Hershey sees Halloween risk as candy sales slip 6.7%

By Nathan Brooks

U.S. Halloween candy sales fell 6.7% for the month ending Oct. 17 compared with the same period in 2025, according to NielsenIQ data provided to The Associated Press.

Hershey, the maker of Reese’s, Kisses, Milk Duds and Almond Joy, warned Thursday that higher gas prices and other inflationary pressures could lead consumers to buy less candy this Halloween season.

CEO Kirk Tanner called the final days before the holiday “really critical” to determining the extent of seasonal sales. Halloween falls on a Saturday this year, and Hershey said that timing makes last-minute candy purchases more likely.

The company expects 35% of its seasonal sales—about one-third—to happen this week.

“We need consumers to show up,” Tanner said. “We need them.”

Hershey executives said Halloween participation intent remains in line with last year. A LendingTree survey, however, found that Americans plan to spend less this year, with 35% of consumers shopping for the holiday expecting to skip candy.

The participation and spending numbers point in different directions. The party remains popular. The candy budget may be less expansive.

The 6.7% decline also followed a strong 2025 Halloween season. The National Confectioners Association said the season generated $7.8 billion, nearly $8 billion, in confectionery sales, up 5.9% from the prior year.

The association also said 85% of Americans participating in the holiday plan to celebrate by passing out treats to trick-or-treaters.

Tanner said most consumers buy large trick-or-treat packs during the final days, a category in which Hershey holds an advantage. The company believes that late buying window could help sales recover despite the early decline.

Hershey has invested heavily in Halloween, building its seasonal push around:

• Modernized marketing and increased investment in the holiday.
• Expanded trick-or-treat options that extend into salty snacks.
• New pack types, value price points and seasonal innovation.

Hershey reported that sales velocity for Reese’s Halloween items was up 13% season to date. That company-specific gain sits against the broader category decline, although the measures cover different scopes.

Overall, Hershey said its candy sales are up. Retail sales of non-seasonal candy, mint and gum grew 3.7% compared with last year, though spending in convenience-store channels declined.

What does this change for retailers?

For candy retailers, the final week carries more weight than the early figures suggest. Hershey expects about one-third of its seasonal sales to close this week, while 35% of holiday shoppers expect to skip candy.

Tanner said in prepared remarks that he was optimistic an enhanced assortment, new pack types, value price points, seasonal innovation and increased investment would drive engagement during the final days and weekend celebrations.

The next read comes as Saturday pulls large trick-or-treat packs through the register. Hershey has put its marketing money, new formats and salty-snack extension behind that late rush. The early numbers are negative; the final sales period has not yet arrived.