Decades ago there were many unique candies that came out only at Easter time in the US. They were made by relatively small companies. For example there were chocolate eggs with maple or raspberry candy inside. You didn’t see candy like this at any other time of year. There were also Peeps, which weren’t great but at least they were special in that you only saw them for a few weeks a year.
Then slowly Hershey and Nestle started flooding the shelves with egg shaped versions of their boring ass candy you could get any day of the year. And they started selling peeps with different shaped at Halloween and Christmas.