Revealed: The most snapped chocolate shops across the world
Chocolate is a much-loved decadent treat all year around, but from the start of spring, it’s catapulted to the top of all shopping lists with Easter on the horizon.
This is a holiday that a lot of people take seriously. In fact, 54 per cent of people in the UK and 61 per cent US would consider Easter to be a ‘proper’ special occasion that they want to celebrate, rather than one formed from pressure from commercial companies.
According to Christian tradition, Easter marks the end of Lent where people give up something they love – and then indulge themselves on the big day, with chocolate Easter eggs being a popular choice.
In 2023, only 5 per cent of people in Britain from all faiths took part in Lent, but for those that did, chocolate and sweets were the most popular item to give up, leaving them eager to tuck in at the start of April. For those who didn’t take part, 35 per cent of British people still think that it is only acceptable to start eating Easter Eggs from Easter Sunday, making it a big day in the calendar for chocolate lovers craving their seasonal fix.
Sweet discoveries
Supermarkets are known for stocking a wide range of affordable eggs, catering to different tastes, dietary requirements and novelty needs. But it’s also big business for independent chocolate shops, who often craft their own take on the hollow chocolate egg, alongside a whole host of unique creations to tickle the sweet tooth of chocolate fans every month.
Beyond the basic bar, chocolate eggs, lollipops and other creations make for the perfect social media snap. It’s not unusual to discover a new local business when scrolling through your feed, but where are the most Instagrammable chocolate shops?
The team at online slots site Betway gathered data from across the US and UK to learn more about the independent chocolatiers that have grown the biggest following across Instagram and Facebook.
The most instagrammable independent chocolate shops in the UK & US
Compartes Chocolate (@compartes), based in Los Angeles, California, topped the list in the US with more than 300,000 followers overall. Warm, tropical colour features a lot on this feed, alongside irresistible videos of molten chocolate pouring from ladles, or close-up snaps of crunchy treats being added to its handmade chocolate.
Next is Seattle’s Theo Chocolate (@theochocolate), which has 197,375 online fans. The organic company makes the most of flatlays on its grid, while Chicago’s Fannie May (@fanniemaychocolates) gained almost 169,500 followers thanks to its professional approach to product shots.
Stick With Me (@swmsweets), based in New York City, is fourth on the list with more than 140,600 followers. This comes as no surprise, with a stream of abstract paint splatter bonbons, love heart chocolates and other Instagrammable treats – with plenty of cross-section shots too.
Texas is the state with the biggest volume of Instagrammable chocolate shops – eight of the top 50 US shops are based in the Lone Star State. New York comes next, with six of the most Instagrammable shops, followed by California and Tennessee with five each.
Sarah’s Creative Chocolate Kitchen (@sarahscreativekitchen), based in Southend-on-Sea, has the most followers in the UK. Overall, it has 122,099 followers across Instagram and Facebook who, this Easter, have been swooning over cross-section shots showing the inside of stuffed chocolate eggs, oozing with hazelnut and caramel.
Glamberryy in Derby (@glamberryy) comes second, with 91,802 followers. Its feed is curated with pastel shades and aesthetically pleasing postal treat boxes, alongside Insta-friendly vintage buttercream Lambeth cakes and compact bento cakes.
With a following of 87,602, London’s Dark Sugars (@darksugars) is known for its decadent hot chocolate, overflowing with crisp chocolate shavings, yet its look features moody colour palettes and moulded chocolate creations – including geometric Easter bunnies.
London is the city with the most chocolate shops in the UK top 50, and had 11 shops overall. This was followed by Norwich and Nottingham, with five shops each on the list.
What makes a good chocolate shot?
Marcus Holdsworth is a professional food photographer based in Nottingham. He shared his thoughts on how to take the perfect snap with us.
“Social media is always a priority for my clients and when we’re taking pictures, they want it to look great on their feed more than anything,” he says. “Of course, as formats like Reels and Stories rise in popularity, it’s more important than ever to take photos in portrait mode, as well as square shots that work well on the grid.
“The particular type of shot you want to take will differ depending on the product you’re working with. Bird’s-eye view photos always go down well, but also shooting things from your eye level can make things seem much more appealing.
“I always try to create a realistic dining set up too, not necessarily featuring people’s faces, but perhaps their hands to make it seem relatable. Playing around with blurring the background and other effects are also other ways to ensure that the sweet treat is the main focus.
“These days, it’s possible to take a great snap on phones, like a lot of these shops will be doing. Whether you’re using professional equipment or the tool that’s in your back pocket, lighting is key – look for a large light source, such as a window or a softbox, if you have one.”
Methodology
Online slots site Betway analysed the social media followings of leading independent chocolate shops across the US and the UK in the run-up to Easter 2023 to determine which shops were the ‘most instagrammable’
The final follower figures were determined by calculating the total sum of each outlet’s Instagram followers, Facebook followers and Facebook likes. Exact Instagram figures were taken using this Instagram Follower Count tool: https://www.instafollowers.co/instagram-follower-count
