How Will Consumer Economic Concerns Impact Halloween Spending?

Despite feeling a strain on their finances, consumers are still planning to celebrate Halloween. The National Retail Federation’s (NRF) 2026 Halloween survey found consumers plan to spend an average of $115.14 per person this year—$13.5 billion in total—even as 79% expect tariffs to push prices higher.

“Shoppers across all income levels are thinking ahead to what they’ll do if prices are higher than expected. Comparative shopping is particularly popular among households making $75,000 to $150,000 (36%), while higher-income households are keeping an extra-close eye out for coupons and sales (30%),” NRF wrote.

According to data from Circana, the split between chocolate and non-chocolate candy is close: “chocolate candy edged out non-chocolate candy 51% to 49% during Halloween 2025. That compares to a 55% share for chocolate and a 45% share for non-chocolate in 2024,” the firm said.

“We’ve also seen momentum around more sensory and experiential products,” said Sally Lyons Wyatt, global EVP and chief advisor, consumer goods and foodservice insights at Circana. “Shape, texture, color, and interactive elements are becoming increasingly important, and people always like limited-time offers, collaborations, and seasonal flavors.”

And during the week of Halloween, consumers are expected to order food out, especially pizza. “Circana data found that large restaurant chains get a 0.6% lift in transactions during the week of Halloween compared to the prior week. Quick-service restaurant (QSR) pizza chains get the biggest lift, at 6% more than the week before. This is one of the best-performing weeks of the year for QSR pizza chains; in fact, performance is often stronger than it is during the week of football’s big game in February,” the firm said. Consumers are also 23% more likely to order delivery from restaurants on Halloween compared to a regular day, “signaling that convenience is important on a day with other events like trick-or-treating taking the main stage.”

Candy manufacturer Ferrero is betting big on “Adultoween.” According to a survey from the company, seven in 10 adults (70%) say Halloween is just as much for adults as it is for children. The survey found that:

• 75% say Halloween is an opportunity to enjoy candy without guilt.
• 73% buy candy even if they don't expect trick-or-treaters.
• 70% believe in the "Halloween parent tax"—the right to at least some of their kids' candy.
• 62% say there should be no age limit for trick-or-treating.

Read more about the candy category in the NACS Magazine June 2026 article “Candy Rises Despite Challenges.”

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