The Easter Bunny is the king of candy sales (2024)

The Big Crunch

CNBC.com

Halloween may have trick-or-treating and Valentine's Day may be synonymous with boxes of chocolates, but Easter is the day that leaves candy companies salivating.

In the week before Easter last year, Americans bought $823 million in creme-filled eggs, chocolate rabbits and colored marshmallow Peeps, according to Nielsen data. That narrowly beats out Halloween as the most lucrative week of the year for candy retailers.

Looking at weight alone, Americans purchased 146 million pounds of candy in the week before Easter. That's nearly half a pound of candy for every man, woman and child in the country, or the weight of more than 11,000 African bush elephants.

Costumed kids seem to be consuming more candy by the pound, but their neighbors are handing out some of the cheapest candy — several dollars per pound cheaper than the fancy chocolates for significant others on Valentine's Day. As for Easter, the red line in the chart seems to show retailers selling leftovers cheap the week after the holiday.

The Easter Bunny is the king of candy sales (1)

"In the weeks around Halloween consumers are buying in bulk with a volume mentality for the trick-or-treaters," said Carman Allison, vice president of consumer insights at Nielsen. "Easter and Valentine's Day are more gift based purchases where premium packaging plays a role in what consumers purchase for their loved ones and how much they are willing to spend."

Holidays are huge money makers for candy companies, but Americans apparently need no excuse to eat candy all year round. In a normal week, Americans still pay about $300 million for 76 million pounds of sweets.

According to Nielsen's point-of-sale data, about 17 percent of the candy sold each year is "seasonal" branded to be consumed during a specific holiday. Easter, surprisingly, makes up more than a third of that seasonal candy, according to the data.

Halloween is still the biggest holiday from the manufacturer's side, said Chris Gindlesperger, vice president of public affairs and communications at the National Confectioner's Association, citing the trade group's data. But the sales figures can change each year depending on retail factors, the night that a holiday falls in a given year or even what the weather is like around holiday.

The concentration of the sales week could also give Easter a higher peak – Halloween candy sales tend to be more spread out and piggyback onto back-to-school sales, said Allison.

Making a little over a billion dollars a year in just seasonal Easter candy isn't too shabby, but it's small compared to the approximately $45 million pulled in every single day for nonseasonal candies such as chocolate candy bars in convenience stores.

But — and there's no way to sugar-coat it — Easter's candy throne may be crumbling. Annual sales growth for the holiday's seasonal offerings was slowing compared with other categories over the last four years.

The Easter Bunny is the king of candy sales (3)

That may explain why Just Born, a company known for its iconic Easter candy, has been trying to expand Peeps sales beyond Easter. The varieties of Peeps available have exploded in recent years — pumpkin spice Peeps in October and hot cocoa and peppermint Peeps around Christmas.

The company has been making a concerted effort to expand to other seasons over the past few years, but 70 percent of sales still come from Easter, according to a Just Born spokesman. That's the same percentage as 2014, when the company launched its first year-round Peeps product.

Easter is the king of candy holidays, and Peeps are arguably the king of Easter candies (they've been the No. 1 non-chocolate candy for the last 20 years). The company is pushing Peeps for the summer, Valentine's Day and all the rest of the year, and they're not the only one. Everyday brands are also coming up with new products to capture shares of those holidays — think Reese's peanut butter eggs and Swedish Fish jelly beans.

"Consumers have an affinity and loyalty to certain brands and manufacturers who can convert that loyalty to a seasonal sale or unique format will win," said Allison. "To take a seasonal product and make it every-day is a bit more challenging since you need to change the consumer perception of not only what they brand stands for but also the perception of freshness."

Despite the earlier-than-normal date, the Confectioner's Association has high hopes for this Easter. The group is projecting that it will bring in $2.4 billion, up about 1.4 percent from last year. Halloween could catch up, based on the Nielsen data, but it may be too early to tell.

The Easter Bunny is the king of candy sales (4)

Mark FaheyData Journalist

The Easter Bunny is the king of candy sales (2024)

FAQs

Why does the Easter Bunny give us candy? ›

The tradition of eating chocolate at Easter is tied to Lent. During the six weeks before Easter, known as Lent, Christians abstained from consuming animal products. The moulding of chocolate into the shape of a bunny, is simply a blending of the symbol of the hare, combined with the tradition of treats following Lent.

What does the Easter Bunny bring? ›

As part of the legend, the creature carries colored eggs in its basket, as well as candy, and sometimes toys, to the homes of children. As such, the Easter Bunny again shows similarities to Santa (or the Christkind) and Christmas by bringing gifts to children on the night before a holiday.

Does the Easter Bunny like candy? ›

Like most holiday peeps, the Easter Bunny doesn't make much moola, but he's not one to complain. Working once a year means that he gets to go on lots of relaxing vacations and munch on any leftover candy, chocolate and marshmallow treats - nothing beats that!

