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S’mores Surge: Northern States Lead in Sweet Summer Delight Purchases

Aug. 10, 2023 – As the nation celebrates National S’mores Day, a delightful trend has emerged in the world of online grocery shopping. Instacart, the popular online grocery delivery and pick-up service, reports a remarkable +7.5% increase in purchases for S’mores’ ingredients compared to last year. This surge in demand prompts food enthusiasts to explore the perfect combination of chocolate, graham crackers, and marshmallows to satisfy their summer cravings.

Summertime is synonymous with cookouts and camping, making it the prime season for indulging in the beloved S’mores treat. Instacart’s data analysts have unveiled intriguing insights into American shopping habits, specifically when it comes to assembling the quintessential S’mores ingredients.

According to Laurentia Romaniuk, Instacart’s trends expert, what’s particularly captivating is the geographical distribution of these purchases. The states showing the highest share of orders for graham crackers, marshmallows, and chocolate are all located in the North, with a concentrated buying pattern observed in the heart of the Midwest. Romaniuk suggests that weather could play a pivotal role in this unique shopping trend.

“While northern states experience sunny and warm days, they’re not facing the scorching temperatures exceeding 110°F that many southern states are currently enduring,” Romaniuk explains. This climatic variance could account for the increased demand for ingredients perfect for crafting S’mores delicacies.

S’mores Shopping: State-by-State Breakdown

Instacart’s analysis reveals a fascinating breakdown of the states with the highest and lowest occurrences of S’mores ingredient purchases:

States with Highest Occurrences:

  1. Iowa
  2. South Dakota
  3. North Dakota
  4. Wisconsin
  5. Minnesota

States with Lowest Occurrences:

  1. Florida
  2. Hawaii
  3. Louisiana
  4. Arizona
  5. Georgia

To delve deeper into the American fascination with S’mores, Instacart commissioned a survey in collaboration with The Harris Poll. The results, derived from responses by 2,077 adults aged 18 and older in July 2023, shed light on the nation’s love affair with this gooey and satisfying dessert.

The S’mores Appeal: Unveiling Survey Insights

The Great Trifecta:

A staggering 73% of survey participants emphasized their adoration for the harmonious blend of sweet chocolate, gooey marshmallow, and crispy graham crackers that S’mores deliver.

Outdoor Summer Magic:

For 59% of those surveyed, S’mores hold a special place as the ultimate treat during bonfires or camping trips, adding a touch of magic to outdoor summer gatherings.

Simplicity Is Key:

51% of respondents revealed that the ease of crafting S’mores played a pivotal role in their appreciation for the dessert – a simple pleasure that requires minimal effort yet offers maximum satisfaction.

Sweet Nostalgia:

Almost half of the respondents (49%) expressed a sentiment of sweet nostalgia, citing that S’mores transport them back to cherished childhood memories, invoking feelings of warmth and comfort.

Get Together:

For 38% of those surveyed, the act of creating and sharing S’mores emerged as a powerful way to foster a sense of togetherness and camaraderie, making it a favorite choice for group activities.

As National S’mores Day unfolds, it’s evident that these delectable treats have managed to capture the hearts and taste buds of Americans across the nation. Whether it’s the perfect marriage of flavors, the outdoor escapades they accompany, or the nostalgic reminder of simpler times, S’mores continue to hold a special place in the collective palate of the United States, reminding us that even in the modern world, some pleasures are timeless and universal.

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