What will Halloween scare up this year for candy sales
Halloween is only a little over a month away and you likely have seen grocery shelves, convenience stores and big box retails already putting out Halloween decorations and candies for sale.
That should not be a surprise for anyone in retail as Halloween is just slightly behind Christmas as a time for increased sales of confectionery goods. Halloween is special in that it not only allows children to indulge in a bit of holiday dressing up and their sweet tooths, but Halloween has become a major time of confectionary indulgence and fun for adults.
According to Market Report Analytics, consumer spending on Halloween treats and other items, “consistently increases year-on-year, driven by rising disposable incomes and a growing preference for themed celebrations and events.”
In the United States, where Halloween is only second to consumer spending on treats, gifts and decorations after Christmas, the National Retail Federation (NRF) in the U.S. find that this year, spending on Halloween is expected to reach a record US$13.1 billion this year. That is up from last year where Americans spent US$11.6 billion in 2024 and exceeds the earlier US$12.2 billion spent in 2023.
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” NRF vice-president of industry and consumer insights Katherine Cullen said. “Whether it’s dressing in costume or carving a pumpkin, more consumers plan to take part in Halloween activities and traditions. Retailers are prepared to ensure the shopping experience is a treat for consumers this Halloween season.”
While people in North America will spend money on costumes, Halloween-theme cards and decorations, candy continues to be the major buy for most. According to the NRF survey Americans will spend some US$3.9 billion on candies during this coming Halloween season alone.
Market Report Analytics adds that in the candy category, consumers in North America show a strong brand loyalty when it comes to the candies they will purchase and give away, favouring such established producers as Hershey, Mars, Mondelez, and Nestle holding significant market share.
“However, smaller, specialized brands are emerging, offering unique and artisanal products to cater to the increasing demand for premium and gourmet Halloween treats. Innovation in product offerings, such as incorporating novel flavors, textures, and healthier alternatives (e.g., sugar-free options), is also driving market expansion,” added Market Report Analytics.
While no sales projections have been offered for Canada, last year proved to be a solid year for Halloween candy sales, like that in the United States, being the second highest sales year after the Christmas holiday. According to Statistics Canada, in October 2023, “Canadians spent just over $1.8 billion in retail purchases of cookies, confectionery and snack foods. This broad product category includes candy, chewing gum, chips, chocolate bars, marshmallows, mixed nuts, popcorn and pretzels . . . that total was a close second to the nearly $2.1 billion Canadians spent in December, leading into the holiday season.”
