Illinois’ favorite Halloween candy isn’t made of chocolate, according to research from a Chicago-based marketing firm.
The digital marketing agency Digital Third Coast found that the nation’s favorite Halloween candy was chocolate M&M’s. The candy that was the favorite in the greatest number of states was Reese’s Peanut Butter Cups, which took the top spot in 12 states.
Digital Third Coast Outreach Manager Matt Zajechowski said the No. 1 favorite Halloween candy in Illinois was Jolly Ranchers. Snickers and Kit Kat bars finished in second and third, respectively, in Illinois. There was a mix of favorites across neighboring states. In Missouri and Iowa, the top candy was Reese’s Peanut Butter Cups. Wisconsin’s favorite was pretzel M&M’s, while Indiana preferred chocolate M&M’s. And Kentucky’s favorite Halloween candy was Swedish Fish.
So what was the worst? Zajechowski said the agency’s research just looked at the best. Online retailer CandyStore.com said the worst Halloween candy to give to trick-or-treaters was candy corn.
The Digital Third Coast research also examined a few other Halloween trends.
Zajechowski said the agency’s research showed a slight majority of people interviewed, 52 percent, would like to see Halloween celebrated on the last Saturday of October, instead of on whatever day the 31st falls on.
The overwhelming majority of respondents said the hours of 6 p.m. to 9 p.m. were the best for trick-or-treating. And most respondents said 15-years-old was the cutoff age for going door-to-door to collect candy, Zajechowski said.
The research also found that households with children spent the most on Halloween candy. The national average for spending on Halloween candy was $25.64. Households with children spent an average of $35.01.
Digital Third Coast conducted used Google data and polled more than 2,000 people across the country.
This article was originally published on New research shows the top Halloween candy in Illinois