Source: FILE PHOTO: People trick-or-treat in a Brooklyn neighborhood on Halloween night on October 31, 2015 in New York City. What are this year’s favorite candy? Find out.
Every October, Americans stockpile candy for trick-or-treaters, and this year the spending is projected to hit new highs. According to the National Confectioners Association (NCA), Halloween candy spending in 2025 is expected to reach about $3.9 billion. With that kind of money on the line, here are the five standout treats dominating tables and haunted houses across the country.
1. Reese’s Peanut Butter Cups Taking the crown once again is Reese’s. Multiple reports — including one from M&M’s (via M&M’s’ parent company) and other market watchers — show Reese’s as the top-selling Halloween candy by volume and weight sold in October. The sweet interplay of chocolate and peanut butter continues to win over candy-seekers of all ages. If you want your candy bowl to be the one that vanishes fastest, load up on Reese’s.
2. M&M’s (Plain & Peanut) Close behind Reese’s are the M&M’s brand — including both the classic milk chocolate and peanut varieties. Data shows M&M’s consistently rank among the top-brands by household penetration and sales for Halloween purchases. Their colorful, bite-sized format, stable melt profile, and broad appeal make them a go-to for households handing out treats.
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3. Skittles If you’re looking for something non-chocolate but still massively popular, Skittles takes the lead in the fruity-chew category. Many analysts place Skittles in the top five best-selling Halloween candies for 2025. They offer a bright and fun alternative to chocolate and are especially appreciated by age groups that favor chewy or fruity treats.
4. Snickers Snickers continues its strong showing, combining nougat, caramel, peanuts and chocolate into a fuller treat. It frequently appears among the top-ranked candies by sales. Because it delivers a more “substantial” bite, many households pick up Snickers when they anticipate heavy trick-or-treat traffic or older kids.
5. Sour Patch Kids Rounding out the top five is Sour Patch Kids, representing the sour/chewy segment of Halloween candy. Especially popular with younger generations like Millennials and Gen Z, these are rising in purchase share. If you want to cater to kids who love that sour-then-sweet zing, these are a solid choice.
Quick Takeaways for Candy Buyers Stick with proven winners. Reese’s and M&M’s demand is high—buy early so you don’t get stuck with outdated stock. Include variety. Adding a mix of non-chocolate (Skittles, Sour Patch Kids) keeps things interesting for trick-or-treaters who might skip classic bars. Watch budgets. Candy prices have risen significantly in recent years — candy bags now cost far more than they did just a few seasons ago. Buy in bulk smartly. Large bags or value packs are sensible when you expect heavy traffic; smaller size bags may be sufficient for lighter expected turnout. Presentation matters. Display your candy early, and consider having them ready ahead of door-bell time so you don’t scramble last minute.
With this lineup of top-selling candies, you’re well-equipped to become the house that kids hope for—and the one parents thank. Whether you’re buying for big crowds or handing out treats to a few neighbourhood families, these five picks will cover the bases well.
