Found myself in need of dark chocolate while browsing the shops in downtown Santa Cruz. Its Sugar was recommended by a clerk in one of the shops. I had never heard of it, but come to find out there is one at Valley Fair in San Jose and one in San Francisco. The young woman who worked there greeted me right away and offered to answer any questions or provide samples. When I told her about my need for dark chocolate, she took me over to the bins with dark chocolate almonds and nonpareils. I happily filled a ziplock bag with them, as well as some peanut butter chocolates and Reese's Pieces. I didn't mean to fill the bag quite so much, but was glad to see the price was reasonable when I checked out. It's Sugar's variety of candy includes Dubai chocolate, gummies, sours, chews, retro, novelty, and more. They also have mystery boxes. I enjoyed sitting on a bench in the sun outside the store, munching on my candy. read more

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I felt like a kid walking into a toy shop, oh wait! A candy shop ! Ahaha. This is honestly, a great place to have a sugar crash! Lots of sweets and the staff is sweet and friendly as well! The ambience is well lit and very child friendly! I definitely recommend to make a quick stop to buy a few cheap gifts for your friends or your new college roommates! Shout out to anna for answering all of my questions and even recommending substitutes when I couldn't find the right candy! read more

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Emma is so sweet and helpful. We were just browsing Santa Cruz and stopped in to try some candy. Emma was attentive, and never lost her cool even when a bunch of little boy soccer players came in with no adult supervision. I would happily hire Emma in any role. Her personality is the best! read more

We were walking around after eating and we ran into this candy store . We all got super excited to have some sweets . When we walked we got greeted by Stacy she asked if we had any questions and if we wanted to sample any of the candy . She was so nice and attentive. We sampled a few and got a bag of mixed goodies . The store looked very organized and the way they it was set up you can tell they take pride of their store looking good . There was a lot of unique candy and cool things to look at . When in the area we would definitely come back to get more sweets . read more

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The dude and I came to It's Sugar on 06/21/21in Santa Cruz. We initially came here due to needing change for the local meters for parking and we didn't have any coins. I just wanted to buy something small to break my $5 dollar bill. However, a quick peek in for my main purpose turned into a 30 minute adventure with the dude as he was totally in dude mode and I was in legit princess mode with all the cute things like toys, candy and knick knacks some that reminded me/us of our childhood. My nieces totally would have loved this store and I wanted to get them and take them here. This is the only place I have noticed that doesn't bag their free range candies in the bins. When I was younger before the pandemic especially as I would eat candy straight from the bins sadly but maybe that's a good thing. But still I didn't do it as an adult I guess I can't and plus the store probably would not appreciate that at all anyways. The staff greeted us when entered and pretty much let us roam around freely without any distractions. We pretty much had the store to ourselves when we went shopping to the dude and I pretty much checked out everything. Eventually, realizing 30 min has gone past I reminded the dude of the main purpose and found something I can get a few coins back for the meter usage. Overall, I enjoy stopping by once in away to check out this candy shop. I almost never end up buying candy but knick knacks or something for my nieces or maybe a card or funny book. The store was very clean and organized as well. We were such kids in the store. I would love to come back and explore more of their items and take my two darling nieces here so they experience going to like their first candy stores. I know they would enjoy it as the dude and I enjoyed even at our ages! read more

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Quick and friendly service. Bought a large stuffed yellow peep for our 1 year old. She absolutely loves it!

They gave me samples on all the gummy's I could of ever want and they have boxes that you can keep and fill it up with all the candy you want but the rule was it has to close and that costs 17 dollars for 1 box and it. And you get 1 pound of candy and when I went in I check out she was very kind and said "there is a little more room do you want to fill it up some more "which I thought was very kind and they had all kinds of exotic candy and stuffed animals and slime I think it was a great experience and if you don't want a pound they had bags and you pay for how much it ways 10/10 experience and if you donate 1 dollar you get a rainbow star lollipop read more

This is a great place. They have lots of classics in barrels by the pound and also many cute and fun creative candy and gifts.

Adorable shop with unusual and delicious candy. The staff is wonderful, friendly, and very generous with their samples. Must visit!

The kids loved the sugar! They got big bags of gummies and chocolate. Devin made the experience great! So much fun!!!

