Trick, treat and trade: Halloween must-stock, bestsellers, NPDs

Halloween in Britain has come a long way from the days of carved turnips, damp bonfires and the occasional bag of toffees from a well-meaning neighbour. It is now firmly established as a prominent event for UK consumers, with 41 per cent of Brits saying the event is more important to them and their family members compared to other holidays.

For today’s households, it is less about ghouls and ghosts and more about gatherings, themed treats, costumes, decorations and of course food and drinks.

Halloween 2025 promises to be even bigger than 2024, as it falls on a Friday, allowing for a whole weekend of celebrations. Bonfire Night falls mid-week allowing a series of days to celebrate right up until the following weekend.

For British convenience retailers, that’s not just good timing; rather it is the golden slot on the calendar, falling neatly before the Christmas buzz begins. It’s a short, sharp, high-margin season that rewards those who embrace the spirit early and with flair.

For Britain’s convenience trade, Halloween sits in a sweet spot between community and commerce. It’s short enough to manage and visible enough to matter. Every trick-or-treat bag, every pumpkin carving kit, every “spooky night in” party runs on the kind of impulse, last-minute, top-up purchase that convenience stores excel at serving.

In the run-up to the night, it’s not the big weekly shop that drives sales but the rapid-fire missions - a parent dashing in for extra sweets at 7pm, a teen grabbing a multipack of crisps before friends arrive, or a neighbour discovering the tealights for their pumpkin lanterns were all used up last year.

Perhaps the biggest shift has been demographics. Halloween is no longer just for children, as adults have firmly taken centre stage. Data from both the UK and the U.S. shows a surge in spending on adult costumes, themed food and drink, and home parties.

Sweet treat economy

Sweets remain the undisputed kings of the season. Branded confectionery giants like Mars Wrigley, Mondelez and Haribo all produce Halloween-themed packaging, portion packs and “fun size” assortments that hit precisely the sweet spot for trick-or-treaters.

The big change over recent years has been format. Parents now prefer individually wrapped pieces for hygiene and portion control, while older shoppers pick up sharing pouches for home movie nights.

Chocolate counts too, but here the focus is on miniature indulgence. Multipack bars, spooky-shaped chocolates and limited-edition flavours (like orange-infused or cookie crumble variants) draw attention.

Mondelēz International is once again ready to dominate the Halloween aisle, with a stellar line-up of sweet treats perfectly suited for the spooky season.

Nicole Partridge, Senior Brand Manager, Halloween at Mondelēz International, said, “Halloween is an increasingly important sales opportunity for retailers.

“As Halloween grows in popularity, retailers have the great opportunity to stock up on treat size best-sellers such as our Cadbury Treatsize Sharing Selection.

In 2024 Cadbury Treatsize Sharing Selection became the number one selling SKU during Halloween and this year Mondelēz International is building on that momentum with new product inclusions.

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There is also the return of the popular Cadbury Dairy Milk Freddo & Friends sharing pack, as well as a Cadbury Fudge treatsize pack.

Sour Patch Kids has launched a new treatsize sharing pack, featuring watermelon and strawberry flavours.

Maynards Bassetts looks to capture shopper attention with a playful Halloween-themed makeover. Maynards Bassetts Liquorice Allsorts and Wine Gums are getting a new look for the spooky season, with Wine Gums renamed Spooky Gums and Liquorice All sorts becoming Black & White Liquorice Mix.

OREO Spooky, which saw incredible success in 2024 with its Halloween-inspired cookie embossing and orange coloured cream while retaining the classic taste of OREO biscuits, is back this year.

Meanwhile, sugar confectionery is no longer just for kids. Adult nostalgia sells strongly. The line-up by Swizzels is something that everyone is talking about.

Clare Newton, Trade & Shopper Marketing Manager at Swizzels, agrees: “Despite wider economic pressures, the category has remained resilient thanks to its accessibility and affordability, making it an easy way for shoppers to join in the celebrations without overspending.

“With Halloween falling on a Friday, celebrations are expected to extend into the weekend, increasing the number of purchase occasions and driving higher demand for treats, party formats, and impulse buys.”

