Chocolate Moonshine Co. at the Jersey Shore Premium Outlets in Tinton Falls has a large assortment of handmade chocolate and other treats.
By DENISE HERSCHEL
According to the National Confectioners Association, Easter follows Halloween as the second-most popular holiday for purchasing candy.
The association said candy sales in the four weeks before Easter are expected to total $5 billion. Ninety two percent of Americans who celebrate Easter do so with chocolate and candy and 85 percent make Easter baskets with the sweet treats.
But candy shoppers have been in for a bit of sticker shock this Easter as the price of cocoa climbs to reach highs. Cocoa futures have surged this year, doubly roughly since the start of 2024. Rising temperatures and weather conditions have stressed and damaged crops in West Africa, which produces more than 70 percent of the global supply. Yet local shoppers still seem intent on purchasing the sweet goodies for their Easter baskets.
Neptune resident Cameron Brando said she has three small children so she will be creating their Easter baskets but with possibly more toys than edible treats.
“I go into places like Target or the Dollar Tree and buy items for baskets like bubbles, chalk and coloring books. I will buy candy but this year, just not as much of it because prices of everything have gone up,” she said.
Bradley Beach resident Cristina Norris agreed and said that chocolate and candy will be included in her kids’ baskets but in smaller amounts.
“I know that prices have gone up but I will buy candy that they love. I usually do a mix of candy, books and toys . I never do all candy,” she said.
Paula Sakelaris, whose family owns the Caramel Shop in Ocean Township and have been in business for 84 years, candy prices have remained the same at their location.
“We have a customer base who have been following us for generations. Our prices are the same this year. Our big sellers are our chocolate covered pretzels and chocolate covered Oreos, to name a few. We sell premium chocolates; everything is homemade on the premises. For Easter people like to buy our foiled rabbits and eggs, assorted novelty bunnies and jelly beans and assorted Easter baskets,” she said.
Cathy Bassani-Mattsson, who owns Chocolate Moonshine Co. with her husband John Mattsson, at the Jersey Shore Premium Outlets in Tinton Falls, business is usual this Easter at their first brick and mortar store in New Jersey.
“Right now we are so unique that the increase in prices have not affected our sales. We have higher end chocolate so people are willing to buy it. We have not raised prices but if the prices continue to go higher, then we would have no choice but to raise prices,” she said.
Bassani-Mattsson said that her store customizes items for the Easter holiday. These include handmade fudge, hand-painted truffle bars, caramels, artisan bark, and chocolate covered pretzels. Popular for Easter this year are fudge eggs, ganache eggs, and custom made Easter baskets.
And despite prices of cocoa sitting at a record high, local shoppers say they will still be purchasing chocolate goodies for their loved ones.
“You can’t have an Easter basket without some chocolate in it,” Louisa Drummond of Tinton Falls said. “It would not seem to be following tradition and it would not be as much fun without the chocolate bunnies or eggs.”
