Behind the big business of Halloween candy

We’re exactly two weeks away from the only day of the year when it’s acceptable to hide in a coffin and scare teenage girls (Halloween). And, much like the creepy looking house on the corner donned in ivy, cobwebs, and inflatable spiders, candymakers have been preparing for this moment for ages.

Years, in fact, according to Tim Lebel, Mars Wrigley’s chief Halloween officer. He told CNBC: “A lot of those things take two years to develop and execute to bring to market. So the things we looked at in 2021, you’re starting to see this year in 2023.”

And for good reason. For decades, the fall holiday has been the biggest sales season of the year for candymakers.

• The National Retail Federation predicts US consumers will spend $3.6 billion on Halloween candy this year, up from $3.1 billion last year.
• For context, the global candy market size was valued at $12.1 billion in 2022 – meaning roughly one-quarter of all global candy sales occurred during Halloween.

📸 Big picture: Halloween is one of the largest retail holidays in the US. And this year is shaping up to be the second half of Rob & Big – consumers are expected to spend a record $12.2 billion for Halloween candy, costumes and decorations, according to the National Retail Federation's annual holiday survey.