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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Slowing Inflation is Music to Consumers’ Ears
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Slowing Inflation is Music to Consumers’ Ears

**Instrument Pricing Changes Tune Amid Record Inflation** Compared to 2022, consumers should expect to pay more for musical instruments, but the rate of inflation shows signs of slowing. **The backstory:** America’s most popular musical instruments saw a notable price increase in 2022 compared to 2021, but the rate of inflation eased in Q4 ’22. **Why it matters:** Slowing inflation within this product category could indicate economic pressures like increased demand, rising labor costs, and supply chain disruptions are easing across the consumer landscape. **What we’re seeing:** The average cost of musical instruments increased 7.5% from 2021 – 2022; however, when analyzing individual increases year over year, some instruments saw price increases as high as 21%. <iframe title="YOY Price Change for Instruments — 2022 vs. 2021" aria-label="Bar Chart" id="datawrapper-chart-02Lwk" src="https://datawrapper.dwcdn.net/02Lwk/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="379" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * Trombones experienced a 21.73% increase compared to 2021 * Trumpets +20.08% * Flutes +18.6% * Recorders +16.13% * Saxophones +13.63% * Clarinets +10.55% * Drums +5.41% * Ukuleles +5.17% **However:** Inflation among these same instruments was significantly less in Q4 ’22 compared to Q4 ’21. In some cases, prices decreased from Q4 ’21 – Q4 ‘22: <iframe title="Price Change for Instruments — Q4 2022 vs. Q4 2021" aria-label="Bar Chart" id="datawrapper-chart-6X6GZ" src="https://datawrapper.dwcdn.net/6X6GZ/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="379" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * Trombones +11.23% * Flutes +10.41% * Saxophones +5.94% * Clarinets +5.59% * Trumpets +3.10% * Recorders +2.85% * Drums -2.59% * Ukuleles -8.46% **Moreover:** Certain instruments saw inflation reverse in 2022. On average, prices for melodicas, guitars, and violas saw their prices decrease by 4.41%, 3.19%, and 0.97%, respectively. <iframe title="YOY Price Change for Instruments — 2022 vs. 2021" aria-label="Bar Chart" id="datawrapper-chart-0Tefk" src="https://datawrapper.dwcdn.net/0Tefk/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="259" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Diving Deeper:** Inflation was more significant when comparing Q4 ’21 to Q4 ’20 than when comparing Q4 ’22 to Q4 ’21, indicating a slowing down of price increases for consumers. <iframe title="YOY Q4 Price Change for Instruments — 2020 – 2022" aria-label="Stacked Bars" id="datawrapper-chart-p6iqt" src="https://datawrapper.dwcdn.net/p6iqt/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="206" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * In Q4 ’21, average prices for all instruments were up 8.89% compared to Q4 ’20. * When comparing Q4 ’22 to Q4 ’21, the average price for all instruments only increased by 2.65%. **The takeaway:** While consumers should expect to pay higher prices for instruments this year, overall inflation impact within this product category appears to be slowing down. With National Ukulele Day coming up on February 2, now is a great time for ecommerce brands to take advantage of slowing economic worries and reach new consumers. * Want Pattern’s data science team to power your brand with consumer insights like these? Contact us to [request more information](https://pattern.com/contact-us/) today.

Slowing Inflation? What Musical Instrument Pricing Tells Us
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Slowing Inflation? What Musical Instrument Pricing Tells Us

It’s safe to say consumers and brands alike are eager for a change to the pattern of rising inflation, steadily increasing in many ecommerce categories . Pattern’s internal team’s data scientists analysis of instrument pricing shows a glimmer of hope that inflation may be slowing, which would be great news for brands selling online.

At Pattern, we’re interested in and monitoring trends and news related to pricing since price is a key factor in a brand’s profitability (as explained in the Ecommerce Equation). When brands are able to optimize their price, conversions, and traffic, they can optimize their profitability. And profitability leads to better allocation of resources, better brand control, and gives leaders the ability to expand their presence to new markets worldwide.

YoY Instrument Pricing Increased at a Slower Pace

When analyzing the pricing changes of instruments from 2021 to 2022, our teams found that prices increased, but at a slower rate than from 2020 to 2021.

