The Halloween festivities are coming to an end this year, and while c-store retailers gear up for the winter holidays, there is no shortage of opportunity to prepare for the spooky season in 2026.
This year, the top Halloween treats were chocolate, gummy candy, candy corn, hard candy and lollipops, according to the National Confectioners Association (NCA). Eighty-nine percent of consumers say they like their candy to reflect the season’s shapes, colors, flavors, characters and packaging, including parents, who will usually snack on a few treats from their kids’ hauls.
“More broadly, consumers’ enthusiasm for the Halloween season makes it a signature moment for the confectionery industry. Last year, retail sales of Halloween chocolate and candy reached $7.4 billion, a 2.2% increase over 2023, and represented 18% of all confectionery retail sales in 2024. Non-chocolate candy sales have also exploded in popularity — it generated $2.5 billion during the eight-week lead-up to Halloween last year, a 6.5% increase year over year, per NCA’s new Getting to Know Candy Consumers 2025 report — and Halloween week is the single-largest week for non-chocolate volume sales,” said Carly Schildhaus, spokesperson for NCA.
Convenience stores specifically generated $3.3 billion in non-chocolate candy sales in 2024, although as younger shoppers make more purchases at value-focus channels, c-stores are losing a bit of ground in chocolate and candy, she continued.
According to Circana, non-chocolate chewy candy sales were down by 0.9% for the year ending Oct. 3, but chocolate candy sales were up 0.8% due to an increase in price, as unit sales still fell by 3%.
“Given Gen Z and millennial consumers’ noticeable effect on confectionery, manufacturers are meeting them where they want to be met, offering more variety in pack sizes and portion options than ever before. Convenience retailers can stay competitive by leveraging confectionery’s strong brand loyalty and offering proven favorites in a range of pack sizes and price points to attract value-seeking shoppers,” Schildhaus said.
Candy isn’t the only category to entice those shoppers looking to partake in the spirit of the Halloween season. Capitalizing on Halloween-themed limited-time offers (LTO) during September and October of next year in many areas of the store can also bring in shoppers who love to celebrate the holiday.
More than half of U.S. shoppers (56%) admit they’ve purchased an everyday product purely because it had Halloween packaging, according to a Lightspeed Commerce survey. This includes limted-time sodas and snacks. The obsession is highest with 25–34-year-olds (75%) and 18–24-year-olds (73%). And men (62%) are more easily swayed toward the LTOs than women (49%).
And for those who really enjoy the season, a store decked out with cobwebs, pumpkins and spooky displays are more likely to bring them in.
Still, finding success with candy is one of the biggest gains for c-stores during Halloween, as well as other holidays.
“Sixty-two percent of all confectionery sales in 2024 were generated during the big four candy seasons (Valentine’s Day, Easter, Halloween and the winter holidays). Consumers understand that confectionery products are treats, not center-of-the-plate foods, and appreciate the role that confectionery plays in sweetening special occasions and seasonal celebrations. People in the U.S. enjoy chocolate and candy two to three times per week, averaging 40 calories and one teaspoon of added sugar per day,” said Schildhaus.
Looking ahead, U.S. confectionery sales are expected to exceed $70 billion in all outlets by 2029.
