Americans are making the season of giving sweeter with chocolate and candy, from gifting treats to enjoying small moments of festive indulgence, according to new data from the National Confectioners Association.
The winter holidays are the top-selling seasonal period for confectionery, accounting for more than 18% of all seasonal chocolate and candy sales in 2024, the association said. That makes the winter holidays the largest sales moment of the year among major candy seasons.
The significance extends beyond the holidays themselves. The National Confectioners Association said the four major candy seasons — Valentine’s Day, Easter, Halloween and the winter holidays — made up 62% of annual sales for the $54 billion confectionery industry last year. Winter holiday sales alone generated about $7.5 billion in 2024, blending traditional favorites with new takes on classic confections.
“Confectionery is an essential part of the winter holidays, woven into the traditions and memories that define this special time of year,” said John Downs, president and CEO of the National Confectioners Association. “With chocolate leading the way, non-chocolate candy on the rise, and mint as a defining flavor of the season, the confectionery industry is meeting consumers with time-honored holiday staples and inventive seasonal treats to brighten every celebration.”
The association said nearly all Americans participate in the tradition, with 95% celebrating the winter holidays with chocolate and candy and more than half sharing treats as gifts. Chocolate remains the dominant category, though non-chocolate candy sales also grew, increasing 5.1% from 2023 to 2024.
Mint-flavored candy continues to play a central role in seasonal traditions. Classic mint remains the most popular mint flavor in the U.S., with sales peaking in December. When asked how they eat a candy cane, 54% of respondents said they start with the straight end, 30% begin with the curved end and 16% break it into pieces.
Stocking stuffers remain a key driver of sales, with foil-wrapped chocolates, small boxes of chocolate and candy canes ranking among the most popular choices. Chocolate pieces, peppermints, gumdrops and candy canes also top the list for gingerbread house decorations.
Despite the seasonal surge, the association emphasized that consumers generally view chocolate and candy as occasional treats. People in the U.S. consume chocolate and candy two to three times per week on average, totaling about 40 calories and roughly one teaspoon of added sugar per day, including during the holiday season.
The findings are based on multiple National Confectioners Association reports and a national survey conducted in July 2024 of 1,690 people, designed to reflect the U.S. population by age, income, ethnicity and region.
