Halloween candy sales fell 6.7% in the month ending October 17 compared with last year, according to NielsenIQ, as higher chocolate prices push shoppers toward smaller bags and cheaper treats. A 100-piece bag of assorted Halloween candy now averages $16.96, up 3.5% from 2025, according to FinanceBuzz.
Key Takeaways
- Halloween candy sales fell 6.7% in the month ending October 17 compared with the same period last year, according to NielsenIQ.
- A 100-piece bag of assorted Halloween candy averages $16.96 in 2026, up 3.5% from last year and 71% higher than in 2021, according to FinanceBuzz.
- The Wells Fargo Agri-Food Institute expects chocolate prices to be 8% higher than last Halloween.
- Small bags were the only candy package size showing sales growth through mid-October.
- Nonchocolate candy such as gummies and lollipops averaged $6.08 per pound, about 3% lower than last year.
Halloween Candy Sales Start Slow In 2026
The candy aisle is off to a quiet start this season. Halloween candy sales fell 6.7% in the month ending October 17 compared with the same stretch last year, according to market research firm NielsenIQ. The slowdown began earlier in the fall, with NielsenIQ recording an 11.7% decline in candy sales in mid-September, erasing the preseason gains Halloween candy had posted over the previous two years.
NielsenIQ’s Chris Costagli tied the slowdown to broader household costs. He said consumers are spending more on fuel, housing, clothing, and food, which leaves less room in the budget for treats. For many families, the decision is less about noticing that candy costs more and more about competing priorities.
Chocolate Drives Higher Halloween Candy Prices
Chocolate is behind much of the price increase. The Wells Fargo Agri-Food Institute expects chocolate prices to be 8% higher than last Halloween, reflecting elevated cocoa costs and supply challenges, along with higher shipping and packaging expenses.
The longer-term trend is steeper. FinanceBuzz found that a 100-piece bag of assorted Halloween candy averages $16.96 this year, up 3.5% from 2025 and 71% higher than in 2021. For households that buy several bags to hand out on October 31, those increases add up quickly.
Shoppers are still planning to buy. The National Retail Federation projects Americans will spend $4.1 billion on Halloween candy this year, with 96% of consumers planning to buy sweets. The difference is in how they buy.
Shoppers Trade Down To Smaller Bags And Nonchocolate Candy
Package size data shows the shift. Small bags were the only candy sizes seeing sales growth through mid-October, according to NielsenIQ, while large and extra-large bags saw the biggest declines. Families appear to be buying closer to what they need rather than stocking up with bulk bags.
Nonchocolate candy is the budget option this year. The average price of nonchocolate Halloween candy, including gummies and lollipops, was $6.08 per pound in the nine weeks ending October 17, about 3% lower than last year, according to NielsenIQ. Lower prices have not yet translated into higher sales, however, which suggests overall caution rather than a simple switch between candy types.
Late Shoppers Could Still Lift Halloween Candy Sales
The final week before Halloween may change the picture. Sally Lyons Wyatt, a food industry adviser at market research firm Circana, said consumers have responded to higher grocery prices by making smaller, more frequent trips and buying products right before they plan to use them. That pattern raises the possibility that many shoppers are waiting until the last days of October to buy candy.
The candy industry is taking that view. “We are just now entering the peak period for Halloween,” the National Confectioners Association said, adding that consumer enthusiasm remains strong. With Halloween falling on a Saturday, the final weekend shopping trip could account for a large share of this year’s candy purchases.
How Families Are Stretching Halloween Candy Budgets
Shoppers have strategies ready. In NRF’s Halloween survey, 31% of consumers said they would comparison shop if prices ran higher than expected, and 26% said they would look for coupons or sales. Mixing chocolate with lower-cost gummies and lollipops, buying smaller bags based on the expected number of trick-or-treaters, and comparing unit prices across package sizes are practical ways to keep the candy bowl full without overspending.
The result is a Halloween where Americans are still celebrating but thinking harder about each purchase. Whether last-minute buying closes the sales gap will become clear once the season’s final numbers come in.
FAQs
How Much Does Halloween Candy Cost In 2026?
A 100-piece bag of assorted Halloween candy averages $16.96 in 2026, according to FinanceBuzz. That is up 3.5% from last year and 71% higher than in 2021.
Why Is Halloween Chocolate More Expensive This Year?
Elevated cocoa costs, supply challenges, and higher shipping and packaging expenses are pushing chocolate prices up. The Wells Fargo Agri-Food Institute expects chocolate to cost 8% more than last Halloween.
Are Halloween Candy Sales Down In 2026?
Halloween candy sales fell 6.7% in the month ending October 17 compared with last year, according to NielsenIQ. Industry groups expect sales to pick up during the final week before Halloween.
Is Nonchocolate Candy Cheaper This Halloween?
Yes. Nonchocolate candy such as gummies and lollipops averaged $6.08 per pound in the nine weeks ending October 17, about 3% lower than last year, according to NielsenIQ.
