Key takeaways:
- Halloween spending is forecast to reach record highs in 2025, fueling demand for limited edition snacks and desserts.
- Brands are blending nostalgia with innovation – from eerie bakery treats to glow-in-the-dark packaging – to stand out on crowded shelves.
- Consumers are embracing ‘micro-occasions’, driving growth in affordable indulgence and playful, seasonal formats across categories.
Retail data science firm 84.51° reports that Halloween celebrations are creeping in earlier than ever, with 42% of households having started festivities in September. Its Consumer Digest finds that 88% of hosts plan to decorate indoors, 84% outdoors and 85% intend to serve themed sweets – proof that food and décor remain at the heart of the occasion.
But while enthusiasm is strong, consumers are trimming spending. One in three Americans plans to spend less on candy this year and 41% say they’ll cut back on décor. Yet the National Retail Federation (NRF) expects total Halloween spending to hit a record $13.1 billion, up from $11.6 billion in 2024, with per-person spending forecast at $114.45.
Meanwhile, research from Mintel highlights a surge in ‘micro-occasions’ – small, joyful moments that offer affordable escapism. From themed baking to nostalgic snacks, consumers are embracing Halloween as a chance to indulge in short bursts of creativity without major expense. With chocolate still the top treat for 91% of shoppers and fruity candy next at 55%, 2025’s Halloween launches deliver both comfort and novelty in equal measure.
The dog days of Halloween
Few Halloween recipes are as iconic as Pillsbury’s Crescent Mummy Dogs and this year, the US brand has gone one step further – into the pet aisle. It’s launched a Mummy Dog Costume for dachshunds ($39.99 at shop.pillsbury.com) inspired by its beloved crescent-wrapped hot dog recipe.
“With our beloved Crescent Mummy Dogs being such a Halloween staple, it only made sense to lean into the growing desire for more wiener-dog costumes,” said Michelle Odland, VP and business unit director.
The company is also partnering with DoorDash to deliver DIY Mummy Dog kits nationwide through October, pairing Pillsbury Crescent Roll Dough with Oscar Mayer hot dogs. It’s a 360° activation that fuses home baking, humor and pet culture – a rare feat in seasonal marketing.
Savory spooks
Savory pastry giant Ginsters is heating up Halloween with its Limited Edition Haunted Hog Roast Pasty (180g, RRP £2.25). The comforting blend of British pork, sage and onion stuffing, apple sauce and golden puff pastry captures the essence of autumn while giving shoppers a reason to explore the savory pastry fixture.
“Ginsters continues to lead the way in flavor innovation for the savory pastry category,” said marketing director Sarah Babb. “Our brand-new Haunted Hog Roast Pasty will keep the excitement high this season.”
Landing in Sainsbury’s, Morrisons and Heron Foods from September 30, it’s a timely reminder that Halloween isn’t limited to sugar – it’s also a moment for warm, hearty comfort food.
Dessert drama
The UK’s Delicious Desserts Company is serving up indulgence with its Spooktacular Yum Yums (October 29-November 2) and Halloween Choc ’N’ Orange Éclairs (from October 6 in Tesco). Rich, creamy fillings and bold orange chocolate coatings capture the playfulness of the season, while the return of the Millionaire’s Shortbread Éclair brings a nostalgic twist to the supermarket chiller.
Available across Tesco, Sainsbury’s, Asda and Morrisons, the lineup is designed to tempt impulse shoppers and inspire family treat moments. With consumers tightening discretionary spending, these short-run bakery specials add excitement and perceived luxury to everyday grocery trips.
Light up the snack aisle
This Halloween, Goldfish is lighting up family snack time with its first-ever Glow-in-the-Dark Halloween Multipack (24 count, SRP $11.99). Each bag charges in sunlight, then glows when the lights go out – a playful feature designed to make trick-or-treating, lunchboxes and party favors extra memorable. The limited-edition packs, available nationwide from September, are already drawing buzz for their clever packaging and shareable appeal.
“Goldfish lovers look forward to our limited-time offers, and we’re excited to give them something new to celebrate,” said Mike Fanelli, senior director of Goldfish at Campbell Snacks. “The nostalgic charm of Halloween and the fun of glow-in-the-dark packaging deliver a snack that gets the whole family into the spirit.”
The glowing launch arrives alongside another seasonal tie-in – the Snoopy Peppermint Cocoa Grahams (SRP $3.69/6.1oz bag), created in partnership with Peanuts to mark the comic’s 75th anniversary. With peppermint-cocoa flavor and new Snoopy-shaped pieces joining the iconic Goldfish, it’s a sweet double act blending nostalgia, innovation and family-friendly fun.
