Halloween Candy Sales Lag as Consumers Face Soaring Costs

Halloween candy sales have experienced a slow start this year, with U.S. consumers contending with elevated living expenses and significantly higher chocolate prices. According to NielsenIQ, a market research firm, Halloween candy sales decreased by 6.7% in the month leading up to October 17 compared to the same period in the previous year. This decline erased preseason gains that Halloween candy had seen in the preceding two years, with a notable 11.7% drop in candy sales mid-September.

Chris Costagli, a vice president at NielsenIQ, attributed the subdued demand for Halloween treats to high gas prices, which have intensified consumer concerns about affordability. "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 stated. "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. I just don’t have the financial means to buy it this year.'"

Data indicates that only small bags of candy have seen sales growth through mid-October, while larger and extra-large bags are experiencing the most significant declines. The price of candy and gum in the U.S. has been increasing at a rate exceeding overall inflation for several years. As of September, candy and gum prices were up 44% over a five-year period, compared to a 22.5% rise in prices for all food consumed at home during the same timeframe, according to government data.

This trend is exemplified by the pricing of chocolate bars. For instance, a 135-piece variety pack of Mars Inc. chocolate bars was advertised at $19.87, a price point close to what consumers paid for a 250-piece pack five years ago. The surge in cocoa prices is a primary driver, with global cocoa prices reaching a record high of $10,710 per metric ton in January 2025. This spike was attributed to adverse weather conditions in West Africa, a major cocoa-producing region, and speculative trading. Although cocoa prices have since decreased, they began to rise again in the spring due to disruptions in fertilizer supplies related to the Iran war and the anticipated impact of the El Niño weather pattern on production.

Even non-chocolate Halloween candies have not seen a sales boost despite price reductions. In the nine weeks ending October 17, the average price per pound for items like gummies and lollipops was $6.08, approximately 3% lower than the previous year, yet this did not translate into increased sales according to Nielsen data.

Industry experts suggest that consumers are becoming more deliberate in their purchasing habits, making smaller, more frequent grocery trips and buying items closer to their intended use. Sally Lyons Wyatt, a global executive vice president at market research company Circana, noted that this behavior might lead shoppers to delay 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," she 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, remains optimistic, stating that the peak Halloween selling period is just beginning and consumer enthusiasm is strong. Meanwhile, the average price of a gallon of regular gasoline in the U.S. stood at $4.29 as of Friday, nearly 40% higher than the previous year, contributing to broader affordability concerns among consumers.