Hershey Books $609 Million Holiday Haul and Doubles Down on 2026

Hershey generated $609 million in holiday-season revenue last year, and the company expects 2026's figures to land broadly in line with prior years. The Hershey Co. (NYSE: HSY) laid out its seasonal playbook at a press preview hosted by Matt Spencer, whom the company bills as its "manager of merriment and magic," alongside marketing director Alyssa Smith-D'Cruz and associate brand manager Carly Andrews.

The stakes are real. Hershey shares are down 2.37% year to date as of Friday's market close, while the broader S&P 500 has gained 7.56% over the same stretch. The company acknowledges the squeeze many shoppers feel right now.

How does Hershey defend candy sales when consumers cut back?

Senior marketing director Samantha Siegal told Fast Company: "While consumers are increasingly thoughtful about how they spend, treats remain an accessible way to celebrate seasonal traditions and create moments of joy." She added: "That's why we continue to offer choice across pack sizes, formats, and price points."

The pricing strategy matters because Halloween, while the biggest candy seller, isn't the only engine. Hershey's profits also get a lift from Easter, Valentine's Day, the year-end holiday season, and even summer, when s'mores drive demand for its core chocolate products.

What's returning for the 2026 season?

Reese's anchors the lineup again. Both Reese's Peanut Butter Trees and Mini Trees are back, banking on the peanut-butter-and-milk-chocolate pairing that has made the brand a perennial holiday performer.

Other returning names include:

• Hershey's Kisses in Snickerdoodle Cookie flavor
• Kit Kat Peppermint Stick
• The Standard Milk Chocolate Bar in a Grinch-themed edition

What's new in the 2026 lineup?

The Grinch franchise expands beyond the bar. Cindy-Lou Who now has her own Hershey's Kisses, flavored like a strawberry sugar cookie. Max, the Grinch's dog, gets a Hershey's Hug edition of his own.

Reese's Reindeer Mix mixes four components: milk chocolate-drizzled popcorn, Reese's baking chips, Reese's Mini Trees, and Reese's Pieces. SkinnyPop contributes Elf Maple Syrup Kettle Corn, a salty-sweet tie-in pitched straight from Buddy the Elf's North Pole.

Two less obvious additions round out the slate. Jolly Rancher Freeze-Dried Pouches come in cherry and green-apple flavors. Cadbury, usually an Easter brand, brings Caramello Miniatures to the end-of-year shelf as a bite-size option.

Why seasonal candy carries the year

For Hershey, the holiday push is less about novelty than about defending a proven revenue stream during a soft stretch for the stock. The company treats candy season as effectively year-round, cycling through Halloween, the December holidays, Valentine's Day, and Easter with themed formats of the same core brands.

The full 2026 lineup appears in the company's press release dated November 5. If last year's $609 million holiday take holds steady despite cautious consumer spending, it would confirm Siegal's thesis that small-ticket treats stay resilient when bigger discretionary purchases get cut — a data point investors will weigh against Hershey's year-to-date underperformance versus the S&P 500.