Is this the sweetest time of the year? Looking at the numbers for Halloween candy, this may well be the case 🙂
Halloween candy sales are projected to surpass $4 billion this year, and celebrations are expected to be bigger than ever. A recent survey conducted by The National Confectioners Association made a series of major findings, including the fact that “more than a quarter of consumers purchase Halloween treats before October even begins, proving that the excitement for this season starts well before the costumes come out.”
According to The National Confectioners Association (NCA), the holiday has evolved into a multi-week occasion, with families and retailers embracing festivities earlier each year. “85% of Americans say they will celebrate by sharing treats with trick-or-treaters, and 94% of parents plan to celebrate with their children,” the survey reveals.
NCA’s findings are not surprising. In my opinion, this celebration captures a blend of innovation and nostalgia that is impossible to resist. According to NCA’s Communications Director Carly Schildhaus, “Innovation is at the center of the industry, so you see all kinds of new, exciting products that are seasonal — everything from different flavors and textures and experiences (…) (But) as much as there is innovation, there’s also that factor of nostalgia and connection that people have to the products that they’ve loved for generations, and the confectionery industry has something to offer everyone, especially at a moment like the Halloween season.”
On the topic of trends, chocolate, hard candy, gummies, and candy corn remain top favorites, while pumpkin, skull, and ghost are some of the most sought-after confectionery shapes for 2026.
True to the trends, 🙂 I will be celebrating with pumpkin and ghost-shaped sugar cookies dusted with activated charcoal. I have found activated charcoal to be very effective when it comes to bringing out the spooky vibes:
You are welcome to check out my previous Halloween-themed posts (including info on activated charcoal) here, here, here and here.
Happy Trick or Treating 🙂
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