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Products that bring theatre to the occasion, through novelty shapes, bold colours, and themed packaging, are particularly popular, as they offer more than just a sweet treat and are ideal for featuring in social media content and party settings.

Last year was the biggest Halloween in the market.

Private label Halloween sales, however, declined by -2.2 per cent, demonstrating that when it comes this consumer holiday, brands are king!

Consumers look to well-loved and trusted names when choosing sweets to fill tick-or-treating bowls.

Perfetti Van Melle’s suite of household-name brands grew by +4.5 per cent in value over Halloween 2024, outperforming the category in value and unit growth, and are set to contribute significantly to Halloween confectionery sales again this year.

Despite Halloween-themed confectionery drawing attention, the classic, core ranges are still key. Gifting formats like mini bags, tubs and sharing bags tend to be the most popular formats at this time of year, with sharing bags driving 62 per cent of Halloween confectionery sales.

Perfetti Van Melle’s selection of delicious sharing bag options is no exception, with overall sales increasing by six per cent at Halloween.

A spokesperson says, “Our Top 10 Halloween SKUs feature classics such as Fruit-tella Juicy Chews, Fruit-tella Berries & Cherry and Chupa Chups Best of Bags.”

These are must-stocks for retailers wishing to make the most of the Halloween gifting opportunity. Fruit-tella’s all-natural, vegan-friendly, fruit juice-infused chews and Chupa Chups’ array of fan-favourite fruit flavours

Chupa Chups, the UK’s leading lollipop brand, is diving into the upside-down with its latest collaboration. Teaming up with one of Netflix’s top streamed shows, Stranger Things, the £18million brand will unveil two brand new SKUs ahead of Halloween and the final instalment of the series.

Further adding the fun to the whole Halloween season is Bebeto and its biggest and boldest Halloween range yet with the addition of four new products and new look packaging.

Available now in key retailers and wholesalers including Spar and Parfetts, the hauntingly good new products include Witches Cauldron (130g bag), Mummies Bandages (160g bag), Witches Hair (160g bag) and Spooky Mix Multi Pack (375g - 15g x 25).

The new products sit within Bebeto’s existing Halloween range which includes popular items such as Super Sour Scary Skulls, Gummy Brains, Fizzy Fangs, Trick and Mix Party Pack and Spooky Mix Trick or Treat Box.

Snack attack

Beyond sugar, the biggest Halloween boom lies in snacks and party food. Because if there is one thing scarier than ghosts, it is running out of crisps at 8pm.

Themed shapes and limited-edition flavours give retailers a storytelling edge. Families hosting gatherings now want easy oven-to-table options that require zero prep like mini pizzas, mozzarella sticks, wings and sausage rolls.

Retail data shows clear spikes in crisps, popcorn, and nuts during Halloween week. And a leading name to rely upon when it comes to these is KP Snacks.

Stuart Graham, Head of Convenience and Impulse, KP Snacks, says, “At KP Snacks, we are catering to the growth of sharing occasions with a diverse portfolio of tasty snacks to generate demand and drive sales.

“Our exciting range has something for everyone, from tasty nuts to popcorn to pretzels and, of course, crisps.

“Worth £103m RSV and growing +3.8 per cent, the KP Nuts portfolio offers delicious flavours in a range of formats and is nearly five times bigger than the nearest branded competitor.”

Nuts are naturally packed with protein and fibre, delivering on both taste and health credentials, and have therefore been excluded from HFSS legislation. Nuts are a higher value purchase compared to other CSN products, where consumers are willing to spend more, helping to drive basket spend for retailers.

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Graham continues, “As the UK's number one ridged crisp brand, McCoy's is perfect for any autumn gathering.

“For shoppers looking to fire up the season's special occasions, the brand's latest offering, McCoy's Hot & Spicy, delivers the perfect blend of heat and seasoning, making it ideal for adding excitement to Halloween gatherings and Bonfire Night celebrations.”

The importance of the popcorn category shouldn't be underestimated within the sharing occasion. Perfect for cosy family nights spent watching films or casual family get-togethers, Butterkist remains the nation's favourite popcorn brand.

