This Halloween, the real fright isn’t in haunted houses, it’s happening right in the candy aisles of America’s grocery stores. We surveyed over 6,000 consumers to uncover a chilling trend: while Halloween spirit remains strong, rising prices are forcing shoppers to rethink their candy-buying habits, and that shift could have a lasting impact on retailers and candy manufacturers heading into the all-important fourth quarter. This year will be one for the books, as households are changing how they buy for one of the biggest holidays of the year.
But, what does this mean for brands and retailers? Communication. Transparency. Moments that Matter. Brands will need to ensure transparency in their communication (for example, if they are changing packaging, let consumers know) and they’ll need to meet consumers at the moment that is more convenient for them. Consumers don’t want to search for products, they want clear displays, products on-shelf, and discounts on their everyday rewards platforms.
The Frightening Numbers Behind Halloween 2025
Inflation is giving candy lovers quite a scare this year. A striking 86% of consumers told us they’ve noticed candy prices climb compared to 2024, and more than half say their Halloween budget has been directly hit by inflation and tariff-related price hikes. Among those affected, a staggering 79% have cut back, or plan to, on their total candy purchases. That’s a big signal that shoppers are watching their wallets as closely as their kids’ candy buckets.
We’re also seeing what could be described as a Great Candy Recession. A full 83% of Halloween shoppers plan to keep total holiday spending under $100, and within that group, 82% are buying less candy than usual. For candy manufacturers that rely on Halloween for a seasonal boost, that’s a sobering reality that could haunt fourth-quarter performance if trends continue.
Then there’s what we’re calling the Budget Bloodbath. Nearly seven in ten shoppers are capping their candy spending at just $20 which is a sharp drop from the upwards of $50 spent in previous years. It’s a clear reminder that consumers are being more intentional about their purchases, trading excess for efficiency.
Still, it’s not all gloom and doom in the candy aisle. In what we’ve dubbed Strategic Survival Mode, about 41% of consumers say they’re shopping earlier than ever to hunt for deals. That’s reshaping what used to be a frantic, last-minute candy rush into a longer, more deliberate buying season. For brands and retailers, that means timing, and visibility, are everything.
The Sweet Spot: Health-Conscious Alternatives Gain Traction
Even amid tighter budgets, there’s a silver lining (or perhaps a sweet one). A growing number of consumers are seeking better-for-you Halloween treats, signaling that health-conscious choices aren’t just for January resolutions anymore.
While 47% of shoppers remain loyal to classic candies, a notable segment is reaching for premium, wellness-oriented options. The top contenders include:
These numbers suggest a promising opportunity for brands that can balance indulgence with innovation, delivering products that feel festive without the guilt.
Turning Scares into Strategy
As shoppers navigate tighter budgets and shifting priorities, one thing is clear! Halloween is evolving, not disappearing. The spooky season remains a powerful moment for connection, creativity, and commerce, but brands and retailers need to meet consumers where they are: balancing value, availability, and authenticity.
The winners this season will be those who:
At Trax, we see these shifts as an opportunity. They are an opportunity to rethink retail execution and use real-time data to stay ahead of consumer behavior. Because when brands understand what’s really happening in the aisle, they can turn even the scariest market conditions into sweet success stories.
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