The Big Four and Beyond: Americans Find More Reasons to Celebrate with Chocolate and Candy

WASHINGTON - Americans are finding even more ways to celebrate occasions with chocolate and candy, according to a new report from the National Confectioners Association. The four major confectionery seasons - Valentine's Day, Easter, Halloween, and the winter holidays - remain a critical part of the total category, accounting for 64% of annual chocolate and candy sales, but consumers are also increasingly buying and sharing treats for additional occasions including Thanksgiving, the Super Bowl, and St. Patrick's Day. More than nine in 10 consumers purchase seasonal chocolate or candy at least once a year.

Why it matters: Chocolate and candy connect holiday traditions with experiences consumers look forward to each year, underscoring the category's continued relevance even as shopping habits evolve. As shoppers become more deliberate with their purchases, 89% say seasonal chocolate and candy are an affordable part of holiday celebrations.

The report also reveals opportunities for confectioners and retailers beyond traditional holidays as younger generations embrace a broader range of celebrations and develop their own traditions around Galentine's Day, Summerween, Friendsgiving, and more.

Quotable: John Downs, president & CEO of NCA, said:

"Chocolate and candy connect people to traditions they've always loved and provide opportunities to create new memories. The four major seasons remain essential, and now consumers are also bringing treats to more occasions throughout the year, from Friendsgiving gatherings to game-day celebrations. This research makes it clear that confectionery - both familiar favorites and new seasonal offerings - remains an important part of how Americans celebrate."

Other insights from the NCA report include:

• Seasonal products stand out: 89% of people like treats that reflect the holiday through flavors, shapes, characters, or packaging, and 84% say limited-time offerings encourage them to buy before they're gone.
• Non-chocolate candy is gaining ground: Seasonal non-chocolate candy continues to grow, with its share of Halloween volume increasing 6.2 percentage points since 2022.
• Shopping habits are evolving: E-commerce sales of seasonally coded chocolate and candy grew 21% over the past year, while in-store seasonal displays continue to play an important role in prompting purchases.

The report also examines seasonal shopping habits and destinations, the growing importance of social discovery, and economic factors influencing behavior.

Always A Treat: Consumers understand that chocolate and candy are treats, not meal replacements or center-of-the-plate foods, and they carry a unique mindset when enjoying these products. People in the U.S. enjoy chocolate and candy 2-3 times per week, averaging just 40 calories and about one teaspoon of added sugar per day.

Learn more: To read the report and get more information, please visit CandyUSA.com/SeasonalConsumers.

Methodology: The Getting to Know Seasonal Chocolate & Candy Consumers 2026 report was developed by 210 Analytics for NCA, with consumer research conducted in August 2026 among 1,550 candy consumers and sales and household panel data provided by Circana.