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Wilbur's Candy Shoppe

Chocolate shop · Auburn, ME · reviewed since 2017

How the Experts Score is calculatedEach factor is scored 0–100 on absolute terms (standing in the category can only raise it), then weighted; problems flagged in review highlights or a recent slide in ratings are subtracted:Satisfaction 64%56+35.6Reliability 28%44+12.4Replies to reviews 8%78+6.4Experts Score= 54Not enough data for value; its weight is shared by the others.Grade C: A = 80+, B = 60–79, C = 40–59, D = 20–39. Needs 10+ reviews.54SCORE
CGradeLetter from the Experts Score: A = 80+, B = 60–79, C = 40–59, D = 20–39, F = under 20.
#13 of 19 candy storesPosition by Experts Score among all companies we track in this category. · better than 33%
4.5 ★★★★★ 31 Google reviews · 24 photos
71%five-star reviews
5.00★last 12 monthsAverage stars on reviews from the last 12 months only.
10%1–2★, last 20 reviewsShare of 1–2★ reviews in the last 24 months — or the 20 newest reviews when the company had fewer than 20 in that time.
77%reviews answered by the owner
Jul 2026latest review

Wilbur's Candy Shoppe at a glance

Google reviewers rate Wilbur's Candy Shoppe 4.5 out of 5 stars based on 31 reviews, with the owner responding to 77% of them. Customers frequently praise the wide selection of homemade chocolate, local artisan candies, and friendly staff, often noting the store's unique atmosphere and seasonal events. However, a recurring criticism in lower-rated reviews is that specific items are significantly overpriced compared to standard retail options, with some customers finding the cost unjustified for the quality or variety received.

  • Google rating: 4.5 out of 5 from 31 reviews (71% five-star).
  • Reviews on this page: 31 Google reviews (20 with written comments, 6 with photos).
  • Owner responses: the business replied to 77% of reviews.
  • Most recent review: July 4, 2026.
  • Service: Candy Store serving Auburn, Maine.

Data from Google, last updated November 3, 2026.

Score profile vs other candy stores

Score per factor (100 = best)Each factor is scored 0–100 on absolute terms (star average, share of 1–2★ reviews, price verdicts…); standing within the category can only raise it, never lower it.. Strongest: momentum and replies to reviews; weakest: reliability.

Satisfaction56Reliability44Craft & service–Value–Momentum100Replies to reviews78Satisfaction: 56 (median 67)Reliability: 44 (median 64)Momentum: 100 (median 100)Replies to reviews: 78 (median 45)
Wilbur's Candy ShoppeCandy Stores median0 = centre, 100 = best
SatisfactionSatisfaction · 54% of the scoreRecency-weighted star average (2-year half-life), shrunk toward the category mean by review volume; the company’s own lifetime average as the prior; absolute: 4.0★ = 0, 5★ = 100.Wilbur's Candy Shoppe: 56/100 on this factor. Category median: 67.C
56
ReliabilityReliability · 24% of the scoreHow rarely jobs go badly: share of 1–2★ reviews — 60% the last 24 months (or the 20 newest if fewer), 40% all-time; 0% = 100, 15%+ = 0; the category percentile can only raise it.Wilbur's Candy Shoppe: 44/100 on this factor. Category median: 64.C
44
Craft & serviceCraft & service · penalty only, up to −10 pointsGoogle review highlights: Quality, Professionalism, Responsiveness, Punctuality — how rarely reviewers flag them as a negative, per review since highlights began; 0% = 100, 5%+ = 0. Subtracted from the score (up to −10), never averaged in — clean highlights are the norm, not a bonus.Not enough reviews for this factor yet.–
–
ValueValue · 14% of the scoreCustomers’ own price verdicts (Great / Reasonable vs Overpriced) and Value highlights; 65% absolute (all “reasonable” ≈ 80, “great” = 100), the category percentile can only raise it.Not enough reviews for this factor yet.–
–
MomentumMomentum · penalty only, up to −10 pointsPenalises only a real slide: last-12-month average below lifetime (−0.5★ = 0). Still 4.8★+ over the last year, or steady/improving = 100. Subtracted from the score (up to −10), never averaged in.Wilbur's Candy Shoppe: 100/100 on this factor. Category median: 100.A
100
Replies to reviewsReplies to reviews · 7% of the scoreHow often the owner publicly replies to reviews under 5★ (1–4★). Needs 3+ such reviews, otherwise not counted; 65% absolute (80%+ replied = 100), the category percentile can only raise it.Wilbur's Candy Shoppe: 78/100 on this factor. Category median: 45.B
78

