• Americans are expected to spend $3.9 billion on Halloween candy in 2025.
  • Overall spending will top $13 billion, according to NRF data.
  • Dozens of once-popular Halloween candies have been discontinued over the years.

Halloween drives a lot of spending.

Consumers buy costumes, throw parties, and of course, eat tons and tons of candy.

That won’t change this year, but Americans are worried about prices and are taking steps to stay on budget.

“Consumers are doing what they can to make sure they get their fill of festive frights, with 70% taking at least one cost-saving measure to ensure a Happy Halloween. The most popular is reusing items from previous years, as consumers don the same costumes and rehang décor, or get creative by revamping old items into something new,” according to the National Retail Federation (NRF).

The trade association expects that total Halloween spending will top $13 billion. Costumes ($4.3 billion) and decorations ($4.2 billion) lead the spending, but candy will be just behind these at $3.9 billion.

Halloween’s appeal is partly that it’s normal — something most Americans enjoy without any of the divisiveness that has permeated much of our culture over the past few years.

“People are looking for that connection. They’re looking for that sense of normalcy. They’re looking for some fun at a time when the headlines aren’t always fun,” NRF Industry and Consumer Insights Katherine Cullen shared.

Halloween consumer spending highlights for 2025:

  • 79% of shoppers anticipate prices will be higher this year specifically because of tariffs.
  • Top holiday activities include handing out candy (66%), dressing up in costume (51%), and decorating the home or yard (51%).
  • Total spending on candy is expected to reach $3.9 billion.
  • 2.3 million children plan on dressing up as Spider-Man and 1.9 million as a princess this year.
    Source: NRF
Halloween candy is a nearly $4 billion business.

Brandon Bell/Getty Images

Candy is a major part of Halloween

While Halloween seems like a uniquely American holiday, it’s actually a global phenomenon.

“The global Halloween candy market size was USD 23.93 billion in 2023 and is projected to reach USD 36.81 billion by 2032, expanding at a CAGR of 4.9% during 2024–2032. The market growth is attributed to the rising demand for premium and gourmet candies,” according to DataIntelo’s Halloween Candy Market Outlook 2032.

A number of factors are driving increased Halloween candy sales.

“Increasing popularity of themed candies is expected to boost the market. Halloween is a widely celebrated holiday in many countries that thrives on themes and creativity. Themed candies, whether shaped as popular characters or inspired by movies and TV shows, cater to consumers seeking variety and excitement in their confectionery choices,” the report shared.

Health concerns are also a factor in what candies people buy.

“Growing consumer awareness of health and wellness encourages them to search for products that match their dietary preferences and lifestyle choices. This includes candies made with organic or natural ingredients, free from artificial colors and flavors,” DataIntelo added.

American tastes have also shifted when it comes to Halloween candy.

“Last year, 52% of the total volume of Halloween candy sold in the U.S. was made of chocolate, according to Dan Sadler, a principal for client insights at the market research company Circana. But in the 12 weeks ending Oct. 5, chocolate accounted for 44% of the Halloween candy sold in the U.S.,” WESH reported.

Rising cocoa prices could be part of the reason for that.

“Chocolate Halloween candy in the U.S. cost an average of $8.02 per pound in the 12 weeks ahead of Oct. 5, while non-chocolate candy cost an average of $5.77 per pound,” Sadler told the television station.

Halloween candies sometimes get discontinued

Not every Halloween candy has endured. Some items fall out of favor or never quite catch on enough to become a holiday staple.

“Your favorite candies didn’t disappear overnight; they were often casualties of shifting market trends and evolving consumer preferences,” CandiesandSweets.com reported.

Health concerns are a factor, as consumers move away from candy with artificial flavors, high sugar content, and unhealthy ingredients.

More Retail:

  • Discount chain closing locations in multiple states
  • Top AutoZone exec makes a move shareholders should know about
  • Amazon made a change to Prime shopping to take on Target, Walmart

In addition, changing demographics have played a factor.

“Emerging generations, particularly Millennials and Gen Z, have different tastes and preferences compared to previous generations. As these cohorts became the primary consumers, brand loyalty diminished among candies that relied on nostalgia alone,” the website shared.

The candy business is very competitive, and the list of discontinued Halloween candies is very long.

Major discontinued Halloween candies:

  • PB Max: Discontinued in the early 1990s despite strong sales. Mars reportedly ended it because company leadership disliked peanut butter.
  • Bonkers!: Fruity, chewy candy with juicy centers made by Nabisco that vanished in the mid-1990s after losing popularity.
  • Tart ’n’ Tinys (original): Tiny, chalky, fruit-flavored cylinders that were discontinued in the late 1990s. Briefly revived in a coated version that was later dropped.
  • Reggie! Bar: Chocolate, caramel, and peanuts bar named for Reggie Jackson that was discontinued in the 1980s, briefly revived in 1990.
  • Seven Up Bar: Candy bar with seven different filling sections that was discontinued in the 1970s.
  • PowerHouse Bar: Chocolate-covered caramel and peanuts bar from Hollywood Candy that was discontinued in the 1980s.
  • Milkshake Bar: A malt-flavored chocolate bar popular mid-century that was discontinued in the 1980s.
  • Marathon Bar: Long, braided caramel covered in chocolate that was discontinued in 1981.
  • Nestlé Alpine White: White chocolate bar with almonds that was discontinued in the 1990s.
  • Nestlé Wonder Ball (original version): Chocolate ball with small toy inside; pulled in the 1990s over safety concerns. Later reintroduced with candy inside.
  • Peanut Butter Oompas: Reese’s peanut butter and chocolate disks from the 1970s that were discontinued by Hershey.
  • Slo Poke Caramel Pops: Classic caramel pops discontinued in the 1990s that have made sporadic returns.
  • Bar None: Chocolate, wafer, and nut bar by Hershey that was discontinued in 1997.
  • Summit Bar: Crisp wafer bar with peanuts that was discontinued in the mid-1980s.
  • PB Crisp: Peanut-shaped cookie shell with peanut butter filling from Planters, which was discontinued in the late 1990s.
  • Hershey’s S’mores Bar: Released in the early 2000s and discontinued by the late 2000s.
  • Marathon Energy Bar (Mars): 1980s protein-style candy bar which was discontinued around 1989.
  • Razzles (chocolate flavor line) : The chocolate variation introduced in the 1980s was discontinued, although the fruit version remains.
  • Good & Fruity: Fruity cousin of Good & Plenty, which was discontinued around 2018 after multiple reformulations.
  • Brach’s Jelly Nougats: Classic Halloween mix candy, which had its production discontinued around 2023.
  • Choco’Lite: Aerated chocolate bar by Nestlé that was discontinued in the mid-1980s.
  • Swoops: Hershey’s chocolate chip-shaped “slices” that were discontinued in 2006.
  • Cookies ’n’ Mint Bar: Variant of Hershey’s Cookies ’n’ Creme that was discontinued in the early 2000s.
  • Butterfinger BB’s: Bite-size Butterfinger pieces that were discontinued in 2006 due to melting issues.
  • Twizzlers Pull-n-Peel Watermelon: Limited Halloween flavor discontinued mid-2010s.
    Sources: CandyFavorites.com, CandyWarehouse.com, Sweetie Candy Company

Related: Coca-Cola drops popular soda flavor from key venues, restaurants