What Easter Candy Tells Us About Consumer Behavior Right Now

As many celebrate Easter, I’ve been looking at new data from Truescope and it’s a reminder that even something as simple as candy can tell us a lot about how people are actually making decisions right now.

On the surface, the story is straightforward.

Americans are expected to spend $3.5 billion on Easter candy this year, up from $3.3 billion in 2025. About 92% of consumers are participating, and the average spend is around $28.

But prices have jumped 67% since 2020. So people are paying more and getting less, and they’re still showing up.

That’s where it gets interesting. Because when you look beyond the topline numbers and into the Truescope data, you start to see a gap between what people say they’re interested in and what they actually choose.

Search tells one story. According to search interest, Peeps still dominate. They generate about 50% more interest than chocolate bunnies. After that, you see the usual mix: chocolate bunnies, Jelly Belly jelly beans, Swedish Fish and Reese's Eggs.

But purchase behavior tells a different story. When people actually buy, it’s Reese's Peanut Butter Eggs and Reese's Pieces Easter Candy Gift Bags leading the way, with Reese’s products dominating in most states year after year.

So what people talk about or search for isn’t always what ends up in the cart.

That disconnect is something communicators should be paying attention to.

The regional patterns are just as telling.

Peeps are still strong across a stretch of the country tied closely to where they’re made. At the same time, Jordan almonds show up as favorites in places like California, Texas and Florida, not because they’re trending, but because they’re tied to tradition.

Jelly beans split by brand depending on where you are. Some regions lean toward Starburst jelly beans, others toward Jelly Belly jelly beans.

And then there are the unexpected pockets. Kinder Joy Eggs in Mississippi. Lindt Gold Bunny in New Mexico. Haribo Sour Easter Grass in places like Delaware and Hawaii.

Even the color of Peeps matters, with yellow leading nationally, followed by blue and lavender. None of this is random. It’s a reminder that culture and geography still matter, maybe more than we think. There are also some clear shifts happening.

Truescope is picking up on growing interest in things like freeze-dried candy, oversized “smash eggs,” and more premium chocolate options. At the same time, there’s movement toward simpler ingredients and “better-for-you” choices.

And beyond the candy itself, people are leaning into the experience. DIY Easter activity is up, from baskets to chalk to food coloring.

This isn’t just about buying candy. It’s about creating a moment. So what do we take from this?

First, you can’t rely on one signal. Search data is useful, but it’s incomplete. You need to understand what people actually do.

Second, national narratives only go so far. If you’re not paying attention to regional and cultural nuance, you’re missing part of the picture.

Third, tradition is still doing a lot of the work. Even with everything changing around us, those patterns hold.

Fourth, higher prices haven’t stopped participation. They’ve just made people more intentional.

And finally, the experience is becoming the product. That’s where a lot of the emotional value is now.

Easter candy might seem like a small thing, but it’s actually a pretty clear window into how people are navigating choice right now.

And for communicators, that’s really the point.