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Imagine this…

You’ve gotta run into the grocery store to get some milk and croissants before the weekend rush.

But as soon as you cross the threshold from the cart barn into the actual store, you see them—a towering wall of them.

It can only mean one thing…

It’s Peeps season.

From rows of bright yellow chicks to pastel pink bunnies, you haven’t seen any of these cherished marshmallows since *checks Calendar app* the holiday season.

They beckon you like the Bat Signal.

They’re not on your grocery list, and you’re not even sure you like them.

But worst of all, you picked a basket—not a cart. So your carrying abilities are limited.

(And let’s be real—you’ll choose to juggle everything with both hands before you admit defeat and go back to get a cart.)

As you’re going through this back-and-forth, it feels like their black wax eyes are staring into your soul.

Skipping them feels wrong—like you’re betraying your 8-year-old self.

So you reach for 2 boxes of the lavender bunnies you always got when you were a kid and plop them into your basket.

Why couldn’t you resist buying Peeps during this particular shopping trip?

In today’s special edition of Why We Buy 🧠, we’ll explore a well-known company to see how they use buyer psychology principles in their business.

This week we’re diving into Peeps—the brand that made marshmallow chicks feel like an emotional necessity.

Let’s get into it.
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🤑 A Look Inside Peeps

In 1953, family-owned company Just Born (yep, the Hot Tamales folks) acquired the Rodda Candy Company, which made yellow marshmallow chicks by hand.

The potential was there…

But they quickly realized the 27-hour process to create the Peeps wasn’t sustainable.

So by the next year, they’d engineered a machine to cut down the manufacturing time to just 6 minutes.

Suddenly, Peeps could be mass-produced.

By the 1960s, new shapes joined the lineup. (It wouldn’t be until the ‘80s that the iconic Peeps Bunny hopped—hehe—into the stores, though.)

But the real magic?

Peeps didn’t try to be everyday candy like Snickers or Sugar Babies. They originally were a spring-only treat.

By tying their product to the spring season, their chicks pretty much became the unofficial mascot of spring.

Today, they’re the #1 non-chocolate Easter candy.

But more than that, Peeps built what every brand dreams of:

Tradition, emotional stickiness, and a grocery store display that basically sells itself every year.
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🧠 How Peeps Uses Buyer Psychology

Peeps didn’t rise in popularity due to luck—or taste (sorry, Peeps). Here are some deliciously smart ways Peeps turned pastel poultry into profits.

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​Trigger Events

Peeps immediately set themselves apart by linking themselves as a spring treat.

So when Easter rolls around, they're the candy we stock up on because they're already top of mind. (No wonder they're the #1 non-chocolate Easter candy.)

They've branched out to other specific holidays, too, like Halloween and Christmas.

So when *those* dates on the calendar roll around, we also think, "Time to buy Peeps!"

Nostalgia

Peeps are a time capsule wrapped in cellophane.

Whether you saw them in your Easter basket as a kid or shared a box with your grandparents or childhood friends, Peeps tap into the warm, fuzzy memories of your past.

And when we feel nostalgic, we part with our money more easily—and spend more of it. *grabs 7 boxes of Peeps*​
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Positive Scarcity

Peeps pop up like clockwork around holidays.

So if you want the coveted yellow chicks to put on your next cake? You’d better hurry because they’re typically only available around Easter.

This positive scarcity doesn't just spark FOMO—it makes people look forward to hunting down these marshmallow farm animals every Peep-worthy holiday.

(Side note: We’ve never seen Peeps on shelves outside of a holiday. But the Internet claims a few are sold year-round. Are they the candy aisle’s equivalent of a Golden Ticket???)
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🤔 Thinking About Your Business

Most people don’t buy Peeps because they’re thinking, “Wow, these are so delicious.” Yet they’re a best-seller in a $300 million brand. Not many candy companies can say that. So steal some of Peeps’ sweet marketing strategies and apply them to *your* biz.

Ask yourself…
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Q: Are you showing up when customers are ready to buy?
​Pinpoint the specific moments that drive people to look for a solution like yours, then leverage them like crazy. Because showing up at the right moment gives buyers a built-in reason to act now—not months from now.
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(Psst... Buyer Breakthrough will help you find a scalable offer idea *and* the moments that trigger people to buy it... in just 2.5 hours.)

Q: What “traditions” can you create within your brand?​
Like fondly buying Peeps during the holidays, your brand can *also* create cherished rituals. Whether it’s a “Friday drop,” “monthly unboxing,” or “birthday bonus,” creating these types of expectations in buyers’ minds not only builds excitement but also loyalty.

Q: Can you use seasonal scarcity to drive urgency?
​Each season (or holiday within it) can serve as a buying trigger if done right. Because they tap into societal relevancy, they’re prime times to launch a time-limited offer. (And no, these aren’t limited to e-commerce or consumer goods brands.)
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💥 The Short of It

Peeps don’t sell flavor. They sell feelings.

By tying themselves to nostalgia, positive scarcity, and the Mere Exposure Effect, they created a brand people feel compelled to buy year after year.

And that’s why Peeps aren’t just sweet—they’re smart.

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Until next time, happy selling!

With ❤️ from Katelyn and Jordyn​

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