Easter candy spending surges as states show sweet tooth preferences

• Ninety-two percent of Americans plan to celebrate Easter with candy. Eighty-nine percent of parents are including chocolate in their children’s baskets, according to industry surveys.
• Google search data shows states favor different treats — gummies, M&M’s, Skittles, and peanut butter eggs are top picks, while Vermont prefers chocolate eggs and Idaho favors lollipops.
• Consumers are expected to spend $23.6 billion this Easter, with $3.3 billion going toward candy alone, according to the National Retail Federation.

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The Easter Bunny is gearing up for his annual rounds, but what he leaves behind varies depending on where you live.

According to the National Confectioners Association, 92% of Americans plan to celebrate Easter with candy. An April report from WalletHub found that more than half of parents intend to assemble Easter baskets for their children, with 89% saying they’ll include chocolate and other sweets.

Data collected by Google and shared with USA TODAY revealed the most-searched Easter candies in each state over the past month. Gummies, M&M’s, Skittles and peanut butter eggs were among the most popular, though preferences varied.

Vermont stood alone in favoring chocolate eggs, while Idaho residents showed a unique preference for lollipops. An Instacart report shows Peeps are a local favorite in Boston, Philadelphia and Washington, D.C., where purchases spiked 150%, 97% and 111%, respectively, during Easter weekend compared to the national average in 2024.

Consumers are also expected to spend big this holiday season. A recent National Retail Federation report projected total Easter spending to reach $23.6 billion, with candy topping the list at an estimated $3.3 billion.