A fresh report from the NCA has highlighted the continued importance of seasonal sweet buying – including for upcoming spooky celebrations, with 64% of all US candy and chocolate sale being taken up by Valentine’s, Easter, Halloween and Christmas, writes Neill Barston.

Significantly, as previously covered, consumers have remained particularly tied to traditional activities throughout the calendar year, and 2026 is proving no different in terms of trends.

Halloween itself is now worth a whopping total of nearly $4billion in sweets sales – and the overall figure for parties, ghoulishly good fancy dress and accessories for the occasion making it a major economic event for the US and many territories around the world.

According to the research from NCA, shoppers are 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.

The report comes as the key US trade body has continued with its Always a Treat campaign, which promotes responsible enjoyment of confectionery – with people in the region typically enjoyed two or three special treats each week. 

As the findings of the study noted, with consumers becoming 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.

Significantly, the results of the survey, which were conducted with the assistance of Circana, and 210 Analytics, shopping habits are continuing to evolve: 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.

John Downs, president & CEO of NCA, commented: “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.”