Halloween Candy Sales in the US are forecast to reach $4.1 billion in 2026 inside a record $13.5 billion Halloween season, according to the National Retail Federation. Candy and gum prices rose 7.7% in the year to September, more than twice the 3.7% overall inflation rate, and NielsenIQ reports Halloween candy sales down 6.7% in the month ending October 17.
Halloween Candy Sales in America 2026 – Introduction
Halloween Candy Sales in the US are caught between record spending plans and record prices in 2026. The National Retail Federation (NRF) expects $13.5 billion in total Halloween spending, with $4.1 billion going to candy. Yet NielsenIQ tracking shows Halloween candy sales fell 6.7% in the month ending October 17. Price explains much of the gap. Candy and gum cost 7.7% more in September than a year earlier, and shoppers are buying smaller bags much closer to the day.
This report brings together the NRF’s annual survey, NielsenIQ sales tracking, Bureau of Labor Statistics price data, a Groundwork Collaborative and Century Foundation price study, Hershey’s company filings, CandyStore.com rankings and a LendingTree consumer survey. It covers total spending, candy budgets, price increases, the sales slump, the most popular treats and how Americans plan to celebrate. Each figure carries a named source, so readers can verify every claim directly and trace how each number was produced.
Interesting Fact(s) About Halloween Candy Sales in the US 2026
Candy and Gum Prices vs Overall Inflation, 12 Months to September 2026 (%, each block = 0.5)
Candy and gum ███████████████ 7.7
All items ███████ 3.7
| Fact | 2026 Data |
|---|---|
| Total Halloween spending forecast | $13.5 billion |
| Candy spending forecast | $4.1 billion |
| Consumers planning to buy candy | 96% |
| Average Halloween spend per person | $115.14 |
| Candy and gum price rise, 12 months to September | 7.7% |
| Halloween candy sales, month ending October 17 | Down 6.7% |
| Consumers planning to celebrate | 74% |
| Most popular candy (CandyStore.com) | M&M’s |
Source: National Retail Federation and Prosper Insights & Analytics (September 1 to 9, 2026); U.S. Bureau of Labor Statistics; NielsenIQ; CandyStore.com
Candy remains the one purchase almost every household makes. 96% of Halloween shoppers plan to buy it, and the category adds up to $4.1 billion. The NRF’s overall figure of $13.5 billion sets a record, and the average planned spend of $115.14 per person is almost level with $114.45 in 2025.
Price pressure is the story underneath. Candy inflation of 7.7% is more than double the 3.7% all-items rate. NielsenIQ’s 6.7% sales decline shows that shoppers are responding, mostly by buying fewer large bags and waiting until the last week. Planned spending and actual purchases do not always match, and the gap is widest in the candy aisle.
Total Halloween Spending in the US 2026 | NRF Record Forecast by Year
NRF Halloween Spending Forecast (US$ billions, each block = $0.5B)
2019 ████████████████ 8.08
2020 ████████████████ 8.05
2021 ████████████████████ 10.1
2022 █████████████████████ 10.6
2023 ████████████████████████ 12.2
2024 ███████████████████████ 11.6
2025 ██████████████████████████ 13.1
2026 ███████████████████████████ 13.5
| Metric | 2025 | 2026 Forecast |
|---|---|---|
| Total Halloween spending | $13.1 billion | $13.5 billion |
| Average spend per person | $114.45 | $115.14 |
| Consumers celebrating | 73% | 74% |
| Survey sample | Not reported | 7,889 consumers |
Source: National Retail Federation and Prosper Insights & Analytics (survey fielded September 1 to 9, 2026, margin of error plus or minus 1.1 points)
The NRF forecasts $13.5 billion for 2026, up from the $13.1 billion record in 2025. Spending has grown more than 68% since 2019, when it was $8.08 billion, though that gain is not adjusted for inflation. The only recent dip came in 2024, at $11.6 billion. The average person plans to spend $115.14, just above last year’s $114.45.
