A snackable summary of consumer insights into Halloween, the report uncovers preferences and emerging patterns around candy’s biggest season with a first look at 2025 Halloween trends, including:

• 78% of Americans plan to celebrate Halloween – with a whopping 95% of celebrants typically purchasing candy.
• Chocolate is still king, with 80% of candy purchasers going for the perennial favorite.
• 50% of Halloween candy purchasers typically buy Halloween-themed candy.
• Gen Z and Millennials are more likely than other generations to plan for the holiday early, and they’re more likely to buy Halloween candy as soon as they see it available.