As Easter approaches, one thing remains clear: chocolate is a non-negotiable essential when it comes to celebrating the holiday. This revelation comes from a newly released trend report by Ferrero North America, which sheds light on the preferences and spending habits of consumers as they prepare for one of the most beloved holidays of the year. According to Ferrero’s nationwide survey of over 1,000 adults, 69% of respondents agree that chocolate must be included in Easter baskets. So, what else is in store for Easter 2025? Let’s take a deeper dive into what consumers are looking for and how some of the biggest players in retail—Ferrero, Instacart, and Walmart—are preparing for the holiday season.
Ferrero’s 2025 Easter Celebration Index: What Consumers Want
Ferrero North America, the company behind iconic brands like Ferrero Rocher, Kinder, Tic Tac, and Nutella, has become synonymous with high-quality, beloved confectionery items, especially during the holiday season. The company’s Easter survey reveals fascinating insights into consumer behavior as families and individuals look to make this Easter memorable.
First and foremost, chocolate reigns supreme. When asked about their Easter basket preferences, 67% of adults indicated that they prefer to make Easter baskets for loved ones themselves. Of these, 28% emphasized that the quality of the chocolate was a key factor in their purchase decisions. It’s no surprise then that Ferrero, with its premium range of chocolates, is seeing high demand for items such as Ferrero Rocher, Kinder Joy eggs, and the ever-popular Butterfinger.
Jim Klein, Chief Customer Officer for Ferrero USA, explained, “We’re proud to offer a range of products that cater to all ages—whether it’s premium treats like Kinder Joy for the little ones or Ferrero Rocher for adults with more discerning tastes. Our customers continue to tell us they want to make Easter special, and we’re here to provide those moments of joy.”
Chocolate Bunnies: Ears First, Not Feet
In perhaps the most adorable discovery of the survey, Ferrero found that 69% of respondents believe that when it comes to eating a chocolate bunny, the proper protocol is to start with the ears, not the feet. This small, yet telling tidbit underscores just how deeply ingrained certain Easter traditions are in the American psyche. Whether it’s the chocolate bunny or other sweet treats, Ferrero’s Easter portfolio has something for everyone, ensuring that the holiday is as sweet as it is memorable.
The Retail Landscape: Consumer Spending Expectations for Easter 2025
With a projected $23.6 billion in spending for Easter 2025, according to the National Retail Federation (NRF), the holiday is shaping up to be a major event for retailers. That’s up from last year’s $22.4 billion and not far from the $24 billion spent in 2023. This increase suggests that, despite economic concerns, consumers are willing to invest in celebrating Easter with family and friends.
The NRF’s data also highlights the top spending categories for Easter. Consumers plan to spend heavily on candy (92%), food (89%), and gifts (65%), with smaller but still significant amounts going toward decorations (51%) and clothing (49%). This trend emphasizes the continued importance of both sweet treats and traditional meals in making the holiday special.
Interestingly, Ferrero’s survey found that 62% of adults would love to receive an Easter basket of their own, while 64% prefer chocolate over non-chocolate candy. It’s clear that chocolate is at the heart of this celebration, making it a major area of focus for brands like Ferrero and retailers gearing up for Easter.
Instacart’s Predictions: Top Candies for Easter Baskets
Grocery delivery giant Instacart, in partnership with Ferrero’s insights, also weighed in on the top candy trends for 2025. The company’s predictions suggest that some perennial favorites will remain at the top of consumers’ shopping lists for Easter baskets. The most popular candies this year include:
- Reese’s Peanut Butter Eggs
- Reese’s Peanut Butter Cups
- Cadbury Chocolate Mini Eggs
- Hershey’s Milk Chocolate
- Cadbury Crème Egg
- Sour Patch Kids
- Lindt Milk Chocolate Bunny
- Starburst Jellybeans
- Hershey Milk Chocolate Candy Eggs
- Kinder Chocolate Candy Egg
These treats are set to dominate Easter baskets across the U.S., with Reese’s and Cadbury continuing to lead the charge in consumer preference. The trend towards peanut butter and milk chocolate flavors remains strong, while sour candies like Sour Patch Kids also continue to find favor.
Walmart and Regional Favorites: What New Jersey Shoppers Are Buying
Retail giant Walmart, through an analysis of state-by-state sales data, has revealed some interesting regional preferences for Easter treats. In New Jersey, the standout Easter item last year was none other than Reese’s Mini Carrots—seasonal peanut butter cups shaped like carrots, offering a playful twist on the classic candy. Meanwhile, shoppers in Massachusetts, Connecticut, and Vermont preferred Cadbury Mini Eggs, while jellybeans were popular in Maryland and Washington, D.C.
Walmart’s findings show how diverse Easter tastes can be, and retailers like Walmart are using this information to better target local preferences and offer seasonal products that cater to specific regional tastes.
Meal Kits and Easter Dinners: Saving While Celebrating
In addition to sweets, many consumers are focusing on holiday meals as part of their Easter celebrations. Retailers like Walmart and Target are offering bundled meal kits that allow families to prepare a traditional Easter dinner without breaking the bank. Target’s kit, priced just under $25, includes a 6-pound ham and ingredients for green bean casserole and stuffing—serving a family of four. Walmart’s kit, at $43, offers a more elaborate package for up to eight people, complete with ham, potatoes, mac & cheese, and more.
However, it’s worth noting that both meal kits have one significant omission: eggs. With the ongoing volatility in egg prices due to past outbreaks of avian flu, eggs have become a luxury item for some households. According to the Bureau of Labor Statistics, the average cost of a dozen eggs in March 2025 was $6.23, marking a 5.9% increase from the previous month and a staggering 60% rise compared to last year. This has led many families to rethink their Easter traditions, with some opting out of egg-related activities like dyeing eggs.
Easter 2025: A More Thoughtful Celebration Amidst Economic Uncertainty
Despite challenges like inflation and high egg prices, Americans continue to prioritize their Easter celebrations. According to WalletHub, nearly half of respondents believe inflation will affect their holiday spending, but this hasn’t dampened the enthusiasm for the season. Consumers are planning to celebrate with loved ones, cook meals, and engage in traditional activities like Easter egg hunts.
For retailers like Ferrero, Instacart, and Walmart, the Easter 2025 season represents a crucial opportunity to connect with consumers who are eager to make the most of this special occasion—whether by indulging in high-quality chocolates, creating the perfect Easter basket, or sharing a meal with family.
Final Thoughts: Easter 2025’s Sweet Trends and Consumer Insights
As the Easter 2025 season approaches, it’s clear that chocolate, candy, and food remain at the forefront of consumers’ minds. Ferrero’s insights, along with data from Instacart and Walmart, paint a picture of a holiday that is both celebratory and deeply rooted in tradition, despite challenges like economic uncertainty and rising food prices. Whether you’re filling Easter baskets, enjoying a holiday meal, or simply indulging in some chocolate, the trends this year are sure to make Easter 2025 a sweet celebration for all.
To learn more about the latest Easter trends, visit your local retailers or explore online options to find the perfect treats and holiday essentials.