What is the most eaten candy on Easter? ›

An curved arrow pointing right. New data from Instacart reveals the most popular candies for the 2022 Easter season across the US. The list is unsurprisingly dominated by chocolate, with jelly beans and marshmallow Peeps also making appearances. Reese's peanut butter eggs claimed the top spot in 30 of 50 US states.

Is the Easter Bunny an American thing? ›

According to some sources, the Easter bunny first arrived in America in the 1700s with German immigrants who settled in Pennsylvania and transported their tradition of an egg-laying hare called “Osterhase” or “Oschter Haws.” Their children made nests in which this creature could lay its colored eggs.

What is Easter Bunny have to do with Jesus? ›

And what do they have to do with the resurrection of Jesus? Well, nothing. Bunnies, eggs, Easter gifts and fluffy, yellow chicks in gardening hats all stem from pagan roots. They were incorporated into the celebration of Easter separately from the Christian tradition of honoring the day Jesus Christ rose from the dead.

What are 3 Easter traditions? ›

Easter traditions include sunrise services or late-night vigils, exclamations and exchanges of Paschal greetings, flowering the cross, the wearing of Easter bonnets by women, clipping the church, and the decoration and the communal breaking of Easter eggs (a symbol of the empty tomb).

What is the Easter Bunny's real name? ›

The character's actual name was “Peter Rabbit,” and he originated with writer Beatrix Potter, who named the character after her childhood pet rabbit Peter Piper. “Burgess tried briefly to call his rabbit Peter Cottontail,” according to a 1944 article in Life magazine.

Why does Easter Bunny bring eggs? ›

So why does the Easter bunny bring eggs? According to Discovery News, since ancient times, eggs and rabbits have been a symbol of fertility, while spring has been a symbol of rebirth. So even though rabbits don't lay eggs, the association of these symbols was almost natural.

Why do we fill Easter eggs? ›

Although eggs, in general, were a traditional symbol of fertility and rebirth, in Christianity, for the celebration of Eastertide, Easter eggs symbolize the empty tomb of Jesus, from which Jesus was resurrected.

Who started candy on Easter? ›

German immigrants originated the edible Easter egg, which was first made of sugar and pastry in the 1800s. Eggs symbolize new life and good luck, very suitable for this holiday. By the late 1800s, U.S. candy makers were offering both hollow and filled chocolate eggs and eggs of unique flavors.

What is the Easter Bunny's Favourite food? ›

Carrots and Hummus

Carrots are a fitting snack for Easter, as they're the Easter Bunny's favourite treat.

How old is the Easter Bunny? ›

According to some sources, the Easter bunny first arrived in America in the 1700s with German immigrants who settled in Pennsylvania and transported their tradition of an egg-laying hare called “Osterhase” or “Oschter Haws.” Their children made nests in which this creature could lay its colored eggs.

Does Easter Bunny come Sunday or Monday? ›

The Easter bunny arrives over Easter weekend, either on Easter Sunday morning itself, or similarly to Santa, the bunny hides eggs overnight, doing so on Easter Saturday in time for when the children wake up on Easter morning. Where did the tradition of Easter eggs come from?

What is the #1 candy holiday? ›

Halloween may have trick-or-treating and Valentine's Day may be synonymous with boxes of chocolates, but Easter is the day that leaves candy companies salivating.

What is the number 1 candy holiday? ›

In the survey of more than 2,000 Americans, 65% agreed that Easter was the holiday with the best candy.

What is the oldest Easter candy? ›

Chocolate Eggs continue to be the most popular candy associate with Easter. They are also the oldest candy tradition, having been made in Germany in the early 19th century.

Why do we hide eggs on Easter? ›

The tradition of hiding eggs at Easter is believed to have originated from pagan spring festivals that celebrated new life, the spring equinox, and new beginnings. During these festivals, eggs were decorated and given as gifts to symbolise the rebirth of nature after winter.

Who invented the Easter Bunny? ›

As for how the character of the Easter Bunny made its way to America, History.com reports that it was first introduced in the 1700s by German immigrants to Pennsylvania, who reportedly brought over their tradition of an egg-laying hare named "Osterhase" or "Oschter Haws" from the Old Country.

Why are eggs dyed red at Easter? ›

The colour red is used to symbolise life and victory and the eggs themselves symbolise the resurrection of Jesus Christ. Traditionally the eggs are dyed on Holy Thursday in preparation for a feast on Easter Sunday.

What does the Bible say about rabbits? ›

The rabbit, though it chews the cud, does not have a split hoof; it is unclean for you. And the pig, though it has a split hoof completely divided, does not chew the cud; it is unclean for you. You must not eat their meat or touch their carcasses; they are unclean for you.

