‘The Five’: Is equity ruining Halloween?
‘The Five’ co-hosts discuss whether equity is ruining Halloween after a homeowner association requested residents stop handing out full-size candy bars. Dana Perino shares her thoughts on the neighborhood pressure, while Greg Gutfeld suggests giving out old tube socks instead.
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Trick-or-treating, like most expenses recently, will come with a bigger price tag this Halloween.
The increase is hitting as families prepare for a holiday built around candy. Shoppers, however, still plan to spend billions on Halloween treats, even as rising prices make affordability part of the seasonal calculation.
Candy prices rose 7.7% over the year through September, more than twice the overall inflation rate of 3.7%, according to the Bureau of Labor Statistics. The figure tracks candy and chewing gum broadly, rather than Halloween-specific products.
But higher prices haven’t pushed candy out of the Halloween budget.
The National Retail Federation expects Americans to spend $4.1 billion on candy this year as part of a record $13.5 billion in overall Halloween spending. Its survey found that 96% of Halloween shoppers plan to buy sweets.
“Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” NRF Vice President of Industry and Consumer Insights Allison Zeller said.
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Americans are expected to spend $4.1 billion on Halloween candy this year, even as prices rise faster than overall inflation. (Brandon Bell/Getty Images)
The NRF found that 31% of shoppers plan to comparison shop if prices are higher than expected, while 26% will look for coupons or sales. Retailers are offering products across a range of price points to help shoppers celebrate within their budgets, Zeller said.
NIQ said rising costs for housing, transportation and everyday essentials are shaping spending decisions, but Halloween remains an occasion consumers are willing to protect.
That resilience showed up in last year’s sales. Halloween confectionery sales rose 7.6% in 2025 even as unit sales fell 2.5%, suggesting shoppers spent more while taking home fewer items. Chocolate had the largest average unit-price increase among the confectionery categories NIQ tracked, at 11.5%.
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The National Retail Federation found that 31% of shoppers plan to compare prices if Halloween candy costs more than expected. (Sarah L. Voisin/The Washington Post/Getty Images)
“Consumers continue to make room for Halloween. What’s changing is how they participate,” said Chris Costagli, NIQ’s vice president of food and beverage thought leadership. Shoppers are starting earlier, spreading purchases across more trips and evaluating items more carefully, he said.
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The National Confectioners Association said candy makers and retailers offer seasonal promotions and different package sizes to give shoppers options at various price points.
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