M’s. Geographically, Western states including Utah, Idaho, and Alaska saw the highest candy purchases relative to the rest of the country, while the Northeast saw the least. In terms of costumes, the banana was the most popular food-related choice among adults and the top-selling item on the platform. More recent data from CandyStore.com and Brach's indicates shifting preferences. According to CandyStore.com's 2026 rankings, Snickers holds the top spot for the most popular candy, while NERDS Gummy Clusters have risen to number three. M&M’s and Sour Patch Kids also remain leaders, with M&M’s tying for the most states where they rank as the favorite. In a survey of 3,200 customers, candy corn and Almond Joy were identified as the least favorite treats. However, candy corn maintains regional popularity; Brach's annual heat map reveals that Kansas has overtaken Utah as the state with the highest preference for candy corn. The top five states for the treat include Kansas, Utah, Iowa, Oklahoma, and Missouri, concentrated in the Midwest and the South.

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