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Candy IndustryRetailersCandy ManufacturersChocolate ProductsCandy Industry News

Amazon pulls in $19.5 million in candy sales during 2017 Halloween season

Mars dethrones Hershey as purveyor of best-selling Halloween treats.

By Alyse Thompson-Richards
Halloween buckets stock
October 31, 2017

Amazon has had a “spook-tacular” Halloween, according to sales figures released by ecommerce data and analytics firm One Click Retail.

The online retailer pulled in $13 million in candy sales in October alone, up from $8.5 million in October 2016. That’s on top of the $6.5 million in candy sales Amazon generated in September — $1.5 million more than September 2016.

Chocolate candy accounted for $8 million of October’s total, while non-chocolate candy pulled in $5 million.

“In an average month, the Candy category is usually about a 50/50 split between Chocolate Candy and Non-Chocolate Candy — in fact in September 2017 non-chocolate actually sold 17 percent more — but in October chocolate experiences a much larger sales lift,” One Click Retail Marketing Director Jacob Andra wrote.

And the most popular treats ordered from Amazon? Here are the Top 10:

  • Mars Chocolate Halloween Candy Variety Mix 126.3-Ounce 400-Piece Bag

  • Mars Chocolate Favorites Halloween Candy Bars Variety Mix 96.2-Ounce 250-Piece Bag

  • Mars Chocolate Minis Size Candy Bars Variety Mix 67.2-Ounce 240-Piece Bag

  • Mars Chocolate and More Favorites Halloween Candy Variety Mix 95.1-Ounce 250-Piece Bag

  • Hershey Chocolate Candy Bar Variety Pack, 18-ct. Box

  • Brach’s Sweet and Sour Kiddie Candy Mix, 69.8 Ounce

  • Mars Chocolate Fall Harvest Minis Size Candy Bars Variety Mix 45.8-Ounce Bag

  • Nestle Halloween Candy Assorted Sugar Mix-Ups, 200 pieces, 53.3 oz Bag

  • Airheads Bars Variety Pack (60 Bars)

  • Skittles Starburst, Fruity Candy Variety Box, 30 Single Packs

Andra noted this ranking looks quite different from last year’s list.

“Hershey, the largest chocolate manufacturer in North America, supplied Amazon’s best-selling Halloween candy in 2016, a candy bar variety pack, as well as well as four other items in the top 10,” he wrote. “In 2017, the former top seller has dropped to No. 5 and is now the only Hershey’s item appearing in the Top 10. The real winner of this Halloween season is Mars, which holds the top 4 best-selling candy items overall, all of them variety packs. The top item, a Halloween-specific Mars variety mix in a whopping 400-piece size, is a Halloween-specific item not available in 2016.”

Candy is only half of the Halloween equation, however. Amazon sold $40 million in costume items in October, equal to October 2016. Wonder Woman, skeleton catsuits and T-Rexes dominated the Top 10. Best-selling costumes include:

  • Rubie’s Costume Co Jurassic World T-Rex Inflatable Costume, Multi, One Size

  • Disney Princess Dress Up Trunk – Amazon Exclusive

  • Leg Avenue Men’s Top Gun Flight Suit Costume, Khaki/Green, Medium/Large

  • DC Comics Wonder Woman T-Shirt With Cape And Headband, Red, Large Costume

  • Leg Avenue Women’s Spandex Printed Glow-In-The-Dark Skeleton Catsuit, Black

  • Ghostbusters Costume With Inflatable Backpack, Tan, Adult Standard

  • Leg Avenue Women’s Spandex Printed Glow-In-The-Dark Skeleton Catsuit, Black

  • Elope Where’s Waldo Adult Costume Kit, Red/White, Small/Medium

  • Dragon Ninja Weapon Backpack Weapon Set

  • Rubie’s Costume Co Jurassic World T-Rex Inflatable Costume (Child’s)

“If you read the news, you’d be forgiven for thinking that Halloween costumes are highly trend-driven: Some variation of ‘This year’s hottest Halloween costumes’ appears in every publication,” Andra wrote. “But if Amazon’s sales are any indication, most costume shoppers aren’t trying to make a statement.”

Six of the Top Ten costume items carried over from last year, including Rubie’s T-Rex Inflatable Costume, which has been the best-selling costume since mid-2016 and currently holds more than six times the sales of the runner-up, Andra noted.

KEYWORDS: Amazon halloween Halloween candy Halloween candy data Hershey Mars Online confectionery sales

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Alyse thompson 200px
Alyse Thompson-Richards has held many positions with BNP Media, first serving as an intern at Candy Industry magazine in summer 2012. She joined Candy Industry's staff full time as associate editor in August 2016 after a few years at newspapers in West-Central Illinois, becoming managing editor in March 2019. Alyse has also served as managing editor of Cannabis Products magazine since March 2019, and is currently the editor-in-chief of Food Engineeering magazine. She has bachelor’s degrees in journalism and Spanish from Western Illinois University.

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