There are a lot of things to feel sour about in the Bay State in late-October.
Candy choices included.
While chocolate may dominate trick-or-treat bags nationally, many Massachusetts residents prefer a sour treat, according to recent purchasing data from Instacart. The analysis of sales from October 2024 found that Sour Patch Kids are a uniquely beloved candy in the Bay State, distinguishing local tastes from the rest of the country.
In 2022, Top Agency found that the chocolatey-peanut butter combo of Reese’s is the favorite Halloween candy of Massachusetts, along with 17 other states including Connecticut, New Jersey, Pennsylvania, Georgia, Illinois and California.
In 2021, Zippia listed the most popular candy in each state, naming Twix as the number one treat in Massachusetts.
Nationally, this year, Reese’s Peanut Butter Cups took the top spot based on total weight sold. Other chocolate mainstays, including Peanut M&M’s, classic M&M’s, Kit Kat, and Snickers, rounded out the five most popular candies in the U.S.
The data highlights significant regional differences in candy preferences. In addition to Massachusetts’ fondness for Sour Patch Kids, which are also popular in New York and New Hampshire, the report found candy corn is a favorite in the Midwest and South. Life Savers see higher sales in Southeastern states like Georgia and North Carolina, while Now and Later is the clear favorite in Louisiana.
Unsurprisingly, Halloween is the biggest day for candy sales. On Oct. 31, 2024, the share of Instacart orders that included candy was 100% higher than the yearly average. Utah led the nation in candy buying, purchasing it 50% more often than the national average in October. Wyoming, Oregon, Idaho, and Nebraska also showed a strong sweet tooth. Conversely, Hawaii, Florida, and California bought candy at rates well below average.
The analysis also touched on the polarizing nature of candy corn. The festive treat consistently makes up about 2% to 3% of all candy orders on Instacart during October. Mississippi residents are among its biggest fans, ordering it 92% more often than the rest of the country, while those in Hawaii ordered it 55% less than the national average.
It isn’t just candy purchases that signal the start of the holiday. Instacart data also shows that in 2024, people began buying Halloween decorations earlier than in previous years. Shoppers started adding spooky decor to their carts by the week of Aug. 24, compared to the week of Sept. 7 in 2022 and 2023.
Generative AI was used to help produce this story, based on Stacker data. It was reviewed and edited by MassLive.
If you purchase a product or register for an account through a link on our site, we may receive compensation. By using this site, you consent to our User Agreement and agree that your clicks, interactions, and personal information may be collected, recorded, and/or stored by us and social media and other third-party partners in accordance with our Privacy Policy.
