Consumer Digest: Halloween 2025

Welcome to this edition of the Consumer Digest, our periodic newsletter where we provide relevant, informative, and actionable insights around consumer trends. Whether you’re planning the perfect costume, decorating your home, or stocking up on candy, we’ve rounded up everything you need to make this Halloween spook-tacular!

Set the Scene with Spooky Style

To be the ultimate Halloween host, it’s all about the atmosphere, the snacks, and, of course, the candy. From spooky décor inside (88%) and out (84%) to themed sweet (85%) and savory (74%) bites and festive drinks (68%), hosts know how to set the stage for a hauntingly good time.

Halloween: Creeping Into September

When’s the right time to kick off Halloween fun? For most households, October is the prime season to plan and celebrate (51%), but a surprising 42% get a head start in September. From décor to party prep, the spooky season is creeping in earlier each year.

Trending Looks: Spooky vs. Screen Favorites

Looking for Halloween costume inspiration? Trends vary by age: adults often stick with timeless spooky classics, while kids gravitate toward their favorite characters from movies, TV shows, and books.

Top Halloween Candy Varieties: Chocolate Reigns Supreme!

When it comes to Halloween treats, there are no tricks; chocolate is still the favorite. But it’s not the only star. About half of shoppers (55%) also reach for chewy or fruity candies, making them a must-have for any well-stocked candy bowl.

Make Halloween Moments That Stick

Halloween isn’t just about candy and costumes, it’s about creating memorable moments that connect with shoppers. From themed treats to seasonal décor and costumes that spark excitement, this is a prime opportunity for brands to engage consumers in unique, meaningful and fun ways.

For strategies on how your brand can activate against our insights, download the full Consumer Digest report.