Here’s something a little scary: Consumers are expected to spend $13.1 billion on Halloween this year, according to the National Retail Federation. That’s an increase of $1.5 billion over last year, and $900 million more than the previous record of $12.2 billion set in 2023.
Per-person spending will hit a record high of $114.45, nearly $11 more than last year, and up from the record $108.24 set in 2023, according to the NRF. Though the families with children are expected to spend significantly more than those without ($622 vs. $215), according to data compiled by CIT Bank, a division of First Citizens Bank, don’t count out the younger set. Gen Z households plan to spend an average of $622 on the holiday.
Granted, most consumers expect prices to be higher this year because of tariffs, but that hasn’t dimmed their desire to celebrate. While 79% said they expect higher prices for all things All Hallows, 73% said they still plan to celebrate (in line with last year’s 72%). While candy will account for $3.9 billion of the total spending this year, costumes and decorations will bring in more ($4.3 billion and $4.2 billion, respectively).
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” said NRF’s vice president of industry and consumer insights Katherine Cullen, in a release.
Indeed, it does. And, as such, marketers are creating promotions and limited-time products to capture consumers’ attention. Here are a few of them:
Candy
It’s the mainstay of the holiday, so naturally most promos are around confections.
M&M’s
Everyone knows the most frightening prospect of Halloween is the possibility of running out of candy before the trick-or-treaters have stopped ringing the doorbell. That’s why M&M’s is bringing back its “Halloween Rescue Squad” for the third year in a row. Beginning at 5 p.m. ET, consumers in Gopuff delivery areas will be able to receive emergency candy bowl refills, courtesy of the company, while supplies last.
Still, it’s better to plan ahead. Beginning October 10, the brand ill be dropping free “Treat & Greet” filled with M&M’s candy and merch (like a candy bowl and t-shirt). To promote both the Rescue Squad and the Treat & Greet kids, the brand has enlisted former Jersey Shore star Nicole “Snooki” Polizzi to promote.
Mars
Why should humans have all the fun? M&M’s parent company, Mars Incorporated, is also offering some advance planning packs, but for both humans and the canines who love them. The “Mars Tails & Treating Packs” are a first-of-its kind offering from the company and will include M&M’s, Snickers candy bars, Skittles packs, Greenies Dental Treats for dogs, Greenies Cat Dental Treats, Pedigree Drizzlers Savory Sauce for dogs and a box of Temptations Lickable Spoons for cats. (The packs, intended for the 43% of people who plan to spend on their pets for Halloween, are available online for $10.31.)
Sweethearts
Much like Jack Skellington, Sweethearts doesn’t want to be limited to one holiday. The brand best known for Valentine’s Day messages is placing a flag in the sand for October with the release of a limited-edition line of Ghosted Sweethearts. The boxes, containing all-white hearts with no words, are meant ot make a statement about the relationship-ending practice of “ghosting,” which 84% of Gen Z and Millennials say they have experienced.
The boxes can be purchased online, either for oneself or for someone who may have ghosted you. When buying the boxes for gifting, the purchaser gets a link and a one-time use code – valid only through October 31 – to send via a dating app, text, social media DM or email.
Brach’s Candy Corn
If there was ever a candy that divided households, it’s candy corn. Some can’t have Halloween without it, some fear it more than Dracula. Love it or hate it, however, people are talking about it. According to Brach’s, far and away the largest candy corn maker in the country, it is the most searched Halloween candy, driving about 84% of searches. Also, in case you were wondering, two-thirds of Americans “who celebrate fall” enjoy eating candy corn (at least according to Brach’s – again, the largest maker of the confection). Apparently, it reminds 44% of them of their childhoods.
Hi-Chew
What’s a ghost story without a little mystery? Hi-Chew is serving up its candy this Halloween in special “Mystery Mix” packages, which will include a line up of fan-favorite flavors (watermelon, blue raspberry and candy apple) along with one mysterious chew that “dares fans to guess what’s hidden beneath the wrapper.” (Hint: The flavor has never appeared in Hi-Chew’s lineup before.) Fans are encouraged to try to guess the flavor online for the chance to win a $2,500 Visa gift card to fund a mystery adventure of their choice.
Nestle Crunch
This one’s a little less about the holiday and more about the timing. Nestle is releasing a white chocolate version of its classic Crunch bar. Though the brand proclaims the limited-time release (available through December 2025) is “just in time for Halloween,” the product will only come in individually wrapped 1.55-oz bars and 2.7-oz share packs, so not really distributable for trick-or-treaters, unless you want to be the most popular house on the block.
Butterfinger
Similarly, Butterfinger has launched a new flavor, Marshmallow Butterfinger, that will be available for a limited time for Halloween. According to the brand, the combination of marshmallow coating surrounding the candy’s signature peanut-buttery center is meant to evoke Fluffernutter sandwiches of yore. Perhaps more Halloween-appropriate, the brand will once again partner with Heidi Klum, the self-proclaimed “Queen of Halloween,” for her 24th annual Halloween party, where she will have the new flavor Butterfinger on hand for her guests (along with the regular flavors and a Butterfinger-inspired cocktail).
Vita Coco
In a similar vein, Vita Coco jumped on the trend-of-the-moment, Labubu, to garner some new brand loyalty, offering mystery kits that featured a Vita Coco Treats drink, a mini key chain and a Labubu doll costume. The kits, which were inspired by social chatter in which fans talked about dressing up their Labubus for Halloween, sold out in under a minute. Didn’t get one? Don’t worry, the brand will be offering more via in-store sweepstakes.
