New data from retail giant Target has pinpointed the nation's favourite festive treat, with gingerbread cookies emerging as the clear winner across a vast majority of the United States.
Gingerbread Reigns Supreme in Festive Bakery Battle
The retailer compiled its findings by analysing biscuit sales across all its American stores from 1 November to 6 December 2025. The research identified three frontrunners in the seasonal bakery aisle: classic sugar cookies, traditional gingerbread, and buttery shortbread. However, one option proved overwhelmingly popular.
Gingerbread biscuits topped the list in 76 per cent of US states, claiming victory in 38 in total. Its popularity spanned from the Midwest to the South, dominating in major states including California, Florida, Texas, Louisiana, and Arizona, as well as Ohio, Indiana, Oregon, Washington, Utah, Colorado, and Nevada.
Regional Preferences and Runners-Up
Securing a distant second place, sugar cookies were the favourite in just eight states: Delaware, Hawaii, Idaho, Massachusetts, New York, Vermont, West Virginia, and Wyoming.
Trailing in third were shortbread cookies, which were the fan-favourite in only four states: Kansas, Maine, Montana, and New Jersey. This clear hierarchy shows a strong national leaning towards the spiced, festive flavour of gingerbread during the 2025 holiday period.
Broader Context: Target's Holiday Strategy and Investment
This lighthearted data release coincides with Target's significant preparations for the crucial holiday shopping season. The company has recently expanded its next-day delivery service for online orders to approximately 30 metro areas across the US, aiming to streamline the gift-buying process.
In a statement released last week, Target explained that "most items eligible for shipping are eligible for next-day delivery," covering about 85 per cent of its in-store stock. This service enhancement is part of a concerted effort to "make holiday shopping quicker and easier" for consumers.
This push follows a major announcement made just one month prior, in which incoming CEO Michael Fiddelke outlined a billion-dollar increase in the company's investment plan. Target is now set to invest roughly $5 billion next year in store revamps, product selection updates, and digital system upgrades.
This strategic pivot comes after the company logged its 12th consecutive quarter of weak or declining sales, with customer complaints about store conditions and product availability noted in reports by the Wall Street Journal. Fiddelke stated that the company's paramount mission is to "get back to growth," addressing these issues through improved in-store experiences, more appealing merchandise, and advanced technology.