What does the Bible say about Easter? ›

Luke 24:6-7

Remember how he told you, while he was still with you in Galilee: 'The Son of Man must be delivered over to the hands of sinners, be crucified and on the third day be raised again. '

Why is it called Easter? ›

The naming of the celebration as “Easter” seems to go back to the name of a pre-Christian goddess in England, Eostre, who was celebrated at beginning of spring. The only reference to this goddess comes from the writings of the Venerable Bede, a British monk who lived in the late seventh and early eighth century.

What are the three colors of Easter? ›

What are the 3 Easter colors? The three main Easter colors are purple, white and gold. Purple and violet hues are typically used during the Lenten season in the lead-up to Easter. Easter Sunday's most prominent colors are usually white and gold to represent the holiness and triumph of the resurrection of Jesus.

What does the egg in the water mean on Good Friday? ›

On Good Friday at exactly midday, traditionalists crack an egg in a bowl of water and collect the white. This is then left in the sun and, once dried, is said to form into a shape that will hint to your future. This may take the appearance of a foetus for children, a ship for travel, or a church for marriage.

Why do Americans eat ham on Easter? ›

One reason ham became the meat of choice for Easter dinner is because it was available. Historically, pigs were slaughtered in fall and cured over the winter. They were ready to eat once spring arrived and the Lenten fast ended.

Is Easter Bunny Married? ›

It includes lots of interesting info about the Easter Bunny's marital state (yep, he's got a wife); his favorite food (carrots, naturally); and even how tall he is (between 3 and 6 feet). There you have it, folks.

Who is the most famous Easter Bunny? ›

Bugs Bunny (Looney Tunes)

Bugs is probably one of the most famous rabbits around — a true American icon. Since his introduction in 1940, his mischievous antics have delighted millions.

What is the Easter Bunny's number? ›

Call (415) 200–2533 and let our Yodel Bunny tell you an egg-cellent joke! Don't worry, you won't be placed on a call list or anything like that. Also, all jokes are kid-friendly! This means also your little ones can call the Easter Bunny hotline and listen in on a joke.

How old is the Easter Bunny 2023? ›

On the FAQs page, you'll learn all sorts of fun facts about the famed hare, like his favorite food (carrots, of course!), how he stays in shape (Egg-xercise and Hare-robics), and his age (between 400 and 500 years old—wow!).

What is a pretty hat worn on Easter? ›

An Easter bonnet is any new or fancy hat worn by tradition as a Christian headcovering on Easter.

Where does the Easter Bunny live? ›

According to legend, the Easter Bunny lives on Easter Island, although no one knows exactly where his workshop is located. Historically, his first stop is Christmas Island.

Why do we give chocolate at Easter? ›

The chocolate egg appeared in the 18th century, when the idea of emptying eggs and filling them with chocolate was introduced as a way of marking the end of the fast.

What is the true history of Easter? ›

Easter is a Christian holiday that celebrates the belief in the resurrection of Jesus Christ. In the New Testament of the Bible, the event is said to have occurred three days after Jesus was crucified by the Romans and died in roughly A.D. 30.

Why is Easter candy so expensive? ›

Americans face a real candy crush this Easter. Soaring costs of raw materials such as milk, sugar and cocoa, and a shortage of aluminum used to make wrappers, have sparked a surge in the cost of candy, making it more expensive than ever for the Easter Bunny to fill baskets on April 17.

Why are jelly beans for Easter? ›

In the 1930s, jelly beans became associated with Easter traditions because their egg-like shape is reminiscent of the belief that the Easter Bunny delivers eggs as a sign of new life in spring.

Why do we eat jelly beans on Easter? ›

Jelly beans quickly earned a place among the many glass jars of “penny candy” in general stores where they were sold by weight and taken home in paper bags. It wasn't until 1930s, however, that jelly beans became a part of Easter traditions, probably due to their egg like appearance in nests.

What do you leave the Easter Bunny? ›

As with Santa Claus at Christmas, you can read an Easter book or watch an Easter movie. Ask your kids to leave a carrot and some water for the bunny the night before the holiday.

How does the Easter Bunny go so fast? ›

In order to travel around the world so fast, the Easter Bunny has a very high metabolism as well as very long and strong hind legs. The Easter Bunny's physical characteristics give him the ability to hop fast and far.

What snacks to leave the Easter Bunny? ›

Cut up some carrots if you want a low maintenance snack to leave. This is a popular selection since it is well known that bunnies love to munch on carrots.

What age do kids stop Easter Bunny? ›

Many kids believe whole-heartedly for several years. Then, when they reach age 7 or 8, they begin to have some doubts. Between their own intellectual development and the chance that another child tells them, kids usually piece it all together on their own when they are 8 to 10 years old.

