Instacart’s latest October shopping data provides a clear picture of how Americans celebrate Halloween across the country. By ounces sold, Reese’s Peanut Butter Cups claim the top spot, followed by Peanut M&M’s, Hershey’s Milk Chocolate, M&M’s and Snickers. The only non‑chocolate candy in the top ten is Sour Patch Kids at number seven.
State‑by‑State Candy Rankings
Reese’s leads in 40 states, while Peanut M&M’s dominate much of the Plains, Mountain West and Hawaii. Rhode Island stands out as the sole state where Sour Patch Kids outrank both Reese’s and Peanut M&M’s, making it the only sour‑candy holdout in a chocolate‑heavy market.
Regional Over‑Index Highlights
Montana purchases HI‑CHEW at a staggering +616% above the national average, the highest over‑index for any candy. Louisiana’s Tootsie Pops are +141% above the national share, and Rhode Island’s Sour Patch Kids are +109% above the norm. Colorado and Wyoming show a strong preference for candy corn, ranking among their most over‑indexed purchases.
Candy Spending by Region
When looking at the overall share of October carts devoted to candy, the West leads decisively. Utah (+67% above the national average), Idaho (+50%), Alaska (+47%), Washington (+43%) and Montana (+40%) buy the most candy. The Northeast lags behind, with Delaware (‑18%), Pennsylvania (‑16%) and New York (‑15%) showing the lowest relative candy purchases.
City‑Level Insights
At the city level, the Pacific Northwest and Alaska dominate. Anchorage, AK (+56% above the national average), Eugene, OR (+53%), Tacoma, WA (+51%), Vancouver, WA (+48%) and Spokane, WA (+47%) top the list. Conversely, Newark, New York City and a cluster of cities in New York, New Jersey and Pennsylvania rank well below the national rate.
Costume Trends
Classic spooky costumes remain popular. Adults favor skeleton and witch outfits, while kids gravitate toward Ghostface masks from the film “Scream,” with witch and skeleton options close behind. Accessories such as hats, jewelry and gloves round out the costume purchases.
Food‑Costume Favorite
Among adult food‑themed costumes, the banana costume claims the top spot—an amusing coincidence, as bananas are also the No. 1 selling item on Instacart overall.
Whether you’re filling a candy bowl with Reese’s Peanut Butter Cups, dressing up in a classic costume, or considering a novelty banana outfit, Instacart’s data shows that regional preferences can make Halloween celebrations feel uniquely local.
Original reporting: KEYT (Ventura/Santa Barbara) — read the source article.
