Halloween Spending Set to Reach $13.5 Billion Record

American shoppers are projected to spend a record $13.5 billion on Halloween this year. The National Retail Federation reports that consumers are on track to outlay $4.1 billion on candy alone. This total represents an increase of $400 million over 2025 and $1.9 billion over 2024. A PwC poll indicates the average individual expects to spend about $263, with parents typically spending more due to multiple events.

The price surge stems from persistent inflation in supply chain costs. Cortland Hickey, general manager of Chicago Costume, noted that while tariff costs are now embedded in product prices, fuel surcharges and diesel costs are currently the primary drivers. He stated, 'But now it's the fuel surcharges and the cost of diesel and those kinds of things when you're receiving products on pallets and truckloads.'

Candy prices have risen due to the cocoa market's volatility. Cocoa prices fell from their record highs in 2024 and 2025, but manufacturers are still using inventory purchased during the previous spikes. In 2025, heat waves and heavy rains in West Africa reduced crops, contributing to shortages. Although the U.S. removed tariffs on cocoa in November of last year, the impact on retail prices is lagging.

Chocolate products are expected to cost 8% more than last year, according to the Wells Fargo Agri-Food Institute. FinanceBuzz data shows a 100-piece bag of assorted Halloween candy now averages $16.96, a 3.5% increase from the previous year and 71% higher than in 2021. Mondelez raised gummy candy pack prices by 39%, while Ferrero increased chocolate pack prices by nearly 19%.

Some manufacturers are adjusting recipes to manage costs. Products with less than 10% cocoa mass and solids can be labeled 'chocolate candy' rather than 'milk chocolate.' Reese's modified its recipe for certain seasonal items earlier this year but plans to revert to original recipes in 2027. This shift follows consumer backlash against reduced chocolate content.

Shopping habits are shifting in response to higher costs. The NRF reports that 27% of consumers plan to shop online, a decline from 31% in 2025. About half of shoppers began purchasing in September or earlier to spread out expenses. Phil Lempert, an analyst with the Lempert Report, advises checking price per piece on variety packs, noting that chocolate assortments can cost nearly twice as much as gummy bags.

For costumes, Hickey suggests buying specific items like wigs or props rather than prepackaged outfits. Lempert predicts these high prices will persist through 2027 and possibly 2028, driven by climate change effects on cocoa production and rising fuel prices.