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    IT'SUGAR

    3.4 (50 reviews)
    ModerateCandy Stores
    Closed 11:00 am - 9:00 pm

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    Crickets
    Aly A.

    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 .

    Cheester Cheetos!! And Cola products!
    Angie R.

    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!

    Lots of treats
    Mark F.

    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!

    Tayler F.

    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.

    Love L.

    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

    Giant!
    Justin A.

    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.

    LeAza D.

    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

    Pick your own candy by the 1/4 lbs!

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    6 months ago

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    9 months ago

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    1 year ago

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

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    1 year ago

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    3 years ago

    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.

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    2 years ago

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

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    2 years ago

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

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    Page 1 of 2

    Ask the Community - IT'SUGAR

    Review Highlights - IT'SUGAR

    There were also a ton of fun containers pre-filled with stuff like gummy worms, gummy bears, sour candy etc.

    Mentioned in 2 reviews

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    Donnelly Fine Chocolates - Chocolate

    Donnelly Fine Chocolates

    4.6(238 reviews)
    0.9 mi
    $$$

    This review needs updating. I am now confident in saying that these ice cream bars ARE the best in…read morethe world and would love to be proven wrong (hey, IF a better ice cream bar exists it would have to be mind-blowingly good). It starts by them using quality ingredients. They use Marianne's vanilla ice cream, and Valrhona chocolate (a French chocolate used by gourmet chefs). You can choose milk chocolate or dark. They have a bunch of options for what you can include in your bar, including chopped almonds, caramel, and marshmallow. My favorite is #4: dark chocolate with caramel and marshmallow. It is insanely good. After each bite I am thinking "oh my god this is good." Frankly I am glad it is in Santa Cruz (and not in my town) or I might be 50 lbs heavier. I just had one yesterday and the experience is still vivid. Oh, and their chocolates (which also use Valrhona chocolate) are also damn good. And if you like brownies they've got you covered too. The guys running this place could not be nicer, which makes this place a joy to visit. This is really an exceptional place to come to and we are lucky to have it in our area. I am now a regular almost every time I am in Santa Cruz (and I come here often).

    This place is amazing, which is a family owned business and amazing different chocolate experience…read more Freshly made chocolates. Very down to earth family. They also started selling Dubai Chocolate, which I felt amazing because they are all out. Have to comeback again to try that. The brownie and Milk chocolate ice-creams are must try (#9 and #10). Dark Chocolate must try are #1 and #2. Parking is behind the chocolate store and is easy to park. The service is quick and very helpful with the suggestions.

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    Donnelly Fine Chocolates - Exterior

    Exterior

    Donnelly Fine Chocolates - Dark chocolate almond caramel ice cream bar

    Dark chocolate almond caramel ice cream bar

    Donnelly Fine Chocolates - Chocolate bars

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    Chocolate bars

    El Salchichero - Meat counter

    El Salchichero

    4.2(146 reviews)
    1.6 mi
    $$$

    This place is a real class act and I'm a sucker for great food combined with a great butche who…read morereally knows what they're doing. Look no further.These folks go above and beyond with their quality of meat.. freedom meat locker and El Sal are my two must do go to in this area. I wanted to give a particular shout out to their Nuremberg sausage. My mother is from Germany and it's hard even nowadays to find this well of a quality of a sausage in Germany in my opinion.. to me it taste a little more like a Rostbratwurst Rauchzipfel which is really hard to find anywhere in the United States. It's mildly spicy spunky and just super flavorful .Buy some of these babies and just eat them on a roll with some mustard and some sauerkraut or you can do all kinds of fun stuff with them. I have more things I love from this place. I'll just have to post them on or another review, but I just wanted to give a big shout out for those beauty full sausages. If you live local and you haven't checked this place out you're missing out and if you live far away and you're happy to be passing through town I super suggest you stop in and grab some of the lovely things theyhave in the shop. You may pay more than some processed sausage that you get in a supermarket, but I promise you it's worth it.

    We have frequented this amazing butcher for years. We…read morenoticed in the fall how affordable the beef was (especially in the current economic reality). One of our favorite butchers, who I think is the owner, explained that they want everyone to have access to good beer and so they are keeping their prices on certain cuts at cost! Our chuck roast was cheaper at El Salchichero than Safeway!! Tender, delicious and clean- what a gift to our community. Also great place to pick up Rancho Gordo beans.

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    El Salchichero
    El Salchichero - Yum

    Yum

    El Salchichero - Seasonal salamis. The Morel salami is very flavorful.

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    Seasonal salamis. The Morel salami is very flavorful.

    IT'SUGAR - candy - Updated May 2026

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