Grocery stores that offer Halloween supplies beyond candy play to shoppers’ desire for convenience.
By Tom Duffy, Senior Advisor, Industry Relations, FMI
Halloween has long been synonymous with candy, costumes, and festive decorations. While candy remains a seasonal staple in grocery stores, the past few years have seen a significant shift: nonfood Halloween items are emerging as powerful drivers of growth and differentiation for grocery stores.
For the 78% of Americans who celebrate Halloween and anyone who steps into a U.S. grocery store during the month of October, jumbo bags of candy and ingredients for witches’ brew have been the central identifiers of the season in the grocery space. While candy remains a staple, with 29% of celebrators reporting that they will buy more candy this year than last, nonfood items are top of mind for shoppers. From costumes to decorations, these products not only enhance the Halloween experience but also contribute to total store success.
The Convenience of Nonfood Halloween Items
Grocery retailers that have expanded their Halloween offerings beyond traditional food items are meeting a key consumer need: convenience. Shoppers often feel overwhelmed during the holiday season, and grocery stores that provide a one-stop shop for seasonal essentials—like decorations, party supplies, and household items—can ease that burden. Costumes and glow-in-the-dark accessories, for example, appeal to a wide range of customers, including the 17% who expect to spend more on costumes this year.
Insights from FMI’s Nonfoods Council
FMI’s Nonfoods Council members underscore the growing importance of nonfood items in driving store traffic and sales during Halloween. Best practices include proactive merchandising, early planning, and trend awareness to capture consumer interest. Successful retailers are monitoring emerging lifestyle trends to curate assortments that resonate with shoppers. The Council emphasizes that innovative displays, cross-category bundling, and community engagement activities can transform Halloween into a retail event that extends beyond candy aisles, positioning grocery stores as convenient, festive destinations.
The Halloween season represents a dynamic growth opportunity for grocery retailers willing to look beyond candy and embrace the power of nonfood items. By prioritizing convenience, proactive merchandising, and trend-forward assortments, stores can become the destination of choice for festive shoppers.
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