Im a Santa Cruz Local so going into a place like this, designed for tourists, really only happened because of my wifes sweet tooth. As you can imagine buying candy by the pound in a high rent location like Pacific Ave will not be priced friendly. I will say that they have a huge selection of candies including some novelties you might not find anywhere else. One that stood out for me was the Giant Beer Mug Gummy. This thing was literally the size of a giant mug of beer but it was made from gummy candy. I personally don't see myself (or anybody else for that matter) eating one of these giant blocks of sugar. But if you wanted something like that, this would be a good place to find it. We came in around 8PM and there were 2 girls working. My wife asked a question and got a snooty answer from one of them. The store was empty although the streets were crowded for dance week. You would think that the service would be a bit friendlier but that wasn't the case this night. Im not a big fan but give'em a try for yourself! read more

IT'SUGAR - Lots of treats - Candy Stores Near Me - Santa Cruz, California

Very fun place to stop downtown! I love the nostalgic vibe of the place and the section of candy that I remember as a kid! They also have a huge wall of PEZ dispensers and very rare candy I've never seen anywhere else. read more

IT'SUGAR - Candy Stores Near Me - Santa Cruz, California

This was my first time going here and it okay until I payed when I went to pay all their stuff was on the counter and I'm guessing that they mixed my stuff with there's they forgot 2 things in my order I payed a lot for it not to be there I don't recommend going here they mess up orders alot and it's a lot of money to and plus it's called 'its SUGAR' who's gonna name their store that no wonder why it's horrible do not go there find somewhere else for candy. read more

It's tradition for my fiancé and I to go to a candy store every time we're traveling. So when we were in Santa Cruz for a recent trip, you know we stopped in a candy store! This spot was a chain that we have been to before, and one that we typically enjoy. They have the standard bulk candy options of chocolate, chewy, and sour candy. We never struggle to find delicious candies! The particular location was clean and the staff were super friendly. It wasn't too busy on a Saturday night in town, which was also nice. It is definitely a candy store in a decently tourist-y area but definitely worth a stop if you need a bag of candy to head home with! read more

Just went in to buy some bulk candy. The guy literally had his thumb on the scale and tried to charge me 9 bucks for half a scoop of candy. When I questioned him, he claimed it was almost 1 lb. I walked out. Can't believe I just witnessed this. read more

We are tourist so of course on our family vacay we stopped by this candy store. The employee was super rude inattentive literally no help at all. Since there isn't any actual prices on any of the items in the store, we asked the clerk about pricing and he acted as if we were bothering him for inquiring about items we wanted to purchase. We spent $80 bucks here and I wish I didn't give them a dime of my money. Hire better clerks who have customer service skills read more

IT'SUGAR - Candy Stores Near Me - Santa Cruz, California

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Apparently oversized = over priced! I couldn't believe how much they charge for candy. I understand buying a 1 pound reese's peanut butter cup or snickers seems cool but for crying out loud you can buy fifteen candy bars at the convenience store for the same price. The store is barely family friendly. As other reviews state, there are provocative looking pictures everywhere and they do sell some strange foreplay type items. Overall, I suppose there are a few cool novelty items but nothing to make me want to come back. read more

IT'SUGAR - Giant! - Candy Stores Near Me - Santa Cruz, California

We usually always come here for something sweet duh. My son wanted something surprisingly. Haha. Guess we ate to much hardly food he wanted dessert. We spent about $10 on his sugar rush.! Got a $1 on spending on a sucker for cancer patients. So that's always a plus read more

IT'SUGAR - Candy Stores Near Me - Santa Cruz, California

I enjoy coming to IT'SUGAR when I'm in the area. It's the perfect place to go when you need a sugar pick me up. The store itself is a mix between the Sweet Factory and a Spencer's. I personally like getting gummy candies from here. Turnover is high so the gummies here taste fresh and aren't tough and stale (like some candy from the Sweet Factory). I like that pricing is by the 1/4 lbs. I get to practice my self restraint here (haha) by not filling up giant bags full of candy. In addition to the candy I like going through all the little toys and trinkets they have laying around. Overall, the store can be pretty pricey, but the by the pound candy pricing is reasonable and the only thing I would buy from the shop. read more

IT'SUGAR - Pick your own candy by the 1/4 lbs! - Candy Stores Near Me - Santa Cruz, California

DO NOT BUY GIFT CARDS HERE!!!! Bought a $10 gift card as a xmas present, took it home and wrapped it. When the recipient went to use it (a couple weeks later) there was only $0.37 on the card. We complained to the store. They had a record of the card being used the day after we bought it. Said they would get back to us, but never did. Did not seem very distressed about this happening. read more

The staff was helping making the service and the items they sold are such good quality the over all experience of the store was great and will decently come back read more

no because the staff at this location literally SLAYED. I will definitely be returning, felt super welcome and everyone was super helpful and had a great variety of candy. But honestly the staff just made our whole experience. 1000000/10 read more

I love their candy and they have huge boxes lots and lots of variety!! Plus collectibles. They make for great and funny gifts or if you treat yo self! Always fun to visit this place even during quarantine stock on supplies to stay at home read more

They always have something interesting, not just for your sweet tooth but also for a good laugh. I like their novelty goods (ex. SNL Dick in a Box candy, Camel Balls candy, sushi gummies, Pusheen, etc). It's really convenient being across the street from the movie theater too! read more