Is the Easter Bunny pink or white? ›

Based on pagan folklore and his traditionally white fur, the Easter Bunny appears to be an Arctic hare. This means he has very tall ears, and a coat that naturally camouflages him in the snow.

Is the Easter Bunny white or brown? ›

Depending on the time of year, the Easter Bunny's fur can be a different color. The Easter Bunny is a hare and hares have the ability to change color. For example, during the winter, the snowshoe hare's fur is white, but during the summer it's brown.

What does the Easter Bunny do at night? ›

On the night before Easter, the Easter Bunny will show up to hide her eggs and then disappear as quickly as she came.

Can I eat Easter eggs? ›

Unfortunately for Easter observers, it is generally not safe to eat the beautiful eggs after you've dyed them. The threat has little to do with the food coloring, though, since store-bought kits are safe for consumption. The problem lies in the amount of time the eggs sit out on display after they're decorated.

Can the Easter Bunny talk? ›

He doesn't speak

Unlike his wintertime counterpart Santa who offers us an emphatic “Ho ho ho,” the Easter Bunny is silent.

Why does the bunny bring Easter eggs? ›

So why does the Easter bunny bring eggs? According to Discovery News, since ancient times, eggs and rabbits have been a symbol of fertility, while spring has been a symbol of rebirth. So even though rabbits don't lay eggs, the association of these symbols was almost natural.

What do the Easter Bunny have to do with Easter? ›

Like the egg, the bunny came to represent the promise of new beginnings and the resurrection of Jesus Christ.

Why is Easter Bunny delivering eggs? ›

From a Christian perspective, they are said to represent Jesus' resurrection and emergence from his tomb. Eating eggs was traditionally forbidden during Holy Week. Instead, they were saved, hard-boiled and decorated in the run-up to the festival. So, that's why the Easter Bunny is said to deliver eggs to children.

Why is it the Easter Bunny and not a chicken? ›

It actually has nothing to do with the biblical Easter (obviously). It dates back to 13th Century Germany where they worshiped gods and goddesses including the goddess Eostra, who was the goddess of fertility. Since rabbits are very fertile and eggs represent fertility, that's how the bunnies and eggs came into play.

What does the Easter Bunny have to do with Jesus? ›

And what do they have to do with the resurrection of Jesus? Well, nothing. Bunnies, eggs, Easter gifts and fluffy, yellow chicks in gardening hats all stem from pagan roots. They were incorporated into the celebration of Easter separately from the Christian tradition of honoring the day Jesus Christ rose from the dead.

What does Easter have to do with Jesus? ›

Easter is a Christian holiday that celebrates the belief in the resurrection of Jesus Christ. In the New Testament of the Bible, the event is said to have occurred three days after Jesus was crucified by the Romans and died in roughly A.D. 30.

What does the Easter Bunny do for Christmas? ›

Legend has it, the rabbit would lay colorful eggs as gifts to children who were good, so kids would make nests in which the bunny could leave his eggs and even sometimes set out carrots in case the hare got hungry. Remind you of any other holiday traditions?

What does the Easter Bunny represent in Christianity? ›

How is the Easter Bunny related to Jesus? In short: The Easter Bunny is not related to Jesus at all. At most, they're both obviously tied to the holiday celebrating the resurrection, and they're both considered symbols of new life—but the links to one another, essentially, end there.

Why do parents hide eggs on Easter? ›

Why do we hide eggs at Easter? In many pre-Christian societies eggs held associations with spring and new life. Early Christians adapted these beliefs, making the egg a symbol of the resurrection and the empty shell a metaphor for Jesus' tomb.

Why is it called Easter Bunny? ›

The exact origins of the Easter bunny are clouded in mystery. One theory is that the symbol of the rabbit stems from pagan tradition, specifically the festival of Eostre—a goddess of fertility whose animal symbol was a bunny. Rabbits, known for their energetic breeding, have traditionally symbolized fertility.

Why do we dye Easter eggs? ›

In Christianity, it's believed that eggs were formerly a forbidden food during the Lenten season, so people would paint and decorate them to mark the end of the period of penance and fasting. Early Christians in Mesopotamia dyed eggs red to mimic the blood that Christ shed during his crucifixion.

Top Articles
Latest Posts
Article information

Author: Velia Krajcik

Last Updated:

Views: 5446

Rating: 4.3 / 5 (54 voted)

Reviews: 85% of readers found this page helpful

Author information

Name: Velia Krajcik

Birthday: 1996-07-27

Address: 520 Balistreri Mount, South Armand, OR 60528

Phone: +466880739437

Job: Future Retail Associate

Hobby: Polo, Scouting, Worldbuilding, Cosplaying, Photography, Rowing, Nordic skating

Introduction: My name is Velia Krajcik, I am a handsome, clean, lucky, gleaming, magnificent, proud, glorious person who loves writing and wants to share my knowledge and understanding with you.