October 28, 2026
The holidays have always been about connection: the people we gather with, the traditions we share and the small moments that make the season special. Hershey has been part of those moments for more than a century. What changes is how people celebrate.
After years of studying seasonal celebrations, I have learned that consumers rarely give up the moments they love. They adapt them. Our job is to understand what is changing, what is not, and how Hershey can make those moments easier and more meaningful.
Seven questions will define the 2026 holiday season:
How are holiday traditions evolving?
Traditions are being adapted, not replaced. Seventy-eight percent of parents say carrying on childhood traditions is important1, while 62% have modified them to better fit their lives2.
Holiday baking is a great example. Winter holidays remain among the year’s top baking occasions, with 85% of home bakers plan to bake the same amount or more than last year. Families are keeping favorite recipes while making room for new flavors and traditions.
Hershey brands have been part of these traditions for generations, from Hershey’s Kisses Milk Chocolates in holiday cookies to the candy dish on the counter. Today, we help families carry those traditions forward and make them their own.
How do treats help make the holiday season special?
Treats play an important role in both big celebrations and small holiday moments. They are part of gifting and family traditions and can be a simple pick-me-up while shopping, wrapping gifts or working through a packed to-do list.
Those small moments matter. Seventy-nine percent of people say they get so focused on others that they overlook themselves3. Sixty-two percent of Americans consider little treats part of self-care and 52% name chocolate or candy bars as a favorite4. “Treat for me” is also the No. 1 reason people buy holiday candy, accounting for 29% of holiday candy trips. It is the largest and fastest-growing holiday candy occasion5. That is why we have expanded our “treat for me” options this year.
How does Hershey build a portfolio for every holiday occasion?
We spend all year learning how people celebrate and developing flavors and formats for each occasion: sharing, self-treating, baking, entertaining, stocking stuffers and gifting.
Availability matters too. We work with retail partners on seasonal displays, which outperform everyday merchandising. Today, 30% of stores feature seasonal candy at the entrance and 69% place it along the perimeter, helping shoppers find it as soon as the season starts.6
What’s shaping Hershey’s holiday innovations for 2026?
We pair seasonal trends such as modernized traditions, shared experiences and self-care with what consumers tell us they want. We ask one question: How can we make the season feel more special? The answers come from consumer conversations, culture and food trends.
This year’s lineup brings together beloved holiday stories, characters and seasonal flavors across chocolate, sweets and salty snacks. It includes sizes and formats for every occasion. We will share the full lineup in the coming weeks.
Why does gathering still matter?
Gathering creates connection. A holiday dinner, cookie swap or quiet night with friends makes room for conversation and memories that last beyond the season.
Snacking is often part of those moments. Sharing something sweet, like Hershey’s Kisses, is a simple way to show care and turn time together into tradition.
How are consumers changing how they think about the holidays?
Consumers are being more intentional. While the holidays remain meaningful, 89% of adults say they add stress to their lives7. Shoppers are starting earlier, spreading purchases across the season and focusing on what matters most. Last year, 42% planned to start before November while 60% expected to finish in December8.
For us, that means showing up when shoppers do. We bring holiday favorites to stores early and offer formats for every occasion so people can celebrate at their own pace.
How is AI changing how people discover holiday products and recipes?
Holiday inspiration often starts with a question. More consumers are using AI tools and search to plan celebrations, discover recipes and find thoughtful gifts.
We want Hershey to be a helpful resource, from baking tips and recipe inspiration to clear ingredient information, so people can plan with confidence.
Holidays start with Hershey
No two celebrations look alike. Whether people gather big or small, try something new or stick with the classics, our goal is the same: understand what matters to them and help make the season a little sweeter.
1New York Post. “How Important Are Holiday Traditions to Parents? Here’s What the Numbers Say,” Dec. 14, 2023.
2Mintel. Multicultural America: Cultural Celebrations and Holidays – US – 2024.
3American Heart Association. “New Survey: 79% of Survey Respondents Overlook Their Health Needs During the Holidays; Find the Holidays More Stressful Than Tax Season.” American Heart Association Newsroom, 18 Dec. 2023.
4Circana. “Little Treat Culture: 62% Consider Little Treats Crucial to Self-Care.” 15 May 2025.
5Hershey. Holiday Season Segmentation and Trip Missions. 2019.
6Wiser. Audit. 2022.
7American Psychological Association. “Even a Joyous Holiday Season Can Cause Stress for Most Americans.” 30 Nov. 2023.
8National Retail Federation. “Consumers to Spend Second-Highest Amount on Record, According to NRF Holiday Survey.” 16 Oct. 2025.
Susanne Prucha is Vice President of CMG Marketing at The Hershey Company, where she leads marketing strategy for some of Hershey’s most beloved confection brands. She is focused on building modern brand experiences that deepen consumer connection and make everyday moments feel more special.