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Halloween is just a few weeks away. And with the spookiest time of the year coming into full swing, Americans are already showing signs of enthusiasm, with the percentage of consumers looking forward to Halloween increasing by four percentage points since 2024.
Gen Z adults and those making less than $50K are most looking forward to Halloween this year. And nearly half of those feeling sad and/or fearful are looking more forward to the holiday than usual–perhaps as a way to find a sliver of an escape from reality.
Take Our Poll: Do you typically hand out candy on Halloween?
Halloween Spending and Discount Store Shopping on the Rise
Beyond the demographic data, what does this anticipation mean for how Americans will be spending on the holiday? Real-time intelligence sheds light on what to expect.
This year, the data show a five percentage point increase in the percentage of those who say they plan to spend more on Halloween accoutrement–such as candy, decor, and costumes–as compared to last year (28% vs 23%), underscoring that regardless of whether rising prices or increased excitement is to blame, spending is trending up (among those who typically make Halloween purchases).
While shoppers are still the most likely to shop at big-box stores, intent to shop at these stores–as well as seasonal pop-up stores–has declined in the last year, closing the gap in top retailers for ghoulish purchases.
Meanwhile, plans to shop for Halloween items at discount stores have increased four percentage points since 2024. Combined with the increase in anticipated spending, this suggests that Halloween shoppers are channeling their enthusiasm into frighteningly good deals.
Online Halloween Purchasing is Gaining Steam
Of course, it wouldn’t be Halloween without candy and trick-or-treaters. Consumers agree, as eating Halloween candy and trick-or-treating are tied for shoppers’ favorite things about the holiday. But before any doorbells ring, the vast majority of shoppers plan to buy their candy and decor in person this year.
Despite the significant share of shoppers intending to take a hands-on approach to filling their carts this year, in the past three years, in-person shopping for Halloween candy and decor has decreased (from 83% in 2022 to 76% in 2025), while the percentage reporting they’ll be shopping online has increased (from 17% in 2022 to 24% in 2025).
Those who are buying candy also tell CivicScience they’re most likely to opt for candy-buying at big box stores (38%), outpacing grocery stores (30%) and wholesale stores (13%).
Reese’s Tops the Chocolate Charts
Not all Halloween candies are the same, however, and real-time consumer survey data reveals that Reese’s is the crowd favorite (27%), followed by Snickers (20%) and Kit Kat (13%). While Reese’s is most adored by Millennials and Gen X, Baby Boomers prefer Snickers, and Gen Z loves a Kit Kat.
And although each shopper may have their own personal preference in which candy they’re handing out, the majority (54%) will be handing out mixed mini candy bars and bags for the trick-or-treaters who stop by.
Weigh In: Are you dressing up for Halloween this year?
With three weeks to go, Halloween clearly has a special place in many shoppers’ hearts. Given that candy and decor buying is well underway, it’s clear that consumers are eager for the opportunity to escape the mundane, leaning a little more towards treats than tricks this year and seizing the opportunity all month long.
Connect with Consumers Before They Buy
With the largest real-time database of declared consumer intent, CivicScience empowers advertisers and media companies to reach the right audiences at the crucial moment before they spend.
