Hershey Warns Gas Prices and Inflation Could Cut Into Halloween Candy Sales
CEO Kirk Tanner called the final days before Halloween 'really critical.' U.S. Halloween candy sales were down 6.7% for the month ending Oct. 17, though Hershey said Reese's velocities are up 13%.
Halloween falls on a Saturday this year, and for Hershey, the maker of Reese’s, Kisses, Milk Duds and Almond Joy, the final days are critical to the size of the season. Hershey CEO Kirk Tanner warned that higher gas prices and inflation could lead shoppers to buy less.
TLDR
- Tanner called the final days before Halloween “really critical,” Food Dive reported.
- Hershey expected 35% of its seasonal sales to come in the final week.
- U.S. Halloween candy sales were down 6.7% for the month ending October 17, according to NielsenIQ data provided to The Associated Press.
- Hershey said Reese’s Halloween item velocities are up 13% season to date.
The Warning
Speaking Thursday, Oct. 29, Tanner said financial pressure could affect purchases, even though Hershey’s executives say the intent to take part in Halloween matches last year. A Saturday Halloween may mean more last-minute shopping, and Hershey expected 35% of its seasonal sales in the final week.
A LendingTree survey found that 35% of shoppers planning to buy Halloween items expect to skip candy, Food Dive reported.
The Numbers
U.S. Halloween candy sales fell 6.7% for the month ending October 17 compared with 2025, according to NielsenIQ data provided to The Associated Press. The season generated $7.8 billion in confectionery sales in 2025, up 5.9%, according to the National Confectioners Association.
Hershey said Reese’s Halloween item velocities are up 13% season to date, and retail sales of its non-seasonal candy, mint and gum rose 3.7%, though convenience store spending declined.
The Plan
Tanner said Hershey is counting on its assortment, new pack types, value price points and increased investment. He noted that last-minute shoppers often buy “big trick-or-treat packs,” a category where Hershey has an advantage.
Why It Matters
Hershey expected 35% of its seasonal sales in the final week. Food Dive noted that sales could still turn around, even with NielsenIQ’s 6.7% decline and LendingTree’s finding that many shoppers expect to skip candy.
Source: Food Dive.