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U.S. consumers plan to spend more on Halloween in 2026 even as candy prices remain under pressure. The National Retail Federation (NRF) and Prosper Insights & Analytics project total Halloween spending of $13.5 billion, up from the record $13.1 billion in 2025. That is a survey-based estimate of intended spending—not a tally of what shoppers ultimately spend. Candy is still the leading planned purchase, but reported price changes vary sharply by product and measurement.
What Americans plan to spend on Halloween in 2026
In a survey of 7,889 consumers conducted September 1–9, 2026, NRF and Prosper Insights & Analytics estimated that 74% planned to celebrate Halloween. Average planned spending was $115.14 per person, and the survey projected total seasonal spending of $13.5 billion. NRF reported a margin of error of plus or minus 1.1 percentage points. These figures describe plans, not completed purchases. NRF’s September 22, 2026 release details the survey and its methodology.
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Candy remained the most popular planned purchase: 96% of Halloween celebrants said they expected to buy sweets, and projected candy spending was $4.1 billion. NRF Vice President of Industry and Consumer Insights Allison Zeller said, “Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind.”
Are Halloween candy prices higher this year?
Several reported price measures show increases, but they cover different products and sources. They should not be collapsed into one claim that all Halloween candy rose by the same amount. The figures below were reported by AOL on October 11, 2026, which attributed them to the named organizations:
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| Measure | Reported change | Scope and attribution |
|---|---|---|
| Chewing gum and candy | Up 8.1% year over year | Bureau of Labor Statistics average prices, as reported by AOL; this is a broad category, not Halloween chocolate alone. |
| Chocolate overall | Up 9.4% | NIQ figure as reported by AOL; broader than seasonal Halloween products. |
| Halloween-specific chocolate | Up 1.7% | NIQ figure as reported by AOL; a seasonal chocolate measure distinct from chocolate overall. |
| Average non-chocolate candy price | $3.31, up 1.8% | PwC figure as reported by AOL; the article does not specify a package size in the cited figure. |
| Halloween chocolate | $5.67 per package, up 15.5% | PwC figure as reported by AOL; package scope differs from the other measures. |
The figures are not directly interchangeable: some are broad product categories, some are Halloween-specific, and the PwC chocolate figure is per package. AOL is the accessible reporting source for these particular values; the underlying datasets were not independently available here. AOL’s October 11, 2026 report gives its attributions and consumer examples.
Why chocolate costs can reflect older cocoa prices
AOL’s report says industry experts linked elevated chocolate prices partly to the earlier cocoa-price shock and to the delay built into manufacturers’ purchasing schedules. Citing IMF data, it reports that global cocoa prices quadrupled between January 2023 and January 2025. PwC Consumer Markets Industry leader Ali Furman said: “Because chocolate makers buy cocoa months, sometimes up to two years ahead, shoppers are paying for that spike now.”
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That lag is one possible part of the explanation, not proof that cocoa alone caused a particular retail increase. The reported candy measures differ by category, and the available figures do not quantify how much of any price change came from cocoa, tariffs, or other costs. AOL also cited consumer-price growth of 3.4% and wage growth of 3% over the prior year as household-budget pressures; those are time-sensitive figures reported in its October 2026 article.
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1Scan for outdated or missing drivers - takes under a minute2Repair Windows errors before they cause bigger problems3Fix the driver behind crashes, sound loss and screen glitchesHow shoppers are adjusting their Halloween plans
NRF’s survey found that planned responses to higher-than-expected Halloween prices varied: 31% said they would comparison shop, 26% would look for coupons or sales, and 34% would seek items they could reuse or repurpose. These are separate reported strategies, not mutually exclusive choices.
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- SOUR PATCH KIDS gummy snacks in kid shapes with assorted fruit flavors and fun watermelon slices with an intense watermelon flavor, for a SOUR THEN SWEET candy with a blast to your taste buds that's SOUR. SWEET. GONE.
- SWEDISH FISH candy with signature red gummy fish shape in a mini size for a classic sweet snack swimming in fruit flavor
- Sour gummies and sweet candy fish in treat-size snack packs that make great Halloween party favors and game prizes; wonderful Halloween treats to snack on during a scary movie night
- Halloween candies in individual snack packs to toss in trick or treat bags
For shopping destinations, discount stores were the most commonly planned option at 39%, followed by specialty Halloween or costume stores at 32% and online shopping at 27%. Those are survey responses about intended destinations, not evidence that any category offers the lowest prices.
Compare the cost of the candy you actually want
- Check the current price per ounce alongside the package price; a larger package is not automatically a better value.
- Compare piece count and the mix of chocolate and non-chocolate candy, since package sizes and contents can differ.
- Review ingredient, dietary, and allergen information before choosing a substitute or variety pack.
- Check sale timing and coupon terms, then compare the final price rather than assuming a discount is the best deal.
NRF’s findings support comparing prices and looking for promotions, but they do not establish that a particular retailer, package size, or shopping date will save money.
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- HALLOWEEN PARTY FAVORS: Satisfy everyone's taste buds with this mixture of halloween candy sweet treats during family get-togethers, tailgates, movie nights and campfires
- HALLOWEEN CANDY VARIETY PACK: Includes 275 individually wrapped kosher halloween candy for sharing with all your favorite people
- GREAT FOR TRICK OR TREATING: Use this halloween candy bulk Hershey assortment for trick or treat bags and Halloween party favor bags
- PERFECT FOR HALLOWEEN CANDY BOWLS: Put out these terrifyingly delicious assorted Halloween candy pieces at trick or treat and trunk or treat events
Why Halloween shopping starts early
NRF reported that 49% of consumers planned to begin Halloween shopping in September or earlier. The organization said shoppers cited excitement for fall as well as the chance to spread out budgets or find promotions. Starting earlier may give a household more time to compare prices, but it does not guarantee a lower price. NRF’s September 2026 coverage discusses the early-shopping trend.
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- HALLOWEEN CANDY: Contains one (1) 115-piece, 35.93-ounce bulk variety bag with HERSHEY'S chocolate bars, REESE'S Peanut Butter Cups, KIT KAT, ROLO, WHOPPERS and MILK DUDS.
- HALLOWEEN PARTY FAVORS: Satisfy everyone's taste buds with this mixture of halloween candy sweet treats during family get-togethers, tailgates, movie nights and campfires
- HALLOWEEN CANDY VARIETY PACK: Includes 115 individually wrapped kosher halloween candy for sharing with all your favorite people
- GREAT FOR TRICK OR TREATING: Use this halloween candy bulk Hershey assortment for trick or treat bags and Halloween party favor bags
- PERFECT FOR HALLOWEEN CANDY BOWLS: Put out these terrifyingly delicious, assorted peanut butter and milk chocolate halloween candy at your ghostly Halloween party and fill trick or treat bags throughout the night
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
