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When it comes to celebrating Easter, chocolate is essential, according to a new trend report released by Ferrero North America.

After conducting a nationwide consumer survey of individuals ages 18 and up, the Parsippany-based confectionary giant found that 69% of adults agree that cocoa-flavored sweets and treats must be included in Easter baskets.

According to Ferrero, 67% of respondents prefer to make Easter baskets for loved ones and 28% said the quality of chocolate is a priority when purchasing seasonal treats.

The 2025 Easter Celebration Index also determined that 62% of adults would love to receive an Easter basket of their own and 64% prefer chocolate over non-chocolate candy for the holiday.

Additionally, Ferrero discovered 69% of respondents think consumption of a chocolate bunny should start with the ears – not the feet.

According to Ferrero, the online survey of 1,000 adults took place March 24 by Golin in partnership with Dynata.

Mass appeal

Ferrero – which started in 1946 as a small pastry shop in Alba, Italy – has grown to become a global leader in sweet-packaged foods, including confectionery, biscuits, ice cream and better-for-you-snacking, with over 35 brands sold in more than 170 countries. Since entering the North American market in 1969, Ferrero now has more than 5,400 employees in eight offices and 15 plants and warehouses in the U.S., Canada and the Caribbean.

The company’s portfolio features several items for Easter, like Ferrero Rocher candies, Tic Tac Chewy mints, Royal Dansk cookies, Kinder Joy eggs, Kinder Chocolate and miniature Nutella jars. There’s also holiday versions of candy bar brands like Crunch and Butterfinger.

Jim Klein, chief customer officer for Ferrero USA, said, “As the creators behind beloved brands like Ferrero Rocher and Kinder, we take pride in offering products that not only captivate children’s imaginations but also appeal to adults with discerning tastes who understand that Easter’s most delightful traditions are meant for everyone. We recognize our customers’ preference for creating personalized Easter baskets, which is why we’re delighted to offer premium options like Kinder Joy, Butterfinger, Mother’s Cookies and more to enhance their celebration.”

Every bunny celebrates

According to the National Retail Federation, U.S. consumers plan to spend a total of $23.6 billion on Easter this year. That’s up from last year’s $22.4 billion and approaching the record $24 billion shelled out in 2023.

The most popular Easter purchasing categories include candy (92%), food (89%), gifts (65%), decorations (51%) and clothing (49%), the survey found. Overall, shoppers expect to spend a total of $7.4 billion on food, $3.8 billion on gifts, $3.5 billion on clothing, $3.3 billion on candy, $1.9 billion on flowers and $1.7 billion on decorations.

More than half of consumers plan to cook a holiday meal (58%), visit friends and family (55%), and attend church (45%) Easter Sunday. A majority of families with kids (54%) are planning an Easter egg hunt at home, too, the NRF said.

Commenting on the results, NRF Vice President of Industry and Commerce Insights Katherine Cullen said, “As we witnessed throughout the pandemic, holidays such as Easter are especially meaningful for Americans during times of uncertainty. During this time of economic uncertainty, consumers are prioritizing their Easter celebrations, and retailers are ready to help them enjoy this special occasion with loved ones.”

Based on 2024 insights, grocery delivery platform Instacart predicts these are the top 10 candies likely to appear in Easter baskets this year:

1. Reese’s Peanut Butter Eggs
2. Reese’s Peanut Butter Cups
3. Cadbury Chocolate Mini Eggs
4. Hershey’s Milk Chocolate
5. Cadbury Crème Egg
6. Sour Patch Kids
7. Lindt Milk Chocolate Bunny
8. Starburst Jellybeans
9. Hershey Milk Chocolate Candy Eggs
10. Kinder Chocolate Candy Egg

Meanwhile an analysis of state-by-state sales data from retail giant Walmart found that shoppers in New Jersey and New York are specifically drawn to one of Reese’s seasonal versions for the holiday – carrot-shaped peanut butter cups.

Other favorites in the Northeast include Cadbury Mini Eggs (Massachusetts, Connecticut and Vermont) and jellybeans (Maryland and Washington, D.C.), Walmart said.

The findings come as retailers like Walmart and Target are offering meal deal kits leading up to Easter. Both chains are continuing a tradition of bundling foods with holiday meals into a package aimed at spotlighting savings.

Priced at just under $25, Target’s package features nine items, including a 6-pound ham, ingredients for green bean casserole and stuffing. It serves a family of four, according to the chain.

Walmart’s kit can serve up to eight people for $43 and includes boneless spiral cut brown sugar ham, whole russet potatoes, mac & cheese, corn on the cob, rolls, crème cake, fresh asparagus and green beans.

Missing [Easter] eggs

However, both left out one item – eggs.

Although the egg supply is starting to rebound as farms report fewer outbreaks of avian influenza, chicken flocks remain thin. Consumer egg prices have reached record highs for three months straight, but industry analysts expect that could soon change as supply recovers and wholesale costs drop.

According to the Bureau of Labor Statistics’ Consumer Price Index, the average cost of large, grade A eggs was $6.23 per dozen in March. That’s a 5.9% jump from the previous month and a 60% rise compared to the same period a year ago.

As a result, Americans seem to be planning for a less egg-stravagant Easter, a new survey from personal finance website WalletHub found.

According to the report, 47% said they will skip dyeing eggs because of the price. Additionally, nearly half of respondents believe inflation will affect their holiday spending, while two in five expect tariffs to impact how much they’ll budget for celebrating Easter, WalletHub said.