Bar = this company · dark tick = category median.

Star ratings

31 Google reviews we collected

  • 5 stars2271%
  • 4 stars619%
  • 3 stars00%
  • 2 stars26%
  • 1 star13%

Praise vs complaints

Phrases our text analysis found in 20 written reviews

  • Praise457%
  • Complaints343%

Topic share

How often each topic comes up in the written reviews

  • Staff & attitude343%
  • Price & value343%
  • Quality & results114%

What customers talk about

We read 20 written reviews and marked every phrase about these topics. The same colors are highlighted in the reviews.

  • “This was a very nice place to buy treats for family members for Christmas.”
  • “Everything's grossly overpriced and isn't even that good.”
  • “Such a great experience for us Potterheads!”

praise complaint · found by our text analysis, Google review wording unchanged.

Recent reviews

LucileLocal Guide · 107 reviewsTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 11 months ago★★★★★

Perfect if you have a sweet tooth. The dark chocolate is sweeter than your typical dark chocolate, so if you're one of those people who usually finds dark chocolate to be too bitter then I would definitely give theirs a try!

LisaLocal Guide · 356 reviewsTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · a year ago★★★★★

Fun candy shop with a focus on chocolate. They've won some awards for their chocolate! We were able to sample the Maine Mud while at the store, and I've never had better hot fudge in my life. Wow! They have some elegant looking boxed chocolates, a counter top with singles to choose if you like, as well as things like licorice, gummies, etc.

Customer photo from Lisa's reviewCustomer photo from Lisa's reviewCustomer photo from Lisa's reviewCustomer photo from Lisa's review
DavidLocal Guide · 159 reviewsTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · a year ago★★★★★

Fun spot to investigate. Always something of interest to see and taste. Great chocolate tempt me every time I visit

Customer photo from David's reviewCustomer photo from David's review
LWexploresLocal Guide · 526 reviewsTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 2 years ago★★★★

Such a cute local candy store! So many options like gummies, truffles, bagged candies and local artisan chocolates. Go to the second floor! All the best stuff is up there and it's much bigger than the first floor.

Customer photo from LWexplores's reviewCustomer photo from LWexplores's reviewCustomer photo from LWexplores's reviewCustomer photo from LWexplores's review
MichelleLocal Guide · 66 reviewsTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 2 years ago★★

I tried the dark chocolate covered cashews but I'm a little disappointed. The chocolate tastes a little off and I didn't get much cashew flavor. Plus they were Very pricey. I won't be back!

Customer photo from Michelle's review
JeanLocal Guide · 165 reviewsTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 4 years ago★★★★★

This was a very nice place to buy treats for family members for Christmas. Lots of choices, very friendly staff.

Photos

Customer reviews

4.5 ★★★★★ 31 reviews on Google · rating breakdown

Reviews from Google, shown as published (original wording, unedited).

Filter by topic — each topic is highlighted in the reviews in the same color
Lucile PurnellLocal Guide · 107 reviewsTotal number of Google reviews Lucile has written across all businesses on Google Maps, not just this one.
Review from Google · view on Google
★★★★★

Perfect if you have a sweet tooth. The dark chocolate is sweeter than your typical dark chocolate, so if you're one of those people who usually finds dark chocolate to be too bitter then I would definitely give theirs a try!

