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Boo! Halloween is not the biggest holiday for online candy sales

by Taylor Stanton - May 16, 2019

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Online shoppers spend 70 percent more on chocolate in the two weeks preceding October 31 than they do in the rest of the year, according to new data from Slice Intelligence. However, while online chocolate and candy sales grew 93 percent from Halloween 2014 to Halloween 2015, the big surprise is that Halloween is not the biggest confection occasion for online shoppers--the holiday season is.

Chocolate sales surge by an average of 171 percent in the two weeks leading up to December 25. Over the past two years, more people purchased chocolate during the holiday season than any other time of year, including Valentine's Day.

Trick-or-treaters should find a lot of Hershey's chocolate in their loot this year

Slice Intelligence looked at what kinds of treats have been popular in the weeks preceding Halloween. The Hershey’s variety pack was the top seller in 2014 and 2015 by a wide margin, accounting for 10 percent of candy purchased online during the period. M&M’s and Reese’s Peanut Butter Cups tied for the second spot, and Haribo rounded out the top four.

About this data

With a panel of over 4.4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for the NPD’s Checkout Tracking e-commerce service.