Reese's Peanut Butter Cups Dominate Halloween Sales

New shopping data from Instacart reveals the most popular candy choices across the United States this October.

Updated on Oct. 26, 2026 in Desserts

Bold vector editorial illustration of ridged chocolate treats, fallen oak leaves, and small pumpkins representing seasonal consumer trends. — Reese's Peanut Butter Cups remain the top-selling Halloween candy in 40 states and Washington, D.C., according to 2026 Instacart retail data. AI Illustration. Upload story photo >

Live Poll

Do you feel your local neighborhood's Halloween traditions are distinct from other parts of the country?

Instacart analyzed national shopping cart data throughout October 2026 to determine top Halloween candy preferences. Reese's Peanut Butter Cups emerged as the top-selling candy by ounces in 40 states and Washington, D.C.

Why it matters

Understanding regional candy preferences provides a look at the specific consumer habits that drive holiday retail trends across the country. These insights highlight distinct local variations in treat popularity beyond national sales leaders.

Reese's Peanut Butter Cups lead national sales by ounce, followed by Peanut M&M's and Hershey's Milk Chocolate. Regional spikes include Montana purchasing HI-CHEW at 616% above the national average.

The players

Instacart

An American company that operates a grocery delivery and pick-up service in the United States and Canada.

The details

The report identified diverse regional favorites, such as Sour Patch Kids ranking as the top seller in Rhode Island and Louisiana residents buying Tootsie Pops at 141% above the national share. Additionally, adults favored banana-themed items as the most popular food-related costume choice this year.

Instacart analyzed Halloween shopping data throughout October 2026.

Culture Shift

This granular data on regional candy preferences reflects a shift toward hyper-localized consumer insights that complement broader retail benchmarks like the National Retail Federation's annual Halloween spending projections. Companies are increasingly using these specific purchase patterns to tailor marketing strategies to local demographics.

Readers can use this data to understand which specific candies are likely to be most popular in their local neighborhood for trick-or-treaters. These trends also suggest which items might sell out faster at local grocery stores during the peak Halloween shopping period.

The takeaway

Regional preferences show that local candy favorites often diverge significantly from national bestsellers. Shoppers looking for specific regional treats like HI-CHEW or Tootsie Pops may find higher stock levels in states where those items maintain a strong following.