April 1, 2026
If there’s one thing years of watching seasonal moments from the seat of the Candy, Mint & Gum (CMG) category leader have taught us, it’s this: no matter what’s happening in the world, consumers slow down to appreciate the nostalgia and magic of whatever season we’re in. S’mores and campfires in the summer; Trick or Treat during Halloween; baking during the winter holidays; a Valentine passed across the classroom. Hershey’s brands are at the heart of so many of these moments, and Easter is no different. Whether a competitive backyard egg hunt, a basket of Easter favorites, or a cherished family tradition like snacking on Cadbury eggs while dyeing Easter eggs, our beloved products are there, central to the memories and present-day fun.
Our team works hard all year long to ensure meaningful participation in these moments. That work begins with our world-class Consumer Insights team. This team of data scientists and trend experts connect with consumers around the world to understand preferences and celebrations; they are one way we stay so close to the consumers who love our products.
Our latest consumer insights show that even with a compressed spring calendar (an Easter that falls closer to Valentine’s Day), Easter continues to deliver excitement, meaning, and connection in ways that truly signal renewal, optimism, and joy.
Timing is Tight, Enthusiasm is Not
Spring is a busy time for Holidays. As any school calendar will reveal, Valentine’s Day, St. Patrick’s Day and Easter are mere weeks apart. You may feel like you’re taking down the decorations before you even fully have the house ready. Rather than feeling overwhelmed, most consumers are adapting. Many focus on core traditions and allow Easter excitement to build rapidly once the season begins. In fact, 62% say they don’t feel spring holidays overlap at all—or they’ve never really thought about it—reinforcing that Easter maintains its own emotional space regardless of calendar timing.
Easter Is Rooted in Joy, Hope, and Nostalgia
What truly sets Easter apart is its emotional depth. Three-quarters of consumers say the season is nostalgic, reminding them of simpler times and happy memories. Seventy-five percent say Easter is a very important time with family, while 80% agree it’s a great time to celebrate together.
This meaning shows up in how people celebrate. Nearly half keep their traditions exactly the same, while another 28% gently expand them—often by adding just one or two activities like egg decorating, baking, or kid-focused fun. Easter’s power isn’t about doing more; it’s about holding onto what matters. Young families are reviving cherished traditions, recreating memories and the magic of the holiday with their own kids. Favorite childhood activities include:
- Decorating Easter eggs
- Receiving Easter baskets
- Participating in a family egg hunt
- Buying Easter candy
- Participating in a community egg hunt
- Taking photos or visiting with the Easter bunny
- Hosting or attending a special Easter meal
At its core, Easter represents hope and renewal. Seventy-three percent of consumers say they love the feeling of new beginnings the season brings, and the same share enjoy finding ways to connect with family and show they care.
Easter Starts When Shoppers See It
Unlike holidays with a fixed kickoff like Christmas which for some begins the day after Thanksgiving, Easter begins when consumers see visual cues. The top signal that Easter has arrived is spotting displays or merchandise in stores, followed closely by seeing Easter candy and seasonal foods.
These cues drive behavior and purchases. 22% of consumers say they plan to buy more when the season feels shorter. Once Easter appears on shelves, shoppers lean in. Easter may arrive quickly, but its impact lasts—rooted in joy, fueled by nostalgia, and brought to life the moment those pastel displays appear.
And the best part? You don’t need a long runway to make spring feel special. A simple basket drop-off, a little something on the table for brunch, a sweet treat tucked into an egg hunt, or a “just because” moment shared after school can turn an ordinary day into a memory. However you celebrate—Easter, spring break, a family get-together, or a sunny weekend reset—look for the small, joyful cues that bring people together and let the season unfold one sweet moment at a time.
Here’s to more moments of goodness—made in springtime, shared with the people who matter most.