When stocking up for these Big Night In occasions, healthier sharing options should not be ignored.

“With under 100 calories per serving and a third less fat than the market leader, popchips offers a more permissible snacking option without sacrificing bold flavour.

“Tyrrells brings quality to Halloween and Bonfire Night occasions with its range of hand-cooked crisps. Created using premium ingredients, Tyrrells offers an elevated sharing experience that transforms ordinary gatherings into memorable moments, perfect for hosting during the autumn season,” Graham says.

Halloween and Bonfire Night have increasingly become stay-at-home occasions, with a focus on gatherings and family celebrations.

Tash Jones, Commercial Director at Fairfields Farm, agrees, “This shift is driving demand for snackable and easy-to-serve food. Crisps play a key role here, with larger sharing bags proving popular for parties, movie nights, and Bonfire Night events at home. Our 150g sharing bags are ideal for this, offering bold and comforting flavours.”

There is also a continued rise in demand for free-from options, so it's important to offer gluten-free, dairy-free, or vegan alternatives, like Fairfields Farm crisps, which are completely allergen-free.

Jones adds, “Consumers are also actively seeking fun and festive products, particularly themed or limited-edition items.

“Our newly launched Honey Roasted Chestnut & Sage flavour crisps, released in September, is a comforting, seasonal variety that's perfect for Halloween and Bonfire Night occasions.”

Halloween and Bonfire Night add up to a fortnight-long sales window for party favourites like St Pierre’s market-leading Brioche Buns, Brioche Hot Dog Rolls and Seeded Brioche Burger Buns.

Rachel Wells, Commercial Director at St Pierre Groupe comments on behalf of the St Pierre brand: “Our Brioche range has experienced a sales uplift in convenience around this time every year for the last three years, and we are confident of strong sales once again in 2025.

In the current climate, another trend affecting purchases for celebrations like these is the wish to reduce wastage. With the Halloween and Bonfire Night season spanning two weekends, St Pierre’s range safeguards shoppers from watching unused food going to waste in between times.

“The St Pierre Brioche Buns (six-pack), St Pierre Brioche Hot Dog Rolls and St Pierre Seeded Brioche Burger Buns (four-pack) are performing incredibly well, all pre-sliced for convenience and benefiting from an extended shelf life, to help consumers reduce in and out of home wastage,” Wells says.

Bubbles and booze

As for drinks, Halloween has become an increasingly important date on the refreshments calendar – soft and hard alike.

Soft drinks spike because of family parties and teen gatherings where parents prefer non-alcoholic choices. Orange, berry, apple and blood-red variants practically sell themselves. Energy drinks, too, benefit from the late-night buzz, especially in student-heavy areas.

With 60 per cent of shoppers planning to buy food or groceries for Halloween, the focus is shifting to in-home festivities.

Ben Parker, VP Sales – Off Trade, Carlsberg Britvic, shares with Asian Trader, “This year, Carlsberg Britvic is bringing the excitement to stores with Make Your Halloween Shockingly Tasty! – a bold promotion featuring a selection 7UP, Pepsi MAX and Tango products.

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“With eye catching point of sale materials, in-store displays and consumer competitions across select retailers, the promotion is designed to capture shopper attention and drive purchase during a key moment for fruit-flavoured carbonates, maximising seasonal impact in-store.”

Meanwhile, alcohol brands see Halloween as an early test run for Christmas. Cider-makers push autumnal flavours, spirits labels release limited-edition bottles with spooky branding, and even beer companies produce pumpkin ales or darker stouts for themed nights.

The cocktail trend has trickled down to the convenience shelf in the form of mixers, tonics, flavoured sodas and syrups.

Halloween is a fantastic event for retailers and wholesalers to get involved and have fun with, as adults up and down the country will be looking to celebrate by attending parties and hosting gatherings.

Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, says, “In 2024, Halloween week delivered £129m in the total market and this year it set to follow suit.”

When it comes to the brands people are purchasing, Foster’s 18 pack remains HEINEKEN UK’s best performing SKU during the Halloween season, followed by Foster’s 10 pack.