Participation helps explain the record. 74% of consumers plan to celebrate, against 73% last year and 68% in 2019. The NRF surveyed 7,889 adults, and its margin of error is 1.1 points. Not every survey agrees. LendingTree’s separate poll of 2,000 adults found planned spending falling 16%, and the budgeting section below explains why.
Halloween Candy Spending in the US 2026 | Candy, Decorations & Costumes
Planned Halloween Spending by Category (US$ billions, each block = $0.25B)
Costumes ██████████████████ 4.4
Decorations █████████████████ 4.3
Candy ████████████████ 4.1
Cards ███ 0.8
| Category | Share of Shoppers | Spending |
|---|---|---|
| Candy | 96% | $4.1 billion |
| Decorations | 78% | $4.3 billion |
| Costumes | 71% | $4.4 billion |
| Greeting cards | 42% (up from 38%) | $0.8 billion |
| Children’s costumes | Not reported | $1.5 billion |
| Adult costumes | Not reported | $2 billion |
| Pet costumes | Not reported | $0.92 billion |
Source: National Retail Federation and Prosper Insights & Analytics (2026 Halloween survey); CandyStore.com (candy per-person average)
Candy is the most popular purchase but not the biggest line. Costumes lead at $4.4 billion, followed by decorations at $4.3 billion, then candy at $4.1 billion. Candy still wins on reach. 96% of shoppers buy it, compared with 78% for decorations and 71% for costumes. CandyStore.com reports that candy spending is up from $3.9 billion, and the average shopper plans $34.79 on candy, compared with $34.24 last year.
Costumes split across age groups. Adults plan $2 billion, children $1.5 billion and pets $0.92 billion. Greeting cards are growing, with 42% of shoppers planning to buy them, up from 38%, for $0.8 billion. Candy’s per-person budget barely moved, so higher prices mean fewer pieces in the bowl, not a bigger bill.
How Americans Budget for Halloween in 2026 | Early Shopping, Discounts & Debt
Where Americans Plan to Buy Halloween Items (% of shoppers, each block = 2%)
Discount stores ████████████████████ 39
Halloween stores ████████████████ 32
Online ██████████████ 27
Local and small ███████ 13
| Metric | 2026 Data |
|---|---|
| Start shopping in September or earlier | 49% (up from 34% in 2016) |
| Shop at discount stores | 39% |
| Will comparison shop if prices rise | 31% |
| Will look for coupons or sales | 26% |
| Use AI tools for Halloween shopping | 47% |
| LendingTree average spend per celebrator | $162 (down from $192) |
| Skipping some purchases (LendingTree) | 61% |
| Expect to pay with debt (LendingTree) | 24% |
Source: National Retail Federation and Prosper Insights & Analytics (2026); LendingTree 2026 Halloween spending survey (2,000 US consumers, October 2026)
Halloween has become a season. 49% of consumers begin shopping in September or earlier, up from 34% in 2016. Discount stores lead at 39%, followed by Halloween specialty stores at 32% and online at 27%. If prices run high, 31% will comparison shop and 26% will look for coupons or sales. 47% use AI tools to plan, mostly for ideas and recommendations.
LendingTree paints a tighter picture. Its survey puts average spending at $162, down 16% from $192, with 80% planning to buy anything, down from 90%. 61% will skip some purchases, led by candy at 35%, decorations at 31% and costumes at 29%. 24% expect to use debt. Households that hand out candy expect to spend $73 on it.
