Seasonal Candy Heats Up: Promotions and Assortments Tell the Real Story

As Halloween approaches, a look at the largest US national grocery retailers and mass retail chains reveals a clear picture: the real movement in the seasonal candy aisle isn’t just about what’s on shelves, but how it’s being promoted.

As expected, seasonal candy distribution has surged 102.9% week over week, signaling that retailers are fully stocked for the holidays. Nearly half (43.3%) of all seasonal candy items are currently being promoted in comparison to 24.8% the week before. 

One of the largest, most popular, mass retailers has been making some moves and is shifting its promotional strategy. The retailer increased promotions on Hershey’s products by 52.8% week over week, with 60.8% of Hershey’s seasonal candy now on promotion, up from just 8% the previous week. Meanwhile, they reduced promotions for M&M’s by 82.8%, indicating a change in brand prioritization.

Overall distribution at these four retail chains  is down when compared to 2024, suggesting they are focused on assortment performance rather than quantity. When it comes to shelf space across mass and national grocery retailers, Reese’s branded products lead seasonal assortment at 21.7%, followed by Mars (19.9%) and Hershey’s branded products (14.9%). Year over year, both Hershey’s (+14.0%) and Mars (+13.0%) have expanded their seasonal assortment, while Reese’s has narrowed its focus and declined slightly (-2.1%).

The Halloween candy battle is in full swing. While prices have held relatively steady year over year, promotions are starting earlier, extending wider, and offering slightly deeper discounts. Across the marketplace, retailers are sharpening their assortments and promotional strategies to capture every sweet sale.