U.S. consumers are expected to spend $3.9 billion on Halloween candy in 2025, according to the National Retail Federation’s (NRF's) annual survey, conducted by Prosper Insights & Analytics. Candy remains the top purchase category, ahead of costumes and decorations, contributing to a projected $13.1 billion in total Halloween spending.

Further data from the National Confectioners Association (NCA) shows that in 2024, total confectionery sales in the weeks leading up to Halloween reached $7.4 billion—a 2.2% increase over 2023—and accounted for nearly 18% of all confectionery retail sales for the year.

Despite concerns about rising prices due to tariffs, 66% of consumers plan to hand out candy this year. Per-person spending has reached a record $114.45, up nearly $11 from 2024.

Discount stores remain the leading retail channel for Halloween purchases, with 42% of consumers shopping at such retailers, followed by specialty stores and online platforms.

Retailers are responding to demand by launching seasonal promotions earlier, with many beginning in late August.

Social media continues to amplify Halloween culture, driving interest in themed experiences like “trick-or-treat tablescapes." Gen Z and millennial consumers are fueling growth through larger social gatherings, trick-or-treating, and full-family participation.

Industry analysts are watching whether seasonal momentum will carry into the winter holidays and if candy makers can convert record Halloween demand into sustained year-round growth.

Related: 98% of Americans will greet trick-or-treaters with chocolate and candy