However, a standout brand within the HEINEKEN UK portfolio during the lead up to Halloween is Strongbow Dark Fruit, which performs way above usuals sales in this time, making it a must-stock for retailers, and a high priority SKU for wholesalers to carry.

Wilson strongly feels that Halloween and Bonfire Night are a time when independents can not only compete, but even beat, the multiples.

“It is worth thinking about how to facilitate trade up, for example, giving other core brands like Old Mout, Birra Moretti and Cruzcampo, which caters to those watching their spend but still wanting something special, top shelf space.

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“With Strongbow Dark Fruit and Foster’s being core brands that perform well all-year-round, retailers and wholesalers don’t necessarily have to worry about having dead stock after the Halloween season has passed, but instead focus on how they display beer and cider in store and having full availability of these bestsellers,” says Wilson.

Considering bonfire season as well, having a wholesome alcohol range is a must. Good time to have a close look at the stock and replenish as well as upgrade accordingly.

Do not forget the ready-to-drink cocktails versions. And of course, the low and non-alcoholic versions of beer and wine.

Pumpkins, candles, creepy details

And then there’s the produce aisle’s Halloween hero: the pumpkin. The UK now grows more than 30 million pumpkins each autumn, most destined not for soup but for carving.

For retailers with the space, fresh pumpkins are a visual magnet, a bold, orange sign that says, “Halloween starts here.”

Mini pumpkins and squashes also perform well as decoration or Instagram-friendly décor.

Small stores without produce sections can still cash in through carving kits, plastic pumpkins, tealights, LED candles and simple décor such as fake cobwebs, hanging bats and glow sticks.

Over the last few years, a parallel “big night in” trend has fused with Halloween to create an entirely new consumption ritual.

Not everyone goes trick-or-treating after all; plenty prefer staying in with snacks, drinks and scary films.

Retailers who create a clear “Halloween Night In” bay, combining popcorn, sweets, pizza, beer and soft drinks, often report double-digit sales uplifts. The secret is curation as customers appreciate not having to think too hard.

Halloween also happens to mark the moment when shoppers mentally switch from summer to winter. The weather cools, nights lengthen, and a craving for comfort sets in.

And let’s not forget some unsung seasonal heroes.

Major seasonal events such as Halloween and Bonfire Night and cultural celebrations such as Diwali spark huge levels of demand for matches and lighters, with almost every home in the UK having a use for them as they look to celebrate these occasions in style.

“This surge in demand provides a major opportunity for retailers to really drive purchase of high margin matches and lighters, boosting sales with an increased focus on seasonal displays,” says Gavin Anderson, Sales and Marketing Director at Republic Technologies (UK) Ltd., which supplies the UK’s biggest range of matches and lighters, including household favourites such as Cook’s Matches, Bryant & May Extra Long, Swan Vestas, Ship, Zig-Zag and lumière lighters.

“Even retailers with limited shelf space should consider making room for matches and lighters at this key time of the year.

“We advise retailers to dual site matches and lighters with candles and other related products, to benefit from increased demand across categories and to boost basket spend,” adds Anderson.

With easy merchandising in mind, Cook’s and Bryant & May Matches are available in shelf-ready dispensers and are ideal for cooking, lighting candles, indoor fires and outdoor usage whilst stylish lumière lighters are available on clip strips and in shelf-ready outers in a range of metallic colours to help create eye-catching displays.

The indie advantage

If there’s one thing that makes Halloween special for independents, it’s agility. While the multiples rely on broad seasonal ranges, independents can focus on proven best-sellers like Swizzels’ themed multi-packs, sharing bags, and tubs, ensuring every product earn its space and drives strong returns.

Newton from Swizzels says, “Agility also allows independents to make the most of localised opportunities: from adjusting stock levels to suit their customer base to creating high-impact seasonal displays in key areas like windows, till points, and high-footfall sections.”

For the convenience channel, products that balance planned purchases with impulse appeal perform strongest at Halloween.

“Swizzels’ themed ranges including Mummy Mix, Trick or Treat Lolly Mix, and our variety bags including Luscious Lollies, Scrumptious Sweets, and Curious Chews are proven best-sellers thanks to their versatility and strong shelf presence.

