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.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)