‘The Five’: Is equity ruining Halloween?
On a recent episode of ‘The Five’, the hosts discussed the impact of equity on Halloween celebrations, particularly after a homeowner association advised residents against distributing full-size candy bars. Dana Perino expressed her views on the pressure felt in neighborhoods, while Greg Gutfeld humorously suggested handing out old tube socks as an alternative.
This Halloween, trick-or-treating, like many expenses nowadays, is expected to be pricier. Families are gearing up for a holiday centered around candy, and despite rising costs, they still intend to spend billions on treats. It’s interesting how affordability is becoming a factor in holiday planning.
According to the Bureau of Labor Statistics, candy prices jumped by 7.7% over the year leading up to September, significantly outpacing the overall inflation rate of 3.7%. This figure accounts for all candy and chewing gum, not just Halloween-specific items.
Surprisingly, even with the uptick in prices, candy remains a staple in Halloween budgets. The National Retail Federation estimates that Americans will shell out $4.1 billion on candy this year, contributing to a record $13.5 billion in total Halloween expenditures. Their survey revealed that an impressive 96% of Halloween shoppers plan to purchase sweets.
Allison Zeller, Vice President of Industry and Consumer Insights at the NRF, noted, “Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind.”
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The NRF further found that 31% of shoppers are considering comparison shopping if prices exceed their expectations, and 26% are on the lookout for coupons or deals. Retailers are responding by providing a range of products at varying price points to accommodate shoppers’ budgets, according to Zeller.
NIQ mentioned that rising costs for housing, transport, and daily essentials are affecting spending habits, yet Halloween is still an occasion people want to celebrate. This determination was evident in last year’s sales, where Halloween candy sales increased by 7.6% in 2025, despite a 2.5% drop in unit sales, indicating that customers were willing to spend more for fewer items. Chocolate saw the highest average unit price hike, at 11.5%.
Chris Costagli, NIQ’s vice president of food and beverage thought leadership, pointed out that while consumers continue to make room for Halloween, their approach has shifted. Shoppers are beginning their purchases earlier, distributing their spending over multiple trips, and are more discerning in their choices.
The National Confectioners Association confirmed that candy makers and retailers are offering seasonal promotions and various package options to give consumers flexibility across different price points.
