A National Confectioners Association report indicates that seasonal events account for 64 percent of yearly chocolate and candy sales, with the four primary confectionery seasons—Valentine’s Day, Easter, Halloween, and winter holidays—remaining key drivers. However, consumers are expanding purchases to new occasions, as younger demographics forge traditions around events like Galentine’s Day and Friendsgiving, according to the findings.
The Getting to Know Seasonal Chocolate & Candy Consumers 2026 report reveals that more than nine in 10 consumers purchase seasonal chocolate or candy at least once a year. However, inflation and budget pressures are reshaping buying habits, with smaller baskets in both dollars and units. Despite this, the report highlights opportunities for confectioners and retailers as consumers adapt their spending to include treats for new and emerging occasions.
Winter Holidays Lead Seasonal Sales
The winter holidays are the largest confectionery season, generating $7.9 billion in 2025, followed by Halloween at $7.7 billion. Seasonal non-chocolate candy is growing in both dollar and volume sales, while seasonally coded chocolate has declined over the latest 52 weeks. Notably, non-chocolate’s share of Halloween volume has grown 6.2 points since 2022, reflecting shifting consumer preferences.
Price is a key factor: 75 percent of consumers perceive chocolate and candy as more expensive than a year ago. As a result, 83 percent look for seasonal specials or promotions, and 80 percent buy extra confectionery on post-holiday markdowns. These price sensitivities are driving changes in purchasing behavior across all seasons.
Changing Consumer Behavior
Despite cost concerns, 89 percent of consumers say seasonal chocolate and candy are an affordable part of holiday celebrations, and 95 percent agree it’s acceptable to enjoy confectionery during the holidays. Limited-time offerings also drive purchases, with 84 percent saying they buy before items are gone. This sense of urgency shows the importance of seasonal exclusivity in driving sales.
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Shoppers are consolidating trips, with 29 percent frequently buying all seasonal items in one go, up from 22 percent in 2023. Supercenters and supermarkets remain the leading channels, though e-commerce sales grew 20.6 percent year over year. Online household penetration remains low at 6 to 8 percent by season, but online transactions are significantly larger than in-store ones, indicating a growing preference for digital convenience.
New Traditions and Shopping Patterns
Younger generations are not only creating new traditions but also favoring non-chocolate candy, online shopping, and discovering new items. About 20 percent of seasonal purchases for others involve a trendy new item, rising to 28 percent among Gen Z.
Secondary holidays, including Thanksgiving, the Super Bowl, and St. Patrick’s Day, have grown substantially since 2023. Promotions play a critical role in driving sales, with 44 percent of Valentine’s Day promoted volume being incremental rather than base business shifted into promotion. All four major seasons generate volume trade efficiency above 50, a benchmark for best-in-class incremental growth, with combined feature-and-display support delivering the highest incrementality.
The report, developed by 210 Analytics for the NCA, surveyed 1,550 consumers ages 18-75 and used sales and household panel data from Circana’s expanded universe. The NCA represents the U.S. confectionery industry, which drives $55 billion in retail sales.