In our 2025 Halloween shopper survey, we polled shoppers to find out how they’re preparing for spooky season, asking about everything from their favorite Halloween treat to how much they typically spend on Halloween candy each year. Let’s explore these frightfully fun shopper insights for Halloween!
Trends and Treats: CPG Shopper Insights for Halloween 2025
In the Halloween candy contest, chocolate emerges as the clear winner, with 61% of shoppers naming it as their favorite treat to buy. Other favorites include candy corn (5%), gummies/fruit chews (4%) and caramels (3%), though 15% of shoppers say they don’t buy Halloween candy at all (truly terrifying!).
When it comes to size, fun-sized rules the night: 54% stock up on fun-sized candy, 17% go for minis, and 4% splurge on king-sized bars (hello, favorite neighbors!).
Treats Without the Sweets: Non-Candy Item Insights
Candy is a big part of Halloween, but it’s not the only part; some shoppers elect to give out non-candy items, too. 5% ditch the candy entirely and only hand out non-candy items, while 14% give out a mix of candy and non-candy. But 60% of shoppers opt for the classic Halloween experience; only candy in their buckets!
Beyond trick-or-treat handouts, shoppers are also excited about Halloween must-haves: decorations (37%) top the list, followed by costumes (20%) and baked goods (18%).
And how early do shoppers get into the spooky spirit? 42% of shoppers begin hunting for Halloween candy in early to mid-October, followed by 19% who shop for candy a week before the holiday. Another 12% of shoppers look forward to buying their candy on sale after Halloween!
Haunted Spending Habits: Shopping Habits for Halloween 2025
To find their favorite tricks and treats, 29% of shoppers are haunting their local Walmart, while 29% are headed to the grocery store, and 13% are buying in bulk at their local club store. As for how much they're spending on their favorite spooky snacks, nearly half of shoppers (47%) are spending between $10-$30, followed by 22% who spend in the $31-$50 price range.
As for the top factor that influences their choice of Halloween candy, special deals or promotions have the most wicked impact on 29% of shoppers, followed by 25% who are influenced by price.
Prepare Your CPG Brand for Halloween with Breaktime Media
For more insights and tips on connecting with shoppers as they get ready for Halloween, check out the full infographic below!