Candy Shops See Last-Minute Easter Rush

Local businesses in Altoona, PA report high demand for holiday sweets.

Apr. 3, 2026 at 7:57pm

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A high-end studio still life photograph featuring a selection of shiny, polished chocolate Easter eggs and bunnies arranged elegantly on a clean, white background, conceptually representing the artisanal quality and family tradition of a local candy shop.A premium Easter candy display from a local Altoona shop captures the family tradition and artisanal craftsmanship behind the last-minute holiday rush.Altoona Today

Candy shops in Altoona, Pennsylvania are experiencing a surge of last-minute Easter purchases, with the National Retail Federation expecting consumers to spend a record $24.9 billion on the holiday. MarCia's Chocolates, a local business, is closing for a two-week break starting on April 4th but is seeing a busy Good Friday as customers stock up on treats.

Why it matters

The Easter holiday is a major sales driver for candy shops, with 92% of consumers planning to purchase sweets. Local businesses like MarCia's rely on the seasonal boost to their revenue, making the last-minute rush an important part of their annual cycle.

The details

MarCia's Chocolates owner Marcia Cumming said the shop is busier than expected, with some customers coming in to replace candy they've already eaten. Cumming noted that chocolate prices have not seen significant increases this year, allowing the shop to keep prices low for families. The business is built on Cumming's family tradition of making and gifting chocolate, making Easter a special time of year.

  • MarCia's Chocolates will be closed from April 4 to April 20.
  • Good Friday is a particularly busy day for the shop.

The players

MarCia's Chocolates

A local candy shop in Altoona, Pennsylvania that is closing for a two-week break around Easter.

Marcia Cumming

The owner of MarCia's Chocolates, who learned how to make chocolate from her grandmother and sees the Easter holiday as a family tradition.

National Retail Federation

The industry group that expects consumers to spend a record $24.9 billion on Easter this year, with 92% planning to purchase candy.

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What they’re saying

“I always expect everybody has bought ahead of time and they're prepared, and it'll just be a few stragglers getting some last-minute items. But every year, it's not. We're really, really busy in here.”

— Marcia Cumming, Owner, MarCia's Chocolates

“We have people who haven't purchased. We have people who have actually eaten their kids' candy and have to come back and replace them. So we love when we hear those stories.”

— Marcia Cumming, Owner, MarCia's Chocolates

“That's been wonderful for us because that means we can keep our prices low so families can actually afford to put items in their kids' Easter baskets.”

— Marcia Cumming, Owner, MarCia's Chocolates

“My grandmother taught me how to make chocolate when I was little, and we gave it away for Christmas as gifts. But at Easter, the chocolate was just for us as grandkids. So to me, this really is family. This is what Easter represents.”

— Marcia Cumming, Owner, MarCia's Chocolates

What’s next

MarCia's Chocolates will be closed from April 4 to April 20 for a family break.

The takeaway

The last-minute Easter rush highlights the importance of the holiday season for local candy shops like MarCia's, which rely on the seasonal boost in sales. Despite rising costs, the shop has been able to keep prices low, allowing families to afford treats for their Easter baskets.