Halloween Candy Price Increases in the US 2026 | Brands, CPI & Manufacturer Margins
Halloween Candy Price Increases (%, each block = 1 point)
Mondelez gummy packs ███████████████████████████████████████ 39
Hershey seasonal Reese's ███████████████████████ 23
Ferrero chocolate packs ███████████████████ 19
Overall Halloween candy ███████████████ 15.3
BLS candy and gum ████████ 7.7
BLS all items ████ 3.7
| Indicator | 2026 Data |
|---|---|
| BLS candy and gum, 12 months to September | 7.7% |
| BLS candy and gum, 12 months to September 2025 | 9.8% |
| BLS candy and gum, 12 months to September 2020 | 2.3% |
| Candy and gum since August 2019 | 54% (all items 31%) |
| Halloween candy basket, past year | 15.3% |
| Mondelez gummy variety packs | 39% |
| Hershey seasonal Reese’s | 23% |
| Hershey North America confectionery price realization, Q2 | About 14 points |
Source: U.S. Bureau of Labor Statistics (September 2026 CPI); Groundwork Collaborative and The Century Foundation (October 2026); The Hershey Company (Q2 2026 results)
Candy has outrun inflation for years. The Bureau of Labor Statistics shows candy and gum up 7.7% in the year to September, following 9.8% a year earlier and only 2.3% in 2020. Since August 2019, candy and gum prices have climbed 54%, against 31% for all consumer prices. The Consumer Price Index Statistics in US report tracks the wider trend.
Brand-level hikes run higher. The Groundwork Collaborative and Century Foundation measured 15.3% across a Halloween basket, with Mondelez gummy packs up 39%, Hershey’s seasonal Reese’s up 23% and Ferrero chocolate packs up nearly 19%. Hershey’s North America confectionery segment booked about 14 points of price realization in the second quarter while volume fell about 10 points. Margins at Hershey and Mondelez rose 50% and 30%, the analysis says.
Halloween Candy Sales Slump in the US 2026 | NielsenIQ Data & Cocoa Costs
Cocoa Price Swings (US$ per metric ton, each block = $250)
Jan 2025 record ███████████████████████████████████████████ 10,710
Sep 2026 ████████████████████████ 5,920
Mar 2026 low █████████████ 3,241
| Metric | 2026 Data |
|---|---|
| Halloween candy sales, month to October 17 | Down 6.7% |
| Candy sales in mid-September | Down 11.7% |
| Only format with sales growth | Small bags |
| Non-chocolate candy price per pound | $6.08 (down 3%) |
| Regular gasoline average | $4.29 (up nearly 40%) |
| Cocoa record, January 2025 | $10,710 per metric ton |
| Cocoa low, March 2026 | $3,241 per metric ton |
| Cocoa price, September 2026 | About $5,920 per metric ton |
Source: NielsenIQ (via Associated Press, October 24, 2026); World Bank Commodity Price Data; U.S. Bureau of Labor Statistics
NielsenIQ reports that Halloween candy sales fell 6.7% in the month ending October 17, after a 11.7% decline in mid-September erased early-season gains. Small bags are the only format that grew. Large and extra-large bags took the steepest losses. Chris Costagli of NielsenIQ blames gasoline at $4.29, nearly 40% above last year, because fuel and housing costs leave less room for treats.
Even lower prices have not helped. Non-chocolate candy costs $6.08 per pound, about 3% less than last year, yet sales did not rise. Cocoa tells the cost side. Prices hit $10,710 per metric ton in January 2025, dropped to $3,241 in March 2026, and recovered to about $5,920 by September. Retail packs still reflect cocoa bought at higher prices. The Cost of Living Statistics in US report covers the broader squeeze.
Halloween Candy Maker Results in the US 2026 | Hershey Pricing, Volume & Margins
Hershey North America Confectionery: Price vs Volume (points)
Q1 price ████████████ +12
Q1 volume ████ -4
Q2 price ██████████████ +14
Q2 volume ██████████ -10
| Metric | 2026 Data |
|---|---|
| Q1 North America confectionery net sales | $2,489.9 million (up 8.3%) |
| Q1 net price realization | About 12 points |
| Q1 volume change | Down about 4 points |
| Q2 North America confectionery net sales | $2,173.6 million (up 4.2%) |
| Q2 net price realization | About 14 points |
| Q2 volume change | Down about 10 points |
| Q2 segment income | $705.8 million (up 40.1%) |
| Q2 segment margin | 32.5% (up 830 basis points) |
Source: The Hershey Company, Q1 and Q2 2026 earnings releases and Form 10-Q filings (U.S. Securities and Exchange Commission)
Hershey’s results show how price drives revenue while volume slips. In the first quarter, North America confectionery net sales rose 8.3% to $2,489.9 million, with about 12 points of price and a volume decline of about 4 points. In the second quarter, sales rose 4.2% to $2,173.6 million, price added about 14 points and volume fell about 10 points. The company points to price elasticity.
