U.S. Halloween Candy Sales Slip as Prices and Living Costs Rise
Halloween candy sales fell 6.7% in the week to Oct. 17, driven by higher gasoline and food costs and a sharp rise in cocoa prices.
U.S. candy sales for Halloween dropped 6.7% in the week ending Oct. 17 compared with the same period last year, according to market-research firm NielsenIQ. The decline follows an 11.7% dip in mid-September, wiping out the preseason gains seen in the two prior years.
Chris Costagli, a vice president and food thought leader at NielsenIQ, linked the slowdown to rising household expenses. He noted that the average price of a gallon of regular gasoline reached $4.29, nearly 40% higher than a year earlier, and said consumers are prioritising spending on fuel, housing, clothing and food over holiday treats.
“I think what you’re seeing now is a consumer that’s spending so much additional money on fuel and housing and clothing and food,” Costagli said. “Some of the decisions they’re making about Halloween candy… it’s not necessarily because, ‘I notice it’s more expensive than last year,’ it’s, ‘I can’t afford it this year because I’ve paid so much more for so many other things.’"
Small bags of candy were the only category showing sales growth through mid-October, while large and extra-large packages experienced the steepest declines. Over the past five years, candy and gum prices have risen 44%, outpacing the 22.5% increase in overall food prices for home consumption.
Discount grocer Aldi promoted a 135-piece variety pack of Mars Inc. chocolate bars for $19.87, a price comparable to a 250-piece pack sold five years ago. The surge in cocoa prices, driven by poor weather in West Africa and speculative trading, contributed to higher chocolate costs. Global cocoa reached a record $10,710 per metric ton in January 2025, fell to $3,241 in March, then rose again as the Iran-related fertilizer disruption and an El Niño pattern affected African production.
Even when non-chocolate candy prices fell slightly—average price of gummies and lollipops was $6.08 per pound, about 3% lower than a year earlier—sales did not improve.
Sally Lyons Wyatt, global executive vice president and food industry adviser at market-research firm Circana, observed that shoppers are making smaller, more frequent grocery trips and may be postponing candy purchases until closer to Halloween.
“People are very intentional and thoughtful about what they want to consume, not just for holidays, but in general,” Wyatt said. “I do believe we will still see softness overall with candy, but I don’t think Halloween is doomed."
The National Confectioners Association, representing major candy manufacturers, expressed optimism, stating that the peak Halloween period had begun and consumer enthusiasm remained strong.