Participation Rates and Demographics
In 2023, an estimated 73% of U.S. households participated in trick or treating, according to the National Retail Federation's annual Halloween consumer survey. The highest participation was among families with children under 12, with roughly 85% of these households distributing candy or hosting events. Participation rates in suburban areas remained higher than in rural or urban cores, driven by neighborhood density and safety perceptions. For detailed demographic breakdowns, see the NRF's full report on seasonal spending patterns National Retail Federation Halloween Survey.
The average U.S. household spent $100.45 on Halloween in 2023, up from $97.53 in 2022, with a significant portion allocated to candy and costumes. Children aged 5 to 12 are the core trick or treating demographic, though teen participation in costume parties and community events has grown. The National Confectioners Association reports that 80% of parents plan to take their kids trick or treating, making it the most common Halloween activity for families.
Retail and Candy Industry Impact
U.S. Halloween retail sales reached $12.2 billion in 2023, with candy and snacks representing the largest single category at $3.6 billion. The top-selling candy brands include Reese's, Skittles, and M&M's, which consistently rank as the most requested treats by trick or treating children. Major retailers such as Walmart, Target, and Amazon dominate seasonal candy and costume sales, with Walmart reporting over $1 billion in Halloween merchandise revenue in 2023.
Candy manufacturers ramp up production months in advance, with Mars Wrigley and The Hershey Company expanding seasonal lines to capture market share. The seasonal demand spike affects supply chains, with retailers placing bulk orders as early as August. For a broader view of seasonal retail trends, see Forbes' coverage of Halloween economics Forbes Halloween Spending Statistics.
Safety, Regulation, and Community Trends
Local governments and community organizations have updated trick or treating guidelines to address traffic safety and allergy concerns. Many municipalities now designate specific hours for trick or treating, typically between 5:30 PM and 8:00 PM, to reduce pedestrian accidents. The Teal Pumpkin Project, launched by Food Allergy Research and Education (FARE), encourages households to offer non-food treats, with over 100,000 households participating nationwide in 2023.
Technology is reshaping the tradition, with apps like Nextdoor and Facebook Groups used to organize neighborhood trick or treating routes and safety alerts. Some cities have introduced designated "trunk or treat" events in parking lots as safer alternatives to traditional door-to-door visits. For regulatory context on consumer safety during seasonal events, see the U.S. Consumer Product Safety Commission's Halloween guidelines CPSC Halloween Safety.