Americans preparing Easter baskets this year are finding that their money simply doesn’t go as far, with new research showing families are paying significantly more for less candy than they did just a few years ago.
A recent analysis by InvestorsObserver found that prices for popular Easter candies have surged 67% since 2020, while household spending on Easter candy has risen only about 15% over the same period. The result is a sharp decline in purchasing power, with families bringing home roughly 40% less candy by weight despite maintaining similar budgets.
The study tracked five widely purchased brands—Reese’s Peanut Butter Eggs, Cadbury Mini Eggs, Hershey’s Milk Chocolate, Reese’s Peanut Butter Cups, and Cadbury Creme Eggs—using historical pricing data from a major national retailer. Researchers found that what once cost about $93 in 2020 would now require roughly $155 to buy the same quantity of candy, a $62 increase for identical volume.
Rather than dramatic spikes, the increases came in smaller increments over time, making them less noticeable to consumers. However, the cumulative effect has been substantial. The average price per ounce rose from $0.37 in 2020 to $0.62 in 2026.
The report also highlighted shrinkflation, with some brands quietly reducing package sizes while holding prices steady. Cadbury Mini Eggs, for example, dropped from 10 ounces to 9 ounces in 2022 without a corresponding price decrease.
Pricing has also become less predictable. In 2020, most Easter candy fell within a narrow range of $3.49 to $3.99, but by 2026 prices varied widely, from $4.79 to $8.29, making it harder for shoppers to identify value.
Among the products studied, Hershey’s Milk Chocolate showed the steepest increase, with its price per ounce more than doubling over six years.
The findings point to a broader trend of rising food costs, where gradual price changes have quietly eroded consumers’ buying power at the checkout line.