America’s Favorite Easter Candy, According to Amazon Demand

Pattern Data Science

March 30, 2022

Whether it’s to fill up easter baskets and plastic eggs for the kids, or snagging a bag of cadbury mini eggs before they’re out of our lives for another year, Americans spend millions on Easter candy each year. According to data from the National Retail Federation, the average American typically spends about $20 on Easter candy, and some years Easter is actually the top candy-selling holiday of the entire year.

As the leader in global ecommerce acceleration, we’re constantly analyzing trends in online commerce to help brands understand how various events (like Easter) impact consumer behavior. So, with Easter around the corner, we wanted to discover:

  • Which Easter candy is most popular among consumers?
  • Which ones get the biggest boost during the Easter season?
  • And did the pandemic change anyone’s Easter candy shopping habits last year?

To find out the answers to these questions, our data science team chose an array of candy varieties and analyzed market demand on Amazon over the past few years.

When is online demand highest for candy?

To best understand which types of candy are the most popular during Easter, we thought it would help to start by better understanding exactly when Easter candy experiences the most demand.

As you’d expect, the types of candy most associated with Easter experience a huge surge in demand during the spring. Demand rose by as much as 23% during the week of Valentine’s Day, dipped slightly, and then began a steady climb throughout late February and all of March.

The week just before Easter, which fell on April 4th last year, saw demand peak at an impressive 117% increase vs the annual average.

Which types of candy are the most popular during Easter?

Now let’s dive a little deeper into the data, starting by examining demand for different types of candy on Amazon during that week of March 28th - April 3rd.

Here’s what we found:

Out of the twelve candy terms in our analysis, Peeps and jelly beans combined for nearly half of all demand during the week leading up to Easter. And once you throw in third place Cadbury Eggs, you’ve got 57% of all demand from this group.

(Peeps lovers: keep this in your back pocket next time someone mocks your favorite Easter treat.)

Skittles were the next most popular while Starburst Jelly Beans rounded out the top five.

Which types of candy get the biggest boost from Easter?

While the previous chart showed us how much of the total weekly demand each type of candy got during Easter, we really wanted to see which candy got the biggest boost relative to the rest of the year.

To do so, we took average weekly demand from March 4th through April 4th for each type of candy and compared it to their average throughout the year.

Cadbury Eggs and Peeps both saw demand up by over 200% while jelly beans, Cadbury Mini Eggs, and Starburst Jelly Beans all saw demand increase by 99% or more.

Our more “standard” candy options, while still certainly popular during easter time, remained popular enough throughout the rest of the year to see little to no increase in average weekly demand.

To better visualize Easter’s impact on candy sales, we charted weekly demand for Jan 2021 through the first of March 2022.

As you’d expect, demand for specialty Easter candies spend most of the year at or close to zero, then skyrocket in Mid-March before peaking the week of March 28th.

Chocolate Bunnies certainly see the most dramatic lift, as they spend almost the entire year with demand at zero. Starburst Jelly Beans, meanwhile, experienced more consistent popularity throughout the rest of the year, but they’re still far and away at their most popular during easter.

For a comparison, here’s the same view for the more “standard” types of candy in our analysis:

Here we see that Valentine’s Day is the biggest time of year for most of these “standard” types of Candy. Sour Patch got the biggest Easter bump out of these types, with a 10% increase in demand during the week leading up to the holiday.

October also drove some demand, but it’s all about Valentine’s Day as we can see yet again at the end of our chart with the 2022 view of the holiday.

How has COVID-19 impact online demand for Easter candy?

There’s no question that the past couple of Easters were unlike any in generations. In 2020 the holiday fell early on in the pandemic, as Americans were still adjusting to a new normal of working from home, social distancing, and self-quarantining. As a result, millions of Americans were undoubtedly forced to adjust their holiday plans on the fly.

While there’s no question that last year’s easter wasn’t nearly as locked down as 2020’s, it still fell during the midst of the Delta Variant surge.

So, we wanted to see if Amazon saw a change in Easter candy shopping habits over the past couple of years compared to 2019’s pre-pandemic levels, and how 2022 is shaping up so far.

2020 actually online demand for our combined candy terms surge far ahead of pre-pandemic levels during the months of March and April. This is not much of a surprise when you consider that those months saw grocery stores and supermarkets temporarily closing their doors and millions of Americans choosing to shop online for groceries.

2021, meanwhile, saw demand fall behind 2020’s tremendous levels, but they did still surpass 2019’s pre-pandemic numbers, suggesting that people are growing increasingly more likely to turn to Amazon to help stuff their Easter Baskets.

Let’s examine this same view for last Easter’s most popular candy: Peeps.

This time it was last year that saw the largest single month out of all three years, with 2020 experiencing a strong March and April. Once again, 2019’s pre-pandemic Easter saw the lowest of all three years, further evidence that Easter candy shopping is shifting further online.

Let’s close with a high level view of Easter specific candy and how monthly demand changed for each of them during March and April over the past 3 years:

2020 was huge across the board for each of the types of Easter candy. Chocolate Bunnies saw demand rise by 600% during March and April 2020 compared to 369% in 2021 and 251% in 2019.

On the whole, meanwhile, 2021 saw online demand for each type of candy drop from 2020’s heights, but remain ahead of 2019’s with only one exception. Cadbury Mini Eggs saw online demand rise by only 59% last year compared to 2019’s 84% increase.

A lesson for brands

From our data, it’s clear that major holidays like Easter can significantly increase demand for both seasonally specific products like chocolate bunnies and Peeps, but also for items that you can sell year round like jelly beans and regular chocolate candy.

Understanding the factors that influence consumer behavior can help brands better understand how to forecast demand for their products on online marketplaces, and even inform product design and marketing strategy.

If you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, get in touch today.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 26, 2022

Top 5 Ways to Prepare for Peak with Google Ads

Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.

1. Go Early

In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.

From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.

2. Get Ready for Privacy Changes

 According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.

From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.

It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.

3. Ensure Consumers Can Discover your Brand

A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.

Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.

The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)

4. Get Moving with Performance Max

Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.

Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.

5. Flight Budgets Accordingly

Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.

Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.

Sept 20, 2022

4 Ecommerce Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.