This year, the National Retail Federation anticipates Americans will spend more than $10 billion on Halloween-related purchases.
Its 2021 Halloween survey also showed that more than 95% of respondents are planning to purchase candy.
But what kinds are we buying?
According to trade publication Candy Industry — and to any parent familiar with pilfering treats from their kids’ Halloween hauls — Reese’s Peanut Butter Cups reign supreme as the top overall candy and the most popular in five states.
Candy Industry editor Crystal Lindell said that despite significant concern with the pandemic wreaking health havoc in October 2020, holiday spending held steady.
“A lot of people were buying for themselves, and they ended up buying a lot of candy,” Lindell said. “But it’s certainly good that trick-or-treating is going to be up.”
Overall, the best-selling candy in the country is, in order: Reese’s Peanut Butter Cups, Skittles, M&Ms and Starburst.
And while perennial favorites like Snickers and Hershey Kisses make the top 10 — Hershey’s miniature bars are the top seller in Pennsylvania — there are also some surprising entries on the list, like the cinnamon-flavored Hot Tamales coming in at No. 5, followed by Sour Patch Kids at No. 6.
Lindell said that could have to do with members of the millennial generation getting deeper into adulthood.
“Millennials are definitely in a nostalgia phase,” Lindell said. “My fiancee collects Transformer figures. They’re looking for that ’80s and ’90s consumption, and brands are playing into that.”
Lindell is partial to the Snickers Peanut Butter bar that came out a couple years ago.
In terms of flavors, Candy Industry tracks discussion of the topic on social media, and said tangerine as a flavor has gone up by more than 71%, while mentions of mint-flavored candy has declined by nearly 24%.
But while new candy debuts all the time, longtime brands like Hershey’s, M&Ms and Reese’s always perform strong.
“You’re seeing some brand extensions,” Lindell said. “Reese’s has added pretzels and potato chips to their products, and that’s gone well. But brands that consumers know continue to be very important, and consumers are mostly seeking out the traditional favorites.”
