Shoppers are gearing up for Halloween with chocolate and candy purchases. According to a new survey from the National Confectioners Association (NCA), 94% of consumers say they will share chocolate and candy with friends and family for Halloween. Consumer demand for an early start to the season fuels strong confectionery retail sales and underscores the role that chocolate and candy play in Halloween festivities.
Consumers’ consistent enthusiasm for an extended Halloween season creates powerful momentum for the $54 billion confectionery industry. Brought to life in trends such as Summerween, sales of Halloween chocolate and candy reached $7.4 billion last year — a 2.2% increase over 2023 — and represented nearly 18% of all confectionery retail sales in 2024.
“Chocolate and candy are at the heart of the Halloween season. Encompassing a unique blend of tradition, innovation, nostalgia and fun, Americans are eager to enjoy every minute of this special time of year — which also makes it a standout retail moment. Whether they are handing out their favorite treats to trick-or-treaters, decorating the house or attending a party, people count on chocolate and candy to complete their Halloween celebrations and make it a holiday unlike any other,” said John Downs, president and CEO of the National Confectioners Association.
Other insights from the NCA survey include:
- Creeping up: While most Americans will stock up for Halloween in October, one-quarter said they will purchase chocolate and candy before the month began. Top treats for the season include chocolate, gummy candy and candy corn, which 89% of people prefer in seasonal shapes, colors and flavors.
- Corn-erstone treat: Candy corn is the quintessential Halloween treat, but consumers are split on the “correct” way it should be eaten. While 58% enjoy candy corn in one piece, 28% start with a bite at the narrow white end and 15% begin at the wider yellow end.
- Sticky fingers: A whopping 83% of parents admit that they sneak Halloween treats from their kids.
Treating is the name of the game during the Halloween season, and consumers understand that chocolate and candy are not meal replacements — they are different from other foods. People in the U.S. enjoy chocolate and candy two to three times per week, averaging just 40 calories and about one teaspoon of added sugar per day, and that includes seasonal celebrations like Halloween.
NCA’s Halloween Survey was conducted in August 2025 using a self-administered online questionnaire. The sample of n=1,000 individuals mirrors the U.S. population in terms of key demographics, including age, income, ethnicity and region.
The National Confectioners Association is the voice of the U.S. confectionery industry. The member companies drive $54 billion in retail sales. NCA champions policies that help candy makers and other stakeholders in this category thrive while reminding consumers that chocolate and candy are treats.