Protein with a punchline
High-protein brand Chomps is muscling into Halloween with its limited edition Snack-o-Lantern Pack, featuring 24 Original Beef and Sea Salt Beef Sticks. The carton includes pop-out pumpkin faces and a small tea light so it can be reused as a glowing Halloween decoration.
“More parents are seeking snacks with more protein and less sugar,” said Pete Maldonado, cofounder and CEO of Chomps. “This launch gives them a festive, fun way to stock up ahead of trick-or-treating.”
Already in 19 million US households, Chomps is expanding its reach through seasonal humor and functional indulgence – a sign that protein snacks are no longer confined to gyms.
Pie and a pint
Premium UK pie maker Higgidy is taking its pies public with a one-day pop-up pub, The Higgidy Arms, opening in London on October 23. Guests can enjoy a pie, sides and a pint of Guinness for £10, or grab takeaway pies for £2, served fresh between noon and 4pm.
“It was fantastic to see queues around the block at our pop-up shop earlier in the year,” said Pamela Bower-Nye, cofounder of Higgidy. “We hope our pub experience will be just as popular.”
With Brits spending around £1 billion a year on pies, the activation cleverly links brand storytelling with experiential dining while giving Higgidy fans a reason to share their lunch on social media.
Crêpes with a curse
Snack brand Whaoo! has given its signature Chocolate-Filled Crêpes a spooky makeover, launching limited edition Halloween packs that retail from £1.88 (around 32p per treat) in ASDA, Co-op, Morrisons, Tesco and Ocado across the UK. The individually wrapped crêpes feature haunted orange-and-black packaging and contain no palm oil or artificial colors.
“We wanted to create something that brings a little extra magic to Halloween,” said managing director Jean-Pascal Allemand.
With portable, low-mess appeal and child-friendly flavor, Whaoo!’s Halloween edition is tailor-made for lunchboxes, party bags and quick rewards – proof that seasonal NPD doesn’t have to reinvent the wheel to stand out.
Bite-sized boo
Mini-snack specialist Little Bites is back with Trick-or-Treat Spooky Chocolate Chip Mini Muffins, a 20-pouch multipack (SRP $8.99) now on shelves at Kroger, Walmart and ShopRite across the US. Each pouch holds two bite-size muffins perfect for classroom celebrations, office snacks or Halloween night handouts.
“With every limited edition run, we look for ways to make celebrations easier for parents and more fun for kids,” said Moira McGinley, brand director for Little Bites at Bimbo Bakeries USA. Designed for convenience and portion control, Little Bites continues to dominate family snacking by turning everyday treats into miniature moments of festivity.
Web of flavor
Pillsbury Funfetti is closing the season with a creative home-baking twist – the Spiderweb Swirl Fudge Brownie Mix (18.4oz, SRP $3.29). The mix produces rich chocolate brownies with a marshmallow swirl that forms a striking spiderweb pattern – ideal for parties or cozy nights in.
“Halloween is the ultimate season for creativity in the kitchen,” said Dan Anglemyer, COO at Hometown Food Company. “Our new Funfetti mix turns everyday baking into a memory-making moment.”
Available across major US retailers through October, the launch taps the home-baking boom identified by Mintel, as families seek low-stress ways to add flair to seasonal gatherings.
Monsters reborn
General Mills’ legendary Monsters Cereal gang – Count Chocula, Boo Berry and Franken Berry – are back with a fuzzy new twist for 2025, thanks to a collaboration with The Jim Henson Company, which marks its 70th anniversary this year. The makeover sees the spooky trio reimagined as puppet-inspired characters, blurring the line between breakfast nostalgia and collectible art.
Starting in August, limited-edition boxes will roll out featuring the puppet-styled Monsters, timed perfectly for “Summerween” and early spooky-season fans. A special fuzzy Franken Berry collector’s box, designed to mimic the soft fleece texture of the puppets, drops exclusively on Walmart.com on October 7.
Since their debut in 1971, Monsters Cereals have been a seasonal staple for generations. This latest reboot – merging pop culture, design and nostalgia – reinforces how General Mills keeps its Halloween heritage alive while attracting a new wave of collectors and cereal superfans.
Scary good bakery
In the US, Paris Baguette is going full theatrical with its limited edition Halloween collection, headlined by the Dirt & Worms Chocolate Chiffon Cake and Dirt & Worms King Cream Donut, inspired by nostalgic childhood desserts. The Vanilla Scream Ghost Cake and Spider Mochi Donut complete the spooky set, combining inventive presentation with the brand’s trademark café flair.
“Halloween sparks a special kind of creativity rooted in nostalgia and fun,” said Cathy Chavenet, chief marketing officer at Paris Baguette North America. “Our Dirt & Worms Cake and Donut perfectly capture the joy and spirit of the season.”
With vibrant, shareable aesthetics and recognizable flavors, Paris Baguette is positioning itself as the go-to bakery-café for Instagram-ready indulgence.
