A 64-Day Easter Season Means Eggstra Celebrations—and More Time for Treats

April 14, 2025

For many consumers, the Easter season begins when they see those first Reese’s Peanut Butter Eggs on shelves. With the holiday falling on April 20 this year, Easter lovers have 64 days to celebrate with their favorite confections - that’s nearly three weeks longer than last year. As the manufacturer of the top-selling Easter brands, Reese’s and Cadbury, The Hershey Company is excited for an extra-long, extra sweet season.

Behind the scenes, our teams work hard year-round to understand exactly what consumers want so we can stock shelves and fill seasonal displays accordingly. Afterall, Hershey is the leader in Easter candy sales, starting with Cadbury Mini Eggs (No. 1), followed by Reese’s Snack Size Eggs (Milk Chocolate) (No. 2) and 6-pack of Reese’s Eggs (No. 3)¹. Here’s what we’re seeing this season.

A long season means more moments of goodness

The extra days this year mean additional time to celebrate with friends, family or just by treating yourself. Our research reveals that 75% of consumers plan to purchase Easter candy this year, which is similar to the last two years.² Interestingly, the way consumers shop for candy changes thanks to those extra days. Because there’s more time, 66% of consumers say that they make candy purchases during routine shopping trips, while 34% make special trips.³ And those who purchase their seasonal favorites the earliest tend to purchase them more often throughout the season, sometimes making five or more trips to the store⁴.

Consumers celebrate Easter in an array of ways

Hershey’s Seasons and Consumer Insights teams track Easter enthusiasm long before the season begins, and that research reveals a great deal about consumer behavior and habits.

• We count the days for the Easter season starting the day after Valentine’s Day, and we’ve learned that consumers are happy shopping for heart-shaped and egg-shaped treats at the same time. They don’t feel as though they need to choose one or the other, when they can have both⁵.
• Our research also shows that Hershey lovers are just as drawn to our latest candy innovations as they are to those egg-shaped confections that have become practically synonymous with the holiday. This year, we’re excited to unveil festive creations such as Reese’s Peanut Butter Cups with Spring Sprinkles, Kit Kat^® Bunnies and Twizzlers Bunnies, which we’re displaying alongside the Easter classics that have delighted families for generations.
• According to Hershey’s consumer research⁶ one of the most popular activities of the season is making homemade treats, which 48% of people did in 2019—that’s the most recent long Easter season, which had 66 days. (For a little creative inspiration, check out our recipes for Cadbury Birds Nest Cookies, Peanut Butter Bunnycakes and Cadbury Egg Cookies.)
• Other top activities include attending or hosting an Easter meal, attending religious services, making Easter baskets and attending or hosting an Easter egg hunt.
• With Easter falling later in the season, weather conditions make Easter parties more appealing to host and attend, particularly in the Midwest and Northeast.
• And, of course, many households and businesses keep their candy bowls filled with Easter candy leading up to the holiday. Our research analyzes which types of candy consumers seek out for different purposes. Those include:
• Filling candy dishes: Hershey’s KISSES Harry Potter™ Butterbeer Flavor Candies, Cadbury Royal Dark Mini Eggs, Kit Kat^® Bunnies, Reese’s Carrots and Reese’s Spring Sprinkles Miniatures
• Egg hunts: Reese’s Spring Sprinkles Miniatures, Reese’s Carrots, Kit Kat^® Bunnies, and Hershey’s Easter assortments
• Sharing with others: Hershey’s KISSES Harry Potter™ Butterbeer Flavor Candies, Cadbury Royal Dark Mini Eggs, Jolly Rancher Very Berry Gummies, Jolly Rancher Original Gummies, Reese’s Spring Sprinkles Big Cup King Size
• Filling Easter baskets: Hershey’s KISSES Harry Potter™ Butterbeer Flavor Candies Cane, Jolly Rancher Very Berry Gummies, Jolly Rancher Original Gummies, Reese’s Peanut Butter Cups Miniatures Cane, Hershey’s KISSES Cane
• Giving as a gift: Hershey’s KISSES Harry Potter™ Butterbeer Flavor Candies Cane, Reese’s Peanut Butter Cups Miniatures Cane, Hershey’s KISSES Cane
• Treating themselves: Reese’s Spring Sprinkles Big Cup (Regular or King Size), Cadbury Royal Dark Mini Eggs, Twizzlers Cherry Bunnies

Those who love Easter know that the holiday revolves around spending time with the people they love, and of course, those occasions are always better with sweet treats!

The good news is, with a long season, consumers have time to plan gatherings and schedule their favorite activities at least once, all while replenishing their candy supply as needed. At Hershey, we’re thrilled to be a part of Easter celebrations of all sorts—whether it’s an elaborate Easter egg hunt, or simply a quiet moment with a Cadbury egg. Like consumers, we look forward to Easter all year long.