“Alongside seasonal SKUs, Swizzels’ Sweet Shop Favourites range and Party Mix tubs perform exceptionally well, offering great value, all-year-round appeal, and broad generational reach, making them essential for convenience retailers looking to maximise basket spend,” says Newton.

Independents can use their flexibility to stay on top of trends, launch promotions quickly, adjust pricing in real time, and test new products or displays to gauge customer reactions.

Jones from Fairfields Farm adds, “Leaning into localism is another powerful advantage.

“Stock local brands or collaborate with community groups and schools. Shoppers love supporting local businesses, which can be a key differentiator against the multiples.

“For example, our Fairfields Farm crisps are proudly stocked in a range of independent shops in and around Essex, allowing customers to support us as a local producer.”

Be smart with your range. Unlike multiples that often overstock generic lines, independents can curate more relevant and premium options that resonate with their customers. Focus on top-selling, quality-driven products that can’t easily be found elsewhere.

“For grab-and-go shoppers highlight convenience snacks and warming grab and go dinner items for customers who are looking to stock up last minute for their get-togethers or fireworks evenings, says Jones.

For Halloween, treats and sweets are essential in convenience. Think grab bags of branded crisps and sweets, multipacks, and Halloween-themed confections.

“For trick-or-treaters, customers are looking for high-volume, easy-to-distribute products, or simply snacks to enjoy at home! Our Fairfields Farm sharing bags are a great fit, especially for those curling up on the sofa with a spooky movie and their favourite crisp flavours,” says Jones.

Because Bonfire Night is often outdoors, consider offering quick and comforting hot food and drink options, like hot chocolate sachets, easy prep meals, and classic seasonal treats like marshmallows and toffee apples, says Jones.

Wells from St Pierre Groupe comments, "Not everyone will be buying into these events, and there are many products, like St Pierre’s brioche buns and rolls, that are big sellers for celebrations around these events, but don’t come in seasonal packaging.

“Stores should collaborate with suppliers or wholesalers as appropriate to know the trends for Halloween and Bonfire Night and get the best ranges and value of products to accommodate their different customers.”

Spooky effects

Independent retailers should draw shoppers in with Halloween-themed displays but also make sure their overall range of products over the Halloween and Bonfire Night season is a mixture of themed and un-themed products.

Retailers can maximise sales by creating theatre in-store with themed displays and secondary siting in high-traffic areas.

Grouping confectionery with complementary products like soft drinks, snacks, and decorations encourages cross-category purchases and inspires shoppers to stock up on everything they need for the occasion in one trip.

Newton from Swizzels adds, “Visibility is key, especially for last-minute shoppers. Placing Halloween favourites near till points and front-of-store entrances helps prompt impulse buys; while striking, branded PoS materials can help retailers highlight new lines and create excitement.

“Swizzels supports retailers with bespoke display solutions to help bring Halloween to life in-store and drive higher basket spend.”

Halloween is all about creating excitement and driving impulse purchases, so building a focussed, high-performance range is critical. For convenience retailers, this means prioritising well-established, recognisable brands like Swizzels that shoppers already trust, ensuring confidence at the point of purchase.

Stocking a balance of seasonal favourites alongside evergreen best-sellers gives retailers the flexibility to cater for multiple shopper missions, from stocking up for parties to grabbing last-minute treats on the way home.

Trusted brands with strong heritage, broad family appeal, and competitive price points are best placed to deliver repeat purchases and strong margins throughout the season.

Jones from Fairfields Farms feels that independent retailers have the ability to create an engaging in-store experience.

“Group products by occasion, making it easy for customers to find everything they need in one place.

“For Halloween, use striking visuals like pumpkins, spooky lighting, and themed signage to clearly define your Halloween zone.

“Consider splitting this into a Trick-or-Treat Zone featuring large tubs of sweets and Halloween-themed confections. You could also do a Party & Hosting Zone showcasing sharing crisp bags (like our Fairfields Farm range), soft drinks, alcoholic beverages, paperware, and even simple costume items like hats and headbands.”

