The Halloween sugar rush is real, as October is one of the peak selling periods for candy. Circana’s research reveals that candy remains at the sweet center of spooky season celebrations. 

U.S. households spent $4.5 billion on candy during the four-week lead-up to last Halloween — stockpiling sweets for trick-or-treaters and sneaking a few pieces for themselves. That sugar-fueled spending spree isn’t slowing down, with most households (58%) planning to take part in trick-or-treat or trunk-or-treat festivities again this year. It’s the top activity of the season, outpacing decorating (40%) and dressing up in costumes (35%). 

Higher-than-usual cocoa prices spurred some conjecture about sales of chocolate versus non-chocolate candies in 2025, but chocolate candies remain the most popular confection for trick-or- treating. Of those who plan to dole out treats, 75% of U.S. households say they will opt for chocolate candies – well ahead of gummy/chewy/sour candies (59%) and hard candies (36%).  

Many consumers remain mindful of allergies when stocking up on packaged treats. One-third of U.S. households say that food allergens influence their Halloween plans. That group is more likely to hand out other types of candies/gum than chocolates or peanut butter/nut candies. Some “allergen aware” households also buy non-food/non-candy treats to give trick-or-treaters. 

Next up: look for candy sales to spike again as soon as the Thanksgiving leftovers are packed away. Halloween’s October sugar rush is sweet, but it was only the second-biggest month for candy last year. Look for the upcoming Christmas season to be even sweeter.