Americans expect to spend $13.5 billion on Halloween this year, up from last year's record $13.1 billion, according to the National Retail Federation, even as shoppers weigh affordability. Candy and chocolate prices are rising faster than broader food inflation: candy and chewing gum prices were up 7.7% in September from a year earlier, and Halloween chocolate dollar sales fell 7.2% through the nine weeks ended Oct. 17, per NIQ. Wells Fargo estimates chocolate prices will be about 8% higher than last Halloween, as much of the chocolate on shelves was made with cocoa bought six to 12 months earlier and falling cocoa prices have yet to reach stores. Hershey lowered its 2026 organic sales growth forecast to 3% from 3%-3.5%, and Jefferies analyst Scott Marks sees flattish organic growth in the fourth quarter.
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- Candy prices give Halloween shoppers a fright as costs keep rising
Halloween candy prices have jumped 78% between 2020 and 2025, according to Finance Buzz, more than triple the rate of inflation. A 100-piece bag now costs $16.96, up 3.5% from last year and 71% from 2021. Chocolate prices keep climbing even though wholesale cocoa prices have fallen 70%, with lower cocoa supply cited, while hard candies and gummies are up about 5% and chocolate 11 to 12%. The National Retail Federation expects Americans to spend $13.5 billion on Halloween items, almost 4% more than last year, despite the higher prices.
- Candy prices give Halloween shoppers a fright as costs keep rising
Halloween candy prices rose 78% between 2020 and 2025, according to Finance Buzz, more than triple the rate of inflation. A 100-piece bag now costs $16.96, up 3.5% from last year and 71% from 2021, and a six-pack of Hershey's milk chocolate bars that cost about $4 six years ago now costs roughly double. Causes cited include lingering COVID effects, global production disruptions, climate change and tariffs, plus lower cocoa supply that has pushed chocolate prices up 11% to 12%, even as wholesale cocoa prices fell 70%. Hard candy and gummies rose about 5%, and InvestorsObserver found the same budget buys about 40% less candy than in 2020 as packages look big but hold less. Despite higher prices, the National Retail Federation expects Americans to spend $13.5 billion on Halloween items, up almost 4% from last year.
- Retail trade group forecasts healthy holiday sales , some from inflation
- Retail trade group forecasts healthy holiday sales, some from inflation
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