Profit grew faster than sales. Second-quarter segment income rose 40.1% to $705.8 million, lifting segment margin by 830 basis points to 32.5%. Lower commodity costs and supply chain savings helped. Hershey’s candy, mint and gum takeaway rose 3.7% in the 12 weeks to July 19, yet its market share declined as competitors launched new products. Shoppers pay more per bag and take home less candy than they did a year ago.
Halloween Candy Pack Sizes & Value in the US 2026 | Shrinking Bags and Smaller Trips
Pieces in a Mars Variety Pack at About $19.87 (each block = 10 pieces)
Five years ago █████████████████████████ 250
2026 (Aldi) ██████████████ 135
| Metric | 2026 Data |
|---|---|
| Aldi Mars variety pack price | $19.87 |
| Pieces in the 2026 pack | 135 |
| Pieces in a pack at a similar price five years ago | 250 |
| Price per piece in 2026 (calculated) | About $0.15 |
| Price per piece five years ago (calculated) | About $0.08 |
| Candy and gum prices over five years | 44% |
| Food at home prices over five years | 22.5% |
| Only bag format with sales growth | Small bags |
Source: NielsenIQ and U.S. Bureau of Labor Statistics (via Associated Press, October 24, 2026); Circana commentary
The pack math is blunt. Aldi advertised a 135-piece Mars variety pack for $19.87. Shoppers paid close to that for a 250-piece pack five years earlier. Calculated per piece, that is about $0.15 now versus about $0.08 then, almost double. Government data shows candy and gum up 44% over five years while food eaten at home rose 22.5%.
Shoppers respond by changing how they buy. Circana’s Sally Lyons Wyatt says households make smaller, more frequent grocery trips and buy right before use. Small bags are the only size growing, and large and extra-large bags lag. The NRF adds that 34% of consumers look for items they can reuse in future years, so budgets stretch across seasons rather than resetting each autumn.
Most Popular Halloween Candy in the US 2026 | Rankings, Chocolate vs Non-Chocolate
Non-Chocolate Share of US Candy Sales (%, each block = 1 point)
2015 █████████████████████████████████ 33
2025 █████████████████████████████████████████ 40.9
| Rank | Candy (CandyStore.com 2026 Projection) |
|---|---|
| 1 | M&M’s |
| 2 | Sour Patch Kids |
| 3 | Skittles |
| 4 | Reese’s Cups (down from 2) |
| 5 | NERDS Gummy Clusters |
| 6 | Hot Tamales |
| 7 | Starburst |
| 8 | Candy Corn |
| 9 | Hershey’s Mini Bars |
| 10 | Butterfinger |
Source: CandyStore.com 2026 Halloween candy ranking (18 years of sales data); National Confectioners Association
M&M’s hold the top spot for the second straight ranking, followed by Sour Patch Kids and Skittles. Reese’s Cups fall from second to fourth and lead only 2 states. CandyStore.com’s separate survey crowned Snickers the best Halloween candy, the first time Reese’s has not won since the survey began in 2014. The same survey named candy corn the worst, though it still ranks 8th on sales. Rankings differ by method: Instacart ranked Reese’s first by ounces sold in October 2025, leading 40 states and Washington, D.C.
Non-chocolate candy keeps gaining. It grew from about one third of sales in 2015 to 40.9% in 2025, according to the National Confectioners Association, inside a $55 billion confectionery category. Sour Patch Kids tied M&M’s with 10 state wins, and 7 of 12 states that picked a new favorite swapped a chocolate staple for a non-chocolate treat.
