Americans are making the season of giving sweeter with chocolate and candy, from gifting treats to enjoying small moments of festive indulgence, says the National Confectioners Association (NCA). According to the organization, the winter holidays represent the top-selling seasonal confectionery moment, representing more than 18% of seasonal confectionery sales in 2024.

The big four candy seasons (Valentine’s Day, Easter, Halloween, and the winter holidays) accounted for 62% of annual sales for the $54 billion confectionery industry last year. Generating $7.5 billion in sales in 2024, the winter holidays is the largest moment of them all, blending cherished traditions and nostalgic products with innovative twists on classic confections and keeping consumers of all generations engaged and excited, NCA says.

John Downs, president & CEO of the National Confectioners Association, says: “Confectionery is an essential part of the winter holidays, woven into the traditions and memories that define this special time of year. 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.”

Other insights from NCA:

• Candy cane lane: When asked about the right way to eat a candy cane, 54% of people say they begin with the straight end, 30% start with the curved end, and 16% will break their candy cane into pieces. Classic mint is America’s favorite mint flavor and sales of mints peak in December.
• Cup of cheer: The winter holidays are the top season for chocolate sales, but non-chocolate sales are also on the rise, growing 5.1% from 2023 to 2024. Foil-wrapped chocolates, small boxes of chocolate, and candy canes rank among Americans’ top confectionery choices for stocking stuffers.
• ‘Tis the season: Ninety-five percent of Americans celebrate the winter holidays with chocolate and candy, and more than half of people in the U.S. share treats as part of their winter holidays gifting.

While many will see visions of sugar plums this holiday season, consumers understand that chocolate and candy are treats, NCA notes. People in the U.S. enjoy chocolate and candy 2-3 times per week, averaging just 40 calories and about one teaspoon of added sugar per day, and this includes special moments like the winter holidays. Visit AlwaysATreat.com/WinterHolidays for more information.

Survey methodology: Insights are based on findings from the National Confectioners Association’s reports: State of Treating 2025, Getting to Know Candy Consumers 2025, and Getting to Know Gum & Mint Consumers 2025, as well as a survey conducted in July 2024. The sample of 1,690 individuals mirrors the U.S. population in terms of key demographics, including age, income, ethnicity, and region.

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