Grocers may assume they’re past the “sweet spot” for candy, now that Halloween, Christmas and Valentine’s Day are over. However, the spring calendar includes the trifecta of Easter, Mother’s Day and graduation—three significant occasions that are fast approaching.

“The spring and summer selling season offers white space with a ton of growth potential, packed with moments that bring people together,” says Andrew Beredo, Vice President of US Grocery at Ferrero. “Candy is a destination category to drive traffic and incremental sales as shoppers look for chocolates that feel exclusive and are beautifully packaged.”

For grocers, smart product placement and curated seasonal selections can help turn these trends into bigger basket sizes and stronger profits. Here’s what you need to know to leverage the upcoming sugar rush.

Hopping into Easter Sales

With Easter baskets to fill and family gatherings to sugarcoat, this holiday presents a prime opportunity for grocery stores to stock up on seasonal goodies and capture a share of the holiday's lucrative candy market. The National Confectioners Association (NCA) reports that confectionery sales for Easter 2025 will surpass $5 billion, and 92% of Americans who celebrate Easter do so with chocolate and candy.

As Beredo notes, Easter is one of the biggest candy moments of the year, and each spring there are fresh trends influencing what people buy. One of the top opportunities now is in fun and interactive treats for kids. “Parents want candy that’s not just tasty, but also fun to unwrap and play with,” he says. “Think surprise-filled chocolates, themed goodies and anything with a little excitement built in, like Kinder Joy.”

And of course, relevant shapes, like bunnies and eggs, are an obvious choice. The NCA’s “State of Treating 2025” finds that 90% of consumers prefer that seasonal treats “reflect the holiday’s shapes, colors, flavors, characters, and/or packaging.”

Additionally, the relatively late arrival of this year’s bunny day presents a unique opportunity to extend the sales season.

Top Tip: Think grab-and-go gifting. “Convenience is key. Packaging that is so nice it doesn't need wrapping make it easy for shoppers to pick up something gift-ready without extra effort,” says Beredo, adding that retailers that lean into these trends—with well-placed displays and clear callouts for fun options—can drive even bigger Easter sales.

Pampering Mom With Something Sweet

As families prepare to acknowledge the special women in their lives, grocery stores can help make it easy for sugar babies to present a gift that's as thoughtful as their honoree. Consumers are willing to open their wallets to make a lasting impression, with the National Retail Federation last year predicting average spending of $254 per person on Mother’s Day gifts and celebrations.

“We see shoppers willing to spend a little more on higher quality when they’re gifting—think rich flavors, elegant packaging and European-inspired chocolates,” says Beredo. However, another reason that chocolate remains a go-to gift is because it is universally appreciated, yet also affordable.

Say someone only has a budget of $20. “They can pick up a Ferrero Rocher or Fannie May assortment at the grocery store, and they're getting Mom prestige gourmet flavors and ingredients with special packaging, then still have money left over for a card and some flowers.”  The NCA survey bolsters this theory: While nearly three-quarters rank price as a top three purchase factor, 56% agree that chocolate and candy remain affordable.

With “little treat culture” still going strong, single portions allow recipients to indulge guilt-free. This is reflected in the fact that an overwhelming 85% of respondents to the NCA survey said “it’s fine to occasionally have a piece of chocolate or candy.”

Top Tip:  Impulse buys are critical, Beredo explains. “Attention-getting displays near the checkout, or cross-merchandised in high-affinity categories like floral, wine and gifting make it easy for shoppers to grab a last-minute sweet surprise within their typical purchase patterns.”

Celebrating Grads’ Sweet Success

From kindergarten to college, graduation is a time-honored tradition, and in today's era of Instagram-worthy celebrations, families are looking for unique ways to mark any and every milestone. That’s why last year the National Retail Federation predicted total spending on grad gifts/celebrations to reach $6.1 billion. This buying occasion might affect more of your customers than you’d expect, with over one-third of respondents saying they planned to buy a gift for a high school or college graduate.

Here Beredo sees shoppers stocking up on not only gifts for the grad but also other party essentials, where both chocolate and cookies play a vital role. “Go big on bulk. Shareable formats and multi-serve options are perfect for parties and candy buffets,” he advises. “Placing those party-ready formats and gifting packs near balloons and gift wrap supports convenience and can help drive incremental impulse buys.”

Top Tip: Grocers can turn one-time shoppers into multi-item buyers by merchandising chocolates as both a gift and a party essential.

Making Seasonal Candy Shine

To sweeten the shopping experience, retailers should focus on two key strategies: creating striking visuals and encouraging cross-shopping.

Think "wow" displays like pastel-colored Easter setups, floral Mother’s Day sections and bold graduation themes, recommends Beredo. “The more it catches the eye, the more likely shoppers are to add it to their cart.  And then, drive bigger basket sizes by bundling chocolates with wine, bakery items and greeting cards.”

To keep up with what Spring sweets the company has in store, follow Ferrero North America on Instagram.