How Americans Celebrate Halloween in the US 2026 | Activities & Costumes
Top Halloween Activities (% of consumers, each block = 2%)
Hand out candy ██████████████████████████████ 61
Dress in costume █████████████████████████ 50
Decorate home █████████████████████ 42
Carve pumpkins █████████████████████ 42
Watch scary movies █████████████████████ 42
| Activity or Costume | 2026 Data |
|---|---|
| Hand out candy | 61% |
| Dress in costume | 50% |
| Decorate home or yard | 42% |
| Carve pumpkins | 42% |
| Watch scary movies | 42% |
| Children dressing as Spider-Man | 4.6 million |
| Adults dressing as a witch | 4.8 million |
| Pets dressing as a pumpkin | 11.6% |
Source: National Retail Federation and Prosper Insights & Analytics (2026 Halloween survey)
Handing out candy is the top activity at 61%, ahead of wearing a costume at 50%. Decorating, pumpkin carving and scary movies each draw 42%. Candy bowls matter to more than the holiday itself. Many households decide when and how much to buy based on trick-or-treater traffic, which explains late, small purchases.
Costume choices follow familiar patterns. 4.6 million children plan to dress as Spider-Man, 2.3 million as a superhero and 2.2 million as a princess. Adults favor witches at 4.8 million and vampires at 4.2 million. Pets join in too, with a pumpkin the top costume at 11.6%. The Black Friday Statistics in US report covers the next big retail event after Halloween.
Halloween Candy Sales in the US 2026 FAQs
How much will Americans spend on Halloween candy in 2026?
The NRF expects Americans to spend $4.1 billion on candy in 2026, inside a record $13.5 billion Halloween season. 96% of consumers plan to buy candy, spending about $34.79 each on average.
How much have Halloween candy prices risen in 2026?
Candy and gum prices rose 7.7% in the year to September, according to the Bureau of Labor Statistics. A Groundwork Collaborative and Century Foundation study found a 15.3% rise across a Halloween basket.
Are Halloween candy sales down in 2026?
Yes. NielsenIQ reports that Halloween candy sales fell 6.7% in the month ending October 17, 2026. Small bags were the only format with growth, while large bags had the steepest declines.
What is the most popular Halloween candy in 2026?
CandyStore.com ranks M&M’s first, followed by Sour Patch Kids and Skittles. Reese’s Cups fell from second to fourth. Snickers won CandyStore.com’s best-candy survey.
Why is Halloween candy so expensive in 2026?
Cocoa costs, tariffs, sugar and company pricing all play a part. Cocoa hit $10,710 per metric ton in January 2025. Hershey booked about 14 points of price realization in the second quarter.
How much do Americans spend on Halloween per person in 2026?
The NRF forecasts $115.14 per person, up slightly from $114.45 in 2025. LendingTree’s survey of celebrators puts the average at $162, down 16% from $192.
How many Americans celebrate Halloween in 2026?
The NRF reports that 74% of consumers plan to celebrate in 2026, up from 73% in 2025 and 68% in 2019. Handing out candy is the top activity at 61%.
Where do Americans buy Halloween candy in 2026?
Discount stores lead at 39%, followed by Halloween and costume stores at 32% and online at 27%. Local and small businesses reach 13%, almost double the 7% recorded in 2016.
Is Hershey raising Halloween candy prices in 2026?
Yes. Hershey reported about 14 points of net price realization in North America confectionery in the second quarter of 2026, with volume down about 10 points. Seasonal Reese’s rose 23% in one analysis.
How are shoppers changing how they buy Halloween candy in 2026?
Shoppers buy smaller bags, make more frequent trips and wait until closer to the holiday. NielsenIQ says small bags were the only format with sales growth, and 49% of consumers still start shopping by September.
What does the LendingTree survey say about Halloween in 2026?
LendingTree found planned spending falling 16% to $162 from $192, with 80% planning purchases, down from 90%. 61% will skip some items, and candy is the most skipped at 35%.
How much of US candy sales are non-chocolate in 2026?
The National Confectioners Association reports non-chocolate candy reached 40.9% of sales in 2025, up from about one third in 2015. The category sits inside a $55 billion confectionery market.
Disclaimer: This research report is compiled from publicly available sources. While reasonable efforts have been made to ensure accuracy, no representation or warranty, express or implied, is given as to the completeness or reliability of the information. We accept no liability for any errors, omissions, losses, or damages of any kind arising from the use of this report.