Washington — Candy is a perennially popular treat, but as seasons change, so do opportunities to generate interest and sales. Research from Circana shows that consumers are actively seeking and savoring seasonal products across confection sectors.
Seasonality is not a new concept, of course. But in addition to returning favorites like candy canes, chocolate bunnies, and candy corn, manufacturers are expanding their seasonal portfolios with more flavors, shapes, sizes, and packaging.
These innovations span the four major candy holidays — Halloween, Christmas, Valentine’s Day, and Easter — which together account for two-thirds of total chocolate and non-chocolate candy sales. Additionally, mini holidays are becoming increasingly popular. Circana insights reveal a variety of seasonal candy trends driving creativity and excitement across both digital and physical stores, even amid ongoing macroeconomic uncertainty.
Tricks & Treats
Halloween has long been a top season for candy production, marketing, and consumption. Total candy sales, including chocolate and non-chocolate items, reached nearly $7 billion during the 2025 spooky season, Circana reports.
As with other holidays, Halloween reflects external forces shaping the market. Lingering economic concerns affected the marketplace in 2025, with 43 percent of households reporting they bought fewer candies and treats to save money.
While shoppers might have been wary, they still put candy in their cart for themselves and to pass out to others. For example, while high prices at the time contributed to a decline in volume and pound sales of chocolate Halloween candy, the non-chocolate candy segment saw an uptick. Volume sales of non-chocolate packaged Halloween items gained more than six share points last fall, surpassing packaged Halloween chocolate items for a 52 percent share.
Snack-sized chocolate candy also had a strong season last year, with shoppers going smaller for bigger savings. Snack sizes experienced nearly $141 million in growth compared to the previous Halloween.
Even as value remains a crucial driver and is expected to influence choices in 2026, consumers continue to crave novelty during the Halloween selling season. In 2025, several brands enhanced the candy experience with new formats and packaging, including mini candies sold in standup bags and dye-free candies in festive shapes. Mystery flavors also found fans during spooky season, with products like that providing an element of surprise for candy lovers.
Additionally, manufacturers and retailers are tapping into the extended Halloween season, which now includes the “Summerween” period that begins when people are still enjoying flip-flop weather. Circana data shows that seasonal Halloween candy dollar sales hit $110 million in August 2025, up from $101 million in August 2024 and $63 million in 2023. There is also potential to bundle together Halloween and Christmas products with “Hallowmas” offerings that can stay on shelf longer.
Chew on this: Allergens are becoming a focus during the Halloween season. More than one-third (34 percent) of households consider allergens and seek out allergy-friendly products when buying Halloween treats, while 14 percent of households offer non-candy treats to accommodate allergies.
For the third year in a row, brick-and-mortar stores lost share to e-commerce during the 2025 Halloween season. E-commerce volume sales hit $71 million for chocolate and non-chocolate candies, up from $62 million in 2024.
When it comes to trick-or-treating, 75 percent of consumers said they planned to hand out chocolate candies in 2025, 59 percent planned to pass out gummies, and 29 percent expected to give away other candies, such as marshmallow, caramel, or powdered treats.
’Tis The Season
For Holiday Candies
Some Halloween trends carried over into the busy winter holiday season in 2025. Circana data confirms that consumers remained mindful of value while indulging in cravings for seasonal confections. For example, shoppers made more trips for Christmas candy during the latest holiday period, even though unit sales were down.
In an interesting flip of Halloween trends, sales of seasonal non-chocolate products came in lower than chocolate products during Christmastime, even as cocoa prices remained high. Consumer interest in value-priced seasonal products was evident in brand and product performances, with demand for super-premium chocolate and non-chocolate Christmas candy softening, while private label non-chocolate products gained momentum.
Other trends emerged within the seasonal Christmas marketplace. From a demographic perspective, more than two-thirds of Christmas candy was purchased by Gen X and Boomer shoppers, who remain highly engaged with these products.
There was some shifting within channels during the latest holiday period, too. Chocolate demand was concentrated in grocery and ecommerce channels, while non-chocolate growth was driven by dollar and ecommerce, as shoppers moved away from mass retailers.
Social commerce siphoned away some consumers: Circana data shows that the TikTok Shop is now as large as established specialty channels like pet and farm or automotive. Fruity and chewy sweets led TikTok Shop candy sales during Christmas 2025.
As channels fragment, candy makers are focusing on R&D to stay competitive in a crowded holiday field. Innovation revolves around seasonal twists on favorites, such as adding colorful candy bits to traditional chocolate bars, launching a favorite chocolate bar or gummi candy in a different shape, or even borrowing flavors from other categories, like soda or tea.
Chew on this: Total chocolate and non-chocolate candy sales reached $1.8 billion during the 2025 Christmas season (8 weeks ending December 28, 2025), up from $1.7 billion in 2024.
Seasonal Christmas chocolate candy sales topped $1.31 billion during that same period, while total seasonal Christmas non-chocolate candy sales hit $0.47 billion.
Top-selling chocolate items for Christmas 2025 featured classic flavors, but the fastest-growing products included iconic brands in bulk bags and assorted flavors.
With 23 percent of households using GLP-1 medications — up four share points compared to 2024 — these households over-index for seasonal candies during the Christmas holidays.
Feeling The Love For The Other Big Candy Seasons
Circana’s full reports on Valentine’s Day and Easter for 2026 are not yet available, but 2025 insights offer a glimpse into consumer preferences and behaviors.
Candy remains one of the most popular gifts for Valentine’s Day. Combined, chocolate and non-chocolate candy sales reached $3.25 billion for the four-week period ending February 23, 2025. Chocolate candy sales rose 0.5 percent during that time, exceeding $2.15 billion.
Easter is another major confection holiday of the calendar year. Circana’s research shows that chocolate candy was the top Easter-related category during the one-week period from April 13 to 20, 2025, with a $214 million week-over-week dollar lift. Non-chocolate candy posted a $150 million increase during the same period.
Brands and retailers can likewise leverage interest in mini holidays that become occasions for candy consumption. Red, white, and blue candies attract consumers’ eyes ahead of Memorial Day and Independence Day, while International Chocolate Day in September offers another chance to boost sales.
The bottom line: Keeping the physical and digital candy shelves fresh makes it interesting for consumers and potentially lucrative for stores and manufacturers alike.
Contributor Info: Dan Sadler is vice-president, client insights at Circana, with more than 30 years of experience in CPG, specializing in the confectionery category and leading partnerships with many of the industry’s top manufacturers, delivering insights that drive category growth. He can be reached at daniel.sadler@circana.com.