See’s Candies
See’s Candies would rather be sweet than scary, teaming once again with plush toy brand Squishmallows for a $60 bundle that will include a Soupy the Goblin plush, a Benny the Bigfoot Key Chain and a keepsake box of See’s Candies that features both characters on it, all packaged in a reusable, transparent backpack.
Little Bites
Who says Halloween has to be all candy, all the time? Bakery treat brand Little Bites has launched a limited-edition version of its Chocolate Mini Muffins, perfect for trick-or-treating. Available at Kroger, Wamart and ShopRite retailers nationwide, each multipack comes with 20 individually wrapped pouches containing two mini-muffins each.
Restaurants
It wouldn’t be a holiday without the restaurant industry getting involved, and Halloween is no different.
Burger King
Known for making the most of the holiday, Burger King has created its first-ever Monster Menu, which features a lineup of food items inspired by some of the world’s most iconic monsters. Among them are a Jack-O-Lantern Whopper, featuring an orange bun with black sesame seeds; Vampire Nuggets, shaped like bats and fangs and served in a carton designed as a coffin; Mummy Mozzarella Fries, which are wrapped in a golden breading; and a Franken-Candy Sundae, which features purple and green popping candy.
McDonald’s
For a limited time, McDonald’s will serve its Happy Meals in Halloween-themed Boo Buckets, which can serve as trick-or-treat baskets for the younger set. The company has introduced two new characters – a cat and a zombie – this year.
Jack in The Box
The San Diego-based QSR chain is bringing back its Monster Taco for the fifth year in a row, along with a Halloween-themed Monster Munchie Meal (which includes two tacos, chicken nuggets, curly fries and a drink in a color-changing Halloween cup) and “Monster Munchies,” monster-sized versions of some of the chain’s iconic menu items, including mozzarella sticks and churros.
To promote the offerings, the chain has also released an AI-powered in-app game in which the menu items come to life and players must defeat them to receive codes for deals on various menu items.
Chipotle
The inventor of the “Boorito” is now offering members of its Chipotle Rewards loyalty program a new “Chip-or-Treat” offer, through which members who purchase an entree every week from the chain will get a weekly treat such as free guac and chips or bonus rewards points.
Red Robin
Red Robin Gourmet Burgers is touting a number of limited-time offerings that include a truly frightening Mega Monster Burger that comes with three beef patties, six cheese slices, pickle relish, onions, pickles, lettuce, tomatoes and mayo. You can order it with a Mad Scientist Margarita that comes with a beaker of scarlet elixir (otherwise known as grenadine) or Candied Orange Fizzy Soda. The chain will also offer a free sundae to kids in costume over Halloween weekend.
Krispy Kreme
Krispy Kreme has announced a new line of themed donuts, including a Candy Bag, a “Cookies and Skreme” flavor, a Jack o’ Lantern and a “Spooky Sprinkle” donut. All of them come in a custom Halloween-themed box. The chain will also give away free donuts to anyone coming into its stores in costume on October 25 and Halloween itself.
Spirits
Look, adults need to have some fun on Halloween too, especially when they have to deal with kids hyped up on sugar.
Cutwater
Canned cocktail brand Cutwater has decided to take advantage of the timing to launch a new campaign, dubbed “Real Spirits Inside.” The effort is designed to educate consumers about the product’s ingredients, letting them know that the cocktails contain real spirits within.
The brand is also offering a tie-in sweepstakes that will send two people to Cleveland’s Franklin Castle, a notorious haunted house, where they can stay overnight and a late-night ghost-hunting investigation with their own gear and paranormal-hunting tools.
19 Crimes
Forget Fanta, 19 Crimes is going after adults with its partnership with Universal, once again putting the entertainment company’s well-known monsters on its bottles. This year’s lineup includes Frankenstein and The Bride of Frankenstein, along with The Mummy, whose visages will appear on the bottles’ special glow-in-the-dark labels (which also include augmented reality experiences to bring the monsters to life). After two successful years of this partnership in the U.S., the collection will now be available in EMEA, Asia, Australia and elsewhere in North America.
J. Mattingly 1845 Distillery
For those who want to be sure their treats are truly identified as theirs, J. Mattingly 1845 Distillery is enabling customers to pick their own whisky (selecting between two bourbons and one rye), bottle shape and customize their labels.
Costumes
What would Halloween be without costumes? While many might go the traditional route as a vampire, zombie, mummy, sexy corn cob, others might want to dress up as their favorite brand character. Not to worry, Spirit Halloween has a few options.
Dr. Squatch
Not only can you dress up as the brand’s woodsy – yet refined – character, Spirit will also carry a special line of Dr. Squatch “Drunk’n Pumpkin” soap.
Scrub Daddy and Scrub Mommy
Or, how about a couple’s costume? Go ahead and dress up as Scrub Daddy and Scrub Mommy and dare anyone to call it dirty.
Pillsbury
And, finally, for the 43% who need to incorporate their pets into the celebrations, Pillsbury is offering up a costume version of its Crescent Mummy Dog snack. The costume, available for $39.99 online, is designed for small dogs with long bodies, a.k.a. Wiener dogs.
