BRACH’S Candy has released its holiday trends report, providing insight into the season’s most popular traditions from those who plan to celebrate. Following a survey conducted by Zappi on behalf of BRACH’S in September 2024 with a sample of 2,000 US adults age 18+ who celebrate winter holidays, the candy brand found the following:

• Most Americans want to receive gift cards (68%), clothes/accessories (59%), electronics (48%), candy (40%) and personalized keepsakes (34%). Gen Z is more likely than other generations to want candy (49%).
• Most Americans start buying holiday gifts on Black Friday/Cyber Monday (28%), before Thanksgiving (21%) and in early December (17%).
• Most Americans start decorating right after Thanksgiving (36%), while Gen Z is more likely (20%) than other generations to start decorating in early December.
• America’s most enjoyed holiday activities are visiting family (76%), enjoying holiday sweets (75%) and watching holiday movies (71%).
• Most Americans (90%) agree candy canes are a tradition, and majority use them to decorate a Christmas tree (60%), eat as a treat (58%) or to fill stockings (50%).
• America’s favorite candy cane flavors are peppermint (49%), cherry (18%) and blueberry (13%).
• Most Americans enjoy listening to holiday music because it gets them in the holiday spirit (25%), reminds them of happy memories (23%), and it’s nostalgic (22%).
• Most Americans (26%) start listening to holiday music right after Thanksgiving. And while 28% believe holiday music should be played year-round, 22% of Americans also believe it should be banned before Thanksgiving.

“BRACH’S Candy Canes are a longstanding tradition for families and their seasonal celebrations. Nothing says it’s the holidays quite like turning on festive music and enjoying your favorite activities with candy canes,” says Kelly Peyser, directTor of BRACH’S and seasonal marketing at Ferrara Candy Company. “In fact, our recent survey found that majority of Americans listen to holiday music while cooking or baking (61%) and decorating the house (59%), so there’s no better way to welcome the holiday spirit than with a custom BRACH’S Candy Cane Carol and the iconic holiday peppermint treat.”

Fans will have the opportunity to create a personalized BRACH’S Candy Cane Carol featuring their most cherished holiday memories. Putting a sweet spin on seasonal celebration, each song will be written and recorded just for fans by a professional in partnership with Songfinch – a music platform for independent musicians.

Beginning Tuesday, November 19 at 7 pm EST, the first 100 guests who visit BrachsCarols.com can customize and receive a complimentary BRACH’S Candy Cane Carol, while supplies last. Songs will be delivered both digitally and on a keepsake seven-inch vinyl record, alongside a box of BRACH’S Peppermint Candy Canes.