New data from the retail giant Target has revealed the definitive favourite festive biscuit across the United States this holiday season, with traditional gingerbread emerging as the clear nationwide winner.
Gingerbread Dominates the Festive Plate
The analysis, released by Target on Monday, examined biscuit sales across all its US stores from 1st November to 6th December 2025. The findings pinpointed three primary contenders for shoppers' affections: sugar cookies, shortbread, and the ultimate victor, gingerbread. Remarkably, gingerbread cookies claimed the top spot in a staggering 76 per cent of US states, making them the most sought-after festive treat from the Midwest to the South.
This seasonal favourite led sales in a total of 38 states, including major markets such as California, Texas, Florida, and Ohio, alongside Louisiana, Arizona, Indiana, Oregon, Washington, Utah, Colorado, and Nevada.
Regional Favourites and Ranking Treats
Securing a respectable second place, the classic sugar cookie proved most popular in eight states. These included Delaware, Hawaii, Idaho, Massachusetts, New York, Vermont, West Virginia, and Wyoming.
Trailing in third position was the rich and buttery shortbread biscuit. This fan-favourite managed to top the charts in four specific states: Kansas, Maine, Montana, and New Jersey.
Broader Retail Strategy for Holiday Growth
Target's festive treat report coincides with a significant push by the retailer to streamline holiday shopping for its customers. The brand has recently expanded its next-day delivery service for online orders to approximately 30 metropolitan areas across the US, allowing purchases to arrive the day after ordering.
In a statement released last week, Target explained the move is designed to "make holiday shopping quicker and easier," noting that 85 per cent of items sold in physical stores are eligible for this expedited service.
This service expansion follows a major announcement just one month prior, in which the company unveiled a multi-billion dollar investment plan to revitalise its stores and digital systems. Incoming CEO Michael Fiddelke stated the firm would invest around $5 billion in upgrades next year, a year-on-year increase of roughly $1 billion.
The capital injection aims to address customer complaints about store conditions, stock availability, and product ranges by enhancing the in-store experience, refreshing merchandise, and upgrading technology. According to the Wall Street Journal, Fiddelke emphasised that "Mission 1 through 10 is to get back to growth for us," a priority set after the company logged its 12th consecutive quarter of weak or declining sales.
