- Reese’s Peanut Butter Cups were the top-ordered candy on Instacart last October, followed by Peanut M&Ms, regular M&Ms, and Kit Kats.
- Utah households purchased 50% more candy than the national average, while Florida, New York, and California ordered the least.
- Candy corn remains divisive but still popular, with Mississippi, Nebraska, and Kentucky buying it at much higher rates than other states.
Even if you’ve resisted “summerween” thus far, the actual holiday is quickly creeping up.
Instacart is analyzing ordering data from last October to give us a glimpse of how Americans are already shopping for Halloween candy. Specifically, Reese’s Peanut Butter Cups are the most-ordered treat in the country — with Peanut M&Ms and regular M&Ms just behind, according to the press release. People are also preparing for Halloween festivities earlier in the season, based on consumer shopping patterns from last year.
“We’re seeing households start to shop weeks ahead of October — not just to be prepared, but because Halloween has become an experience people want to stretch out and savor,” explains Alex Orellana, trends analyst at Instacart. “Whether it’s nostalgic classics like Reese’s or polarizing favorites like candy corn, these treats are part of the traditions that make Halloween feel special.”
Seems the only thing scarier than Halloween shenanigans is actually running out of candy. (Cue a barrage of last-minute Instacart orders all throughout October.) Let’s see how Americans are handling that frightening scenario.
One classic is in the lead
Reese’s Peanut Butter Cups clearly lead, with the highest total weight sold on Instacart last October. Texturally, we’d argue that the peanut butter-to-chocolate ratio of the Pumpkin-Shaped Reese’s just works. (Food & Wine’s editorial team already has a well-documented love of the treat, by the way.)
Preferences aside, it’s difficult to argue with the data: Instacart claims its platform reaches 98% of U.S. households, with nearly 100,000 retailers listed. While the sometimes-expensive cost of grocery delivery might skew its customer base’s socioeconomic makeup, Instacart maintains its “marketplace data provides one of the most comprehensive looks at how Americans actually shop.”
Further down that list, Americans seem to prefer Kit Kats (ranked as No. 4), followed by Snickers and Sour Patch Kids. Haribo Goldbears narrowly missed the top ten, just missing the final spot on Instacart’s ranking.
Utah has a strong sweet tooth
The Beehive State orders 50% more candy than the national average on Instacart, company data shows.
Generally, states in the West and Midwest dominate these trends — with Wyoming, Nebraska, and Oregon having a significant share — while the coasts adopt a more reserved approach. Instacart shoppers in Florida, New York, and California are least likely to buy candy, according to October 2024 findings.
And finally, candy corn remains up for debate
Think everyone hates candy corn? Think again — a surprising 2% to 3% of all candy orders from last October contain some form of this polarizing treat.
“The fact that some states can’t get enough of candy corn while others avoid it altogether shows how personal and regional these rituals really are,” explains Orellana.
Folks in Mississippi are most likely to snag the candy, as shoppers buy it 92% more often than the national average. Nebraska and Kentucky also prefer this neon candy: Shoppers in these states ordered it 91% and 77% more frequently, respectively, compared to the national average.
Courtesy of Instacart
To compile these rankings, Instacart analyzed the total share of candy orders that included candy corn, filtered within October 2024, and compared it to national rankings.
Sounds like we’re all due for a treat — but hold the tricks, please.
Top-Ordered Candy on Instacart in October 2024
- Reese’s Peanut Butter Cups
- Peanut M&Ms
- M&Ms
- Kit Kat
- Snickers
- Sour Patch Kids
- Hershey’s Milk Chocolate
- Milky Way
- Twix
- Haribo Goldbears
