What We’re Eating on October 31 (and Craving After)

 

Halloween has become one of the biggest spending holidays in America—and this year is bigger than ever. According to the National Retail Federation, Americans are expected to spend a record $13.1 billion on Halloween this year. That’s up from $11.6 billion last year, and even more than the previous record of $12.2 billion set in 2023.

So, Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® asked where does all that money go? Costumes and decorations are big, but the real star of the night is food—especially candy. Let’s find out.

Candy Rules the Night

Halloween and candy go hand-in-hand. This year, candy sales alone are expected to hit $3.9 billion.

Fun fact: The average trick-or-treater can haul in 3,500–7,000 calories worth of candy in just a couple of hours! That’s more than triple what most adults need in a day. No wonder parents often set “trade-in” bowls at home so kids can swap candy for toys, books, or healthier snacks.

What’s on the Menu Halloween Night

Of course, it’s not just candy. Whether you’re passing out treats or hosting a party, people are also reaching for easy, shareable foods like:

·       Pizza – one of the top five pizza delivery days of the year.

·       Pumpkin-shaped cookies and cupcakes with spooky designs.

·       Savory snacks like nachos, popcorn mixes, and cheesy dips (because we can’t live on sugar alone).

Tip: If you’re hosting a party, try a mix of sweet and savory snacks so your guests don’t burn out on sugar too fast.

The Week After Halloween: Time to Reset

After a night (or week) of too many peanut butter cups, most of us are ready for something a little lighter. Post-Halloween cravings often shift toward:

·       Comfort foods like soups, stews, and chili (perfect for chilly November nights).

·       Protein-packed meals like rotisserie chicken, hearty salads, or grab-and-go sandwiches.

·       Better-for-you snacks such as fruit cups, yogurt, or trail mix to replace the candy stash.

Fun fact: Many grocery stores see a bump in rotisserie chicken sales in the days right after Halloween—families want something quick, filling, and not loaded with sugar.

Insights from the Grocerant Guru®

The Grocerant Guru® says it best: “Halloween is about indulgence, but the week after is about recovery and convenience. The trick is offering consumers what they actually want in that moment.”

Here’s what that means for stores and restaurants:

·       Before and during Halloween: Offer bundles like pizza + soda + cookie kits, or “snack packs” that pair candy with chips or drinks.

·       After Halloween: Spotlight healthier meal deals—soup and salad combos, family chicken dinners, or even “candy detox” snack packs.

·       All season long: Highlight value. With nearly 80% of shoppers expecting higher prices this year, deals and smart bundles really matter.

Think About This

Halloween might be powered by chocolate and candy corn, but what really matters is how food connects us—to our families, our friends, and even our neighbors. Celebrate with sweets, balance with comfort food afterward, and look for creative meal deals that make life easier.

That way, Halloween becomes more than just a sugar rush—it’s a season of sharing, indulging, and then resetting together.

 Top 5 Halloween Foods vs. Top 5 Post-Halloween Cravings

Halloween Night Favorites

1.       Candy, candy, candy ($3.9B spent this year!)

2.       Pizza (one of the top 5 delivery nights of the year)

3.       Spooky cookies & cupcakes

4.       Popcorn mixes & nachos

5.       Sugary drinks & punch

The Week After Halloween

1.       Soups & stews (comfort in a bowl)

2.       Rotisserie chicken & protein meals

3.       Hearty salads & veggie sides

4.       Better-for-you snacks (fruit, yogurt, trail mix)

5.       Sandwiches & easy family dinners

Let’s Build a Partnership for Growth

Looking for the right partner to drive sales and amplify your marketing impact? Success leaves clues—and we may have the exact insight you need to propel your business forward.

Explore innovative food marketing and business development strategies with Foodservice Solutions®.

 Contact us at Steve@FoodserviceSolutions.us Learn more at GrocerantGuru.com