As families across the country prepare for Halloween, Instacart’s latest October shopping data offers a clear picture of what Americans are loading into their carts. The numbers reinforce the timeless appeal of classic chocolate treats and underscore regional differences that reflect local traditions and family preferences.
Reese’s Peanut Butter Cups remain the nation’s favorite
By total ounces sold, Reese’s Peanut Butter Cups claimed the top spot, making them the most popular candy in 40 states. The top five candies were all chocolate‑based: Peanut M&M’s placed second, Hershey’s Milk Chocolate third, M&M’s fourth, and Snickers fifth. The only non‑chocolate candy in the top ten was Sour Patch Kids, which landed at number seven.
Regional quirks show local flavor preferences
While chocolate dominates, several states stand out for their unique choices. In Hawaii, Peanut M&M’s lead, and in Rhode Island, Sour Patch Kids outranked both Reese’s and Peanut M&M’s, making the state the sole sour‑candy champion. Montana’s shoppers bought HI‑CHEW at a staggering 616% above the national average, the highest over‑index for any candy. Louisiana favored Tootsie Pops (+141% over the national share), and Colorado and Wyoming showed a strong preference for candy corn.
Where Americans buy the most candy
Looking beyond individual sweets, the data reveal which states allocate the largest slice of their October grocery carts to candy. The Mountain West and Pacific Northwest lead the nation: Utah (+67% above the national average), Idaho (+50%), Alaska (+47%), Washington (+43%) and Montana (+40%). In contrast, the Northeast shows more restraint, with Delaware (-18%), Pennsylvania (-16%) and New York (-15%) purchasing the least candy relative to the national norm.
City‑level insights
At the city level, the trend holds. Anchorage, AK (+56% above the national average), Eugene, OR (+53%), Tacoma, WA (+51%), Vancouver, WA (+48%) and Spokane, WA (+47%) top the list for candy purchases. The lowest‑ranking cities cluster in the Northeast, including Newark, New York City and several locations in New Jersey and Pennsylvania.
Costume trends for families
Costume shoppers also leaned toward classic, family‑friendly options. Adults favored skeleton and witch outfits, while children gravitated to Ghostface masks from the film “Scream,” with witch and skeleton costumes close behind. Accessories such as hats, jewelry and gloves were popular, underscoring the importance of finishing touches for a complete look.
Banana food costume tops adult food‑costume sales
Among the novelty food costumes, the banana costume emerged as the clear winner for adults. This aligns with Instacart’s own sales data, which shows bananas as the platform’s number‑one selling item, making the costume both humorous and timely for Halloween celebrations.
What the trends mean for families
These findings illustrate how regional culture and family traditions shape Halloween celebrations. Whether you’re stocking up on Reese’s Peanut Butter Cups, dressing up in a timeless witch costume, or considering a playful banana outfit, the data confirm that Americans continue to prioritize family‑centered, faith‑affirming holiday traditions.
Instacart compiled the report using anonymized purchase data from millions of October orders. The company, a grocery‑technology leader, distributed the findings through its partner Stacker.
Original reporting: KTVZ (Central Oregon) — read the source article.
