CHICAGO — Halloween falls on a Friday this year, paving the way for a long weekend of celebrations and spending across various industries. According to new insights from Circana, the 2025 spooky season is emerging as a significant driver for consumer engagement and cross-category sales in candy, foodservice, beauty, and apparel.
Candy: Sweet Competition Between Chocolate and Non-Chocolate
Candy remains the main focus of Halloween. Circana reports that 29 percent of shoppers plan to hand out treats this year, and more than 70 percent of those will provide packaged candy. However, higher chocolate prices and consumers’ ongoing emphasis on value are affecting purchases.
For the eight-week period through mid-September, non-chocolate Halloween candy sales exceeded those of chocolate, with pound sales increasing by 4.5 percent while chocolate sales fell by 13.7 percent. Shoppers are also attracted to smaller sizes and novelty shapes, which have become a social media trend as users share side-by-side comparisons of packaging and actual candy.
“Whether reaching for classic favorites or new assortments, Halloween trick-or-treaters have a delicious variety of large bags to choose from, making every doorstep a sweet adventure,” said Sally Lyons Wyatt, global EVP and chief advisor, consumer goods and foodservice insights at Circana.
Foodservice: Halloween Meets Friday Night Rush
Although Halloween is not usually a major dining event, the Friday holiday falls during the week’s busiest meal period for restaurants. Friday dinners make up 18 percent of weekly traffic, which is 24 percent higher than the average day, according to Circana. This creates an opportunity for restaurants to increase sales with themed menu items, bundled family meals, and Halloween-night specials that attract parents managing costumes and candy duty.
Beauty: Transformations Drive Sales
Beauty brands continue to capitalize on Halloween’s emphasis on creativity and transformation. In 2024, nearly 2.5 million shoppers bought false eyelashes in the two weeks before Halloween, a 12% increase from the previous period. Circana anticipates a similar boost this year.
“Halloween continues to be more than just costumes. It is a celebration of creativity, transformation and self-expression, making it a prime moment for beauty brands to connect with consumers in playful and immersive ways,” said Larissa Jensen, SVP and global beauty industry advisor at Circana.
Top beauty trends for 2025 include “Wicked”-inspired looks, gothic glam, and fantasy themes. Retailers are highlighting bold lips, shimmer, and quick-transform products in endcaps and digital campaigns to meet last-minute demand.
Costumes and Early Holiday Crossover
Among Halloween revelers, 39 percent chose ready-to-wear costumes last year, while 34 percent opted for do-it-yourself options. This year’s most popular licensed costumes include Spider-Man, Minecraft, Scream, Disney Princess, and Super Mario Bros.
Circana also highlights that Halloween coincides with the beginning of early holiday shopping. Twenty-four percent of consumers have already started or finished their holiday purchases by early October. This overlap extends the retail season and promotes engagement across multiple categories such as décor, apparel, and seasonal snacks.
Bottom line: Halloween 2025 highlights how shoppers continue to embrace creativity and value. The Friday timing is expected to lift participation and spending, reinforcing the holiday’s position as one of the most dynamic and profitable events of the year.