Lisa WhalenLocal Guide · 356 reviewsTotal number of Google reviews Lisa has written across all businesses on Google Maps, not just this one.
Review from Google · view on Google
★★★★★

Fun candy shop with a focus on chocolate. They've won some awards for their chocolate! We were able to sample the Maine Mud while at the store, and I've never had better hot fudge in my life. Wow! They have some elegant looking boxed chocolates, a counter top with singles to choose if you like, as well as things like licorice, gummies, etc.

David BjorkLocal Guide · 159 reviewsTotal number of Google reviews David has written across all businesses on Google Maps, not just this one.
Review from Google · view on Google
★★★★★

Fun spot to investigate. Always something of interest to see and taste. Great chocolate tempt me every time I visit

  • Order type: Take out
  • Meal type: Other
  • Price per person: $10–20
LWexploresLocal Guide · 526 reviewsTotal number of Google reviews LWexplores has written across all businesses on Google Maps, not just this one.
Review from Google · view on Google
★★★★★

Such a cute local candy store! So many options like gummies, truffles, bagged candies and local artisan chocolates. Go to the second floor! All the best stuff is up there and it's much bigger than the first floor.

  • Order type: Take out
  • Meal type: Other
  • Price per person: $1–10
Michelle GilloLocal Guide · 66 reviewsTotal number of Google reviews Michelle has written across all businesses on Google Maps, not just this one.
Review from Google · view on Google
★★★★★

I tried the dark chocolate covered cashews but I'm a little disappointed. The chocolate tastes a little off and I didn't get much cashew flavor. Plus they were Very pricey. I won't be back!

Response from the owner · 2 years ago

Hello Michelle, sorry to hear you did not enjoy your sample when visiting the shop. I think you will find our prices on par, if not favorable, to those of our gourmet local chocolatier competitors in Maine and we have individual chocolates beginning at 75 cents a piece, so certainly something for most everyone's budget.

S.L.TLocal Guide · 527 reviewsTotal number of Google reviews S.L.T has written across all businesses on Google Maps, not just this one.
Review from Google · view on Google
★★★★★

Love these events.

Response from the owner · 2 years ago

Thank you so much, Sheryl! we love to host them.

Jean PidacksLocal Guide · 165 reviewsTotal number of Google reviews Jean has written across all businesses on Google Maps, not just this one.
Review from Google · view on Google
★★★★★

This was a very nice place to buy treats for family members for Christmas. Lots of choices, very friendly staff.

Response from the owner · 2 years ago

Thank you, Jean! We are glad you enjoyed your experience in the store, thanks for shopping with us!

Alicia Byrd7 reviewsTotal number of Google reviews Alicia has written across all businesses on Google Maps, not just this one.
Review from Google · view on Google
★★★★★

Great store! We happened upon their Harry Potter wand making that happens on weekends in October! Such a fun experience getting to select your chocolate and wand. They had the store perfectly decorated. Such a great experience for us Potterheads! 🪄🪄🪄🧙‍♂️🧙🏻‍♀️♥️💛❤️💛🪄🪄🪄💙🤍💙🤍🪄🪄🪄💛🖤💛🖤💛🪄🪄🪄🪄💚🤍💚🤍

Response from the owner · 2 years ago

So glad you enjoyed the event! Thanks for joining us!

TravelsAlotLocal Guide · 300 reviewsTotal number of Google reviews TravelsAlot has written across all businesses on Google Maps, not just this one.
Review from Google · view on Google
★★★★★

Excellent treats! Chocolate unlike anywhere else. Be sure to stop in you won't regret it.

Response from the owner · 2 years ago

Thank you for the kind words! So happy you enjoyed your selection of treats!

Michael TardifLocal Guide · 304 reviewsTotal number of Google reviews Michael has written across all businesses on Google Maps, not just this one.
Review from Google · view on Google
★★★★★

A little expensive but they have lots of hard to find old style candies. The house made candies are great.

Response from the owner · 2 years ago

Thank you for the compliment, we take great pride in our handcrafted chocolates.

Wilbur's Candy Shoppe on Google Maps →

Business details