For Bonfire Night, lean into warm and comforting visuals. Create a central zone with hot chocolate, marshmallows, premium mixed cocktails, quick meals, and ready-to-eat hot snacks. Don't forget to include a full range of sharing snacks like crisps, nuts, and popcorn, adds Jones.

“Don’t limit your seasonal focus to Halloween and Bonfire Night alone. Think about the types of products that perform well for your store year-round, and look at how you can give them an autumnal or festive twist.

“This not only enhances your seasonal offer but also encourages repeat visits even after the Halloween and Bonfire Night period ends.”

Wells from St Pierre Groupe feels that shoppers have learnt how to treat themselves well at home, so even if they’re feeling the pinch when these events come around again this year, they won’t compromise on quality.

“That’s why it’s key for retailers to offer good, better and best ranges in bakery and elsewhere to drive sales in this key period. St Pierre Seeded Brioche Burger Buns, Brioche Buns, and Brioche Hot Dog Rolls sell well all year round, but in busy periods like Halloween and Bonfire Night, retailers should make sure they give these top sellers more space and keep bakery sections and freestanding displays fully stocked.”

“Retailers should start building their Halloween/Bonfire Night displays of non-perishable items in good time, get seasonal stocks in early and keep displays topped up and in place. Preparation always pays, and it’s worth retailers being Halloween ready ahead of time.”

The social side of Halloween is where convenience truly shines. Independent stores sit in the heart of communities that still value neighbourhood interaction.

A small in-store display of pumpkins and decorations isn’t just theatre; it’s a signal that the shopkeeper is part of the season.

Staff wearing light costume accessories, a witch’s hat here, a cape there, breaks the monotony of daily retail and invites smiles. Some retailers organize mini competitions for kids, like guessing the weight of a pumpkin, or a small candy giveaway for best costume photos shared online.

The returns are less about sales in-the-moment and more about visibility.

The trends shaping Halloween retail this year show how the event has matured. First, sustainability is creeping into the conversation. With concern about plastic waste, many shoppers are turning toward reusable décor and natural materials.

Paper bunting, fabric costumes, biodegradable tableware and LED tealights are replacing single-use plastics.

Second, “treat smarter” attitudes are taking root. Parents balance indulgence with portion control, choosing mini-packs or sugar-free alternatives where possible. Stocking a mix of indulgent and lighter options widens appeal without dampening fun.

Third, experience now outranks expenditure. Small stores can capitalise on this by creating a sense of atmosphere. A playlist of spooky sounds, dimmed lighting after dusk, or a friendly skeleton by the door can turn an ordinary errand into an event.

And then there is the influence of social media aesthetics. Halloween décor has become an Instagram competition, and customers are on the lookout for photogenic items, string lights, themed candles, pastel pumpkins, skeleton mugs, that make homes and parties look “shareable.”

Retailers can ride that wave by curating a few eye-catching pieces at the front, even if their range is small.

Lighting is an unsung hero. As daylight fades earlier, the after-work crowd shops in semi-darkness. A warm, slightly spooky glow outside the shop can be magnetic. Some retailers use battery-powered lanterns or orange string lights around the doorframe.

Tricks and treats

Behind the counter, smart retailers treat Halloween as a rehearsal for Christmas. It’s the season that tests their merchandising discipline, staff coordination and local marketing.

Halloween has become a mirror for Britain’s evolving sense of celebration: multicultural, playful, commercial but communal.

For the convenience sector, it’s the perfect seasonal storm, a festival that combines impulse buying, visual storytelling and social connection in a single evening.

Our convenience family has some fine examples of retailers going above and beyond this time of the year to bring in the festive air in the community.

Halloween, beneath all the glitter and gore, has quietly become a retail master class. It’s a night that tests how well retailers can blend commerce with creativity, stock with story, and hustle with humour.

Retailers like Bobby Singh from Pontefract, Natalie Lightfoot from Glasgow and many more create a whole theatre-like effect in-store that brings not only excitement but also some new and curious footfall.

But the real pay-off is the long-lasting connection. When a shopkeeper joins in the fun, a witch’s hat behind the counter, a costume contest for kids, a sweet for the best pumpkin photo, the store stops being just a retail space.

It becomes a hub of local joy. So happy trick or treating this season!