As shown below, the year over year Q4 changes show quite a lower rate of increase.

Inflation Improvements Raise Profitability

Because inflation impacts online shopping behaviors, lower inflation can lead to better overall profitability for brands. This idea, of course, is nuanced, but Pattern’s Ecommerce Equation can help illustrate the general principle.

When inflation rises, consumers change their spending habits. Shoppers spend more time researching products, forego premium, higher-priced brands, and buy more in bulk. Brands tend to see a loss of loyalty as they’re forced to raise prices.

Price is a key variable in the Ecommerce Equation: price x conversion x traffic = profitability. As inflation lowers, brands can expect better performance in all of these areas—more traffic as spending habits return to normal, higher conversion from returning customers, and price that better fits consumer demand. As inflation lowers and these variables stabilize, brands will see profitability increase.

Raise Your Profitability with Pattern

As an ecommerce accelerator, Pattern is obsessed with gathering data that helps our brand partners succeed. We’ve created best-in-class technology, models, and analytics to understand changes on the horizon and inform our decisions. With an incredible team of data obsessed Pattern employees, we see what makes the difference in truly great ecommerce performance and apply those learnings for brand partners. 

Ready to improve your profitability? Contact us here.

Inflation hits LEGO, but lighter than you’d suspect
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Inflation hits LEGO, but lighter than you’d suspect

**Some sets get more expensive, while others become cheaper** In June 2022, LEGO announced it would be increasing the prices of their sets. Ever since, consumers anticipated their favorite plastic construction toy prices to increase [by as much as 25%](https://9to5toys.com/2022/06/02/lego-officially-confirms-price-increases-coming-to-most-sets-later-this-fall/). **Why it matters:** Consumers are feeling the sting of inflation in all areas of their lives, from groceries and gas to entertainment. With LEGO Day right around the corner (January 28th), fans may wonder whether it’s a good time to purchase a set. **What we’re seeing:** While inflation continues to ravage the economy, consumers are seeing a small reprieve when it comes to the pricing of LEGO sets. Despite the anticipated 25% price increase, average prices among the top LEGO sets only increased by 4.7% year over year when comparing Q4 2022 to Q4 2021. <iframe title="YOY Price Change for All LEGO Sets – 2022 vs. 2021" aria-label="Interactive line chart" id="datawrapper-chart-3gn9L" src="https://datawrapper.dwcdn.net/3gn9L/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="393" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * During this same period, annual prices for some of the most popular LEGO sets were up as much as 23%. <iframe title="U.S. Price Change for LEGO Sets – Q4 22 vs. Q4 21" aria-label="Split Bars" id="datawrapper-chart-vh7B2" src="https://datawrapper.dwcdn.net/vh7B2/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="708" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Yes, but:** Prices of other popular sets were down by as much as -12% during this same period. Depending on the kit, consumers might actually find some popular LEGO sets have gotten less expensive since 2021: * LEGO Star Wars Imperial Probe Droid was down -6% in Q4 2022 vs. Q4 2021 * LEGO Creator Tuk Tuk was down -7% * LEGO Star Wars Ultimate Millennium Falcon was down -10% * LEGO Ideas Tree House Business Kit was down -12% **However:** Even for the sets that experienced a price decrease, the decrease was less significant in Q4 2022 as set prices increased across the board following the June 2022 announcement. <iframe title="YOY Price Change for Individual LEGO Sets – 2022 vs. 2021" aria-label="Interactive line chart" id="datawrapper-chart-KjSXz" src="https://datawrapper.dwcdn.net/KjSXz/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **The takeaway:** While prices didn’t increase as much as consumers anticipated, inflation still had an effect on the cost of LEGO sets. As ecommerce brands prepare for increased demand ahead of LEGO Day, they could increase customer interest in all sets by promoting the sets that have seen a price decrease. * Pattern’s data science team analyzes consumer demand on Amazon to understand how economic forces impact pricing and shopping behavior. If you’re interested in using insights like these to propel your ecommerce strategy forward, [contact our team today. ](https://pattern.com/contact-us/)