Americans to Spend a Record $13.1 Billion on Halloween

Enjoy this special Halloween edition of the Investor Alert! After the commentary, our investment team shares their favorite stock “treat” of the week.

Want to hear something really scary?

The ongoing government shutdown, now in its fourth week, is projected to cost the U.S. economy as much as $14 billion, the equivalent of a 2 percentage point hit to gross domestic product (GDP).

That’s according to the nonpartisan Congressional Budget Office (CBO), which adds that most, but not all, of the shutdown’s negative effects could be reversed once the government reopens—whenever that happens.

As if that weren’t all, U.S. businesses and consumers are still facing an average tariff rate of 18%, the highest in about 90 years. Yale’s Budget Lab estimates that this translates into an income loss of around $1,800 per household this year alone, a not-insignificant amount.

That’s because consumers are shouldering most of the tariffs, according to Goldman Sachs. In a note to investors dated October 12, economists with the investment bank wrote that American households are currently responsible for paying about 55% of the new levies, while companies are paying 22%. The remaining 23% is either absorbed by foreign exporters or avoided altogether.

Higher Candy Prices Will Contribute to Record Spending This Halloween

Among the goods that have been marked up recently are Halloween candy, costumes and decorations. The National Retail Federation (NRF) estimates that Americans will fork over a record $13.1 billion on Halloween this year, up from last year’s $11.6 billion and exceeding the previous record of $12.2 billion, set in 2023. Nearly 80% of surveyed consumers said they expected prices to be higher this year due to tariffs.

(Tariffs were also cited as the reason why some consumers are planning on spending less on Christmas later this year. Preliminary data from the Conference Board suggests that U.S. households will spend 4% less on gifts and 12% less on everything else compared to last year.)

Not all price hikes can be blamed on tariffs, though. That’s especially true when it comes to cocoa, used to make your favorite chocolate treats. West Africa, where some 70% of the world’s cocoa supply comes from, was hit by plant disease and drought in the past couple of years, causing futures prices to spike as high as $12,000 per metric ton at the end of last year.

cocoa prices still elevated

Producers Reducing Cocoa Content

Earlier this year, a number of chocolatiers, including Hershey, Lindt & Spruengli and Mondelēz, announced higher chocolate candy prices as a result of increased input prices. Hershey warned of a double-digit percentage increase.

That’s not the only change they made. Maybe you’ve noticed, but many companies have had to “reformulate” their chocolate recipes by replacing expensive cocoa with other ingredients. This has led some companies to quietly remove the words “milk chocolate” from their candy bar wrappers, as they no longer meet the regulatory definition of milk chocolate.