This store appears to be a candy/novelty shop, the sort of place you might bring a child to pick out a treat. It has candy and kid toys such as LOL Dolls etc. However, it also has gigantic ads on its walls featuring "sexy" women with candy. These ads are mildly objectifying as far as ads like this go, but their presence in what I thought was a store for children was both jarring and disappointing. I went to the company's website to write a complaint and it had a menu of choices, among them "offensive products" which included things like candy bras. I am 100% ok with any of these products existing for adults, but I think it's very strange and inappropriate to blend adult novelty with a children's candy store. I will not shop here again. read more

Super nice staff! Store is really clean and everything looks and smells amazing! Candy is very fresh and not stale like some places! Highly Recommend read more

The manger needs to let the associate "Miguel" understand that kids are the clients here...he was extremely rude to my daughters and we are locals. Unnecessary and we won't be back. read more

customer service is so bad it's ridiculous- made my young kids so upset didn't even enjoy their candy anymore... don't get why the rudeness occurred read more

It's a dentist's worst nightmare. Candy advertised as the world's largest (Reese's Peanut Butter Cups, gummy worm-3lb 26 inches, etc.)/longest (Twizzlers). Besides supersized candy, they also have bins of regular sized candy for your candy bags like at Sweet Factory. I didn't buy anything because I'm afraid of cavities but it's a fun, bright store. read more

I won't come again. I bought literally 7 candies and I paid $2.85. And I must add, the candies are just average. read more

This place does have a lot of candy. But, not a place for children, it is disturbing. My husband loves candy... We bought large candy for our nieces and nephews that were 40% off. And, I got some cotton candy for myself Will we be going to this store again? Maybe, but not anytime soon. read more

Looks cute but the employees are jackasses. No customer service whatsoever. I regret spending any time in such a negative environment. Doesn't even deserve a star however it won't let me post the review without a star. read more

A cute novelty shop to show folks from out of town. Things here are like Texas-- 5-10 times the size they really should be. They have some cute SNL candies... Cannot really go wrong here. Their bin candies will make your eyes sparkle...soo many candy options. read more

My visit yesterday for this grossly overpriced bin experience of candy-ized kiddie porn made me angry- "oh, the scale some times sticks" says Ms. mouthfullofbubblegum After re-weight of the handful of bags, my cashier says it's only $20.00 vs the 43.00 it originally offered up. Is it a magic eight ball or an actual machine that calibrates weight? No answer was forthcoming . I'm also disgusted by how many people most likely get over charged on top of the pricing per quarter pound. I'd avoid but was looking for the quick hit of bulk candy to a cookie decorating party. Over priced is the key feature here. read more

This is really a review for the folks working there. We stopped by tonight and chatted with Caleb. He was so enthusiastic and very passionate about candy! It was fun to talk to him, to discuss candy we were nostalgic for, and for him to point out some things we'd like that we hadn't noticed. He's a standout hire and we had a lovely drop in! read more

Lots of sugary items in here; Some items are "diabetic friendly", whatever that's supposed to mean! If you're going to pay $30 for a large bar of chocolate, DON'T get the reduced sugar one! You want the full experience don't you? I gave 3 stars because this store has a conglomeration of novelty items like bacon mints and anything and everything all the way up to extra large (10lbs!) candy bars that you can't find in your local Walmart or Target. There's more than candy too. Candy related items like pillows, piggy banks, clothing, stuffed animals and worm belts! Very cute stuff. Just make sure you bring some money - if you're gonna buy anything, you'll need lots of it. If you bring kids, make sure both your pockets have cash. We didn't go with any kids but heard lots of them whining for stuff. So don't make that mistake! Go and enjoy looking at all their items. It's sweeetttt!! read more

Extremely disappointed. I took my daughter here as a rare treat. She got about $10 worth of candy to share with her brother. Two blocks away the bottom broke out of the plastic bag and candy spilled all over the sidewalk. Of course my daughter was devastated. read more

Came here around 11:20-11:30am on Sunday to buy a treat for my boyfriend only to find it closed. Tried calling and no one answered. What's the point of saying you open at 11am if you don't? read more

As an adult with a sense of humor and what not. I find this store very interesting! It cracks me up to see quite such phrases on certain stuff. It might not be a store for kinds but I honestly never paid attention to it whatsoever. I mean if its not for kids just don't fucken take them lol! I go in there to get candy not look at sexual stuff. But overall I love the fact they have lots of choices and have huge candy stuff. Also employees are very helpful. Besides the fact that yes its pricy I'd definitely be back! read more

I could stay in this store all day and just look at everything. Its almost like a novelty store for candy. Like a "Spencers" or something and I didn't even know it existed. read more