Halloween Shopping Faces Price Surge as Consumers Prepare for Costlier Celebration
- Halloween spending is projected to reach $13.5 billion, up from $13.1 billion last year.
- Candy prices have increased by 7.7%, with overall inflation affecting Halloween-related costs.
- Shoppers are shifting towards smaller candy packages and value alternatives due to rising prices.
Halloween shopping has become more expensive this year, with price increases affecting everything from candy to pumpkins. Consumers are facing rising costs as they prepare for the holiday, impacting companies like Hershey.
According to the National Retail Federation, Americans are expected to spend $13.5 billion on Halloween in 2026, an increase from last year’s $13.1 billion. “Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” stated Allison Zeller, NRF vice president of industry and consumer insights.
Inflation is impacting prices across various Halloween items. This year, the average retail price of pumpkins has climbed to $5.36, a rise of 11% since September 2020, as reported by the U.S. Department of Agriculture. Severe drought conditions have led to reduced yields in Texas, a state known for pumpkin production.
Candy and Chocolate Trends
Candy remains one of the largest expenses during Halloween, with prices rising faster than the general rate of food inflation. Candy and chewing gum prices were up 7.7% in September 2026 compared to the previous year, while the sugar-and-sweets category increased by 5.5%. Weather disruptions due to El Niño have contributed to a tighter sugar supply.
Food economist Richard Volpe remarked, “As Halloween swiftly approaches, candy stands out in the grocery store as one of the more expensive categories, relative to prices last year.” Early market data from Nielsen IQ indicated a decline in Halloween candy sales of 11.7% through September 19, but the decrease moderated to 6.7% by mid-October.
Chocolate, in particular, has faced challenges, especially following a disruption in cocoa supply from West Africa. Potential weather events, such as El Niño, may further affect future cocoa production. Although cocoa prices have fallen from historic highs, this reduction has yet to reflect in chocolate prices, which Wells Fargo estimates will be about 8% higher than last Halloween.
Halloween chocolate sales showed a decline of 7.2% compared to last year, with a noticeable decrease in milk chocolate sales. Nielsen IQ projected a $33.1 million drop in Halloween chocolate sales, primarily driven by a $34.4 million decline in milk chocolate sales, while dark chocolate saw a $2.3 million increase. Overall Halloween candy, gum, and mint sales fell by 6.7%.
To stimulate consumer spending, retailers like Walmart and Target are offering discounts. Shoppers are increasingly gravitating towards smaller candy packages, with sales of packs of nine ounces or less rising by 24% in dollar terms, while larger package sales decline.
Wells Fargo anticipates a shift in consumer preferences toward value packs and candy alternatives with less cocoa content. “Consumers will continue buying candy, but shopping baskets are likely to contain fewer chocolate pieces, more value packs, and a greater share of gummies, sour products, wafers, caramel, and other lower-cocoa alternatives,” noted David Branch, sector manager at the Wells Fargo Agri-Food Institute.
Hershey continues to face challenges, with reports indicating a decrease in its organic sales growth forecast for 2026 and concerns regarding “consumer and cost pressures” affecting its outlook. Analyses suggest adjustments in pricing strategies as Hershey prepares to navigate the tighter market conditions.
News Courtesy of CNBC
