Americans set to spend $3.9 billion on Halloween treats, with chocolate as the favorite.

Halloween candy takes center stage, making trick-or-treating an exciting hunt for goodies. With a variety of options available, from classic mini chocolate bars like Reese's and Snickers to the divisive candy corn, there is something for everyone. Americans are projected to spend $3.9 billion on Halloween candy this year.

“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” says National Retail Federation Vice President of Industry and Consumer Insights Katherine Cullen. “Whether it’s dressing in costume or carving a pumpkin, more consumers plan to take part in Halloween activities and traditions. Retailers are prepared to ensure the shopping experience is a treat for consumers this Halloween season.”

In the United States, Halloween ranks second in consumer spending on treats, gifts, and decorations, following Christmas. This year, the NRF estimates that Halloween spending will reach a record high of $13.1 billion.

Although Americans spend money on costumes, decorations, and Halloween-themed cards, candy remains the top purchase for many. According to a NRF survey, Americans are expected to spend around $3.9 billion on candy during this upcoming Halloween season. Additionally, 96% of households plan to buy candy for Halloween in 2025.

Halloween's iconic Candy Corn

Each year, over 35 million pounds – or about 9 billion pieces – of candy corn are produced, according to the National Confectioners Association and most are eaten around Halloween.

It's the No. 3 rated Halloween treat, behind chocolate and gummy candy. Candy corn is the classic Halloween treat, but consumers are split on the “correct” way it should be eaten.

Top Halloween treats

While many Americans prepare for Halloween in October, one-quarter of them say they will buy chocolate and candy before the month begins. The most popular treats for the season include chocolate, gummy candy, and candy corn. Additionally, 89% of people prefer these treats in seasonal shapes, colors, and flavors.

Favorite candy by state

Candy corn was more popular in the Midwest and South, while Sour Patch Kids dominated in the Northeast. Here’s a look at the top unique candies in each state, according to Instacart's Sweet Tooth study:

Skipping the sugar

This Halloween, if you're looking to skip the sugary treats and offer something different, consider participating in the Teal Pumpkin Project. This initiative promotes food-free Halloween treats for children with allergies or other conditions. Instead of candy, you can fill your bowl with items such as glow sticks, pencils, small toys, Halloween party favors, and mini jars of Play-Doh. To show that you have allergy-safe treats available, place a teal pumpkin or a teal pumpkin sign on your doorstep.

SOURCE USA TODAY Network reporting and research; National Retail Federation; National Confectioners Association