Costs for necessities such as gas, groceries, utilities, and healthcare are on the rise for many Americans. As such, they may be cutting back on holiday spending, including things like Halloween candy.
At least, that’s what one Kroger customer, TikTok creator Morgan (@big.fat.morgan), says she noticed after visiting a local store.
In her video, which got over 325,300 views, she films the Halloween candy section inside a Kroger and points out how different it looks compared with years past.
What’s wrong with the Halloween section at Kroger?
Morgan filmed inside the Kroger store, with shelves in the background stocked full of spooky-themed candy.
“My recession indicator is how freaking full all the candy is, and it’s like a little bit more than a week from Halloween,” she says. “Usually this is absolutely picked clean.”
Behind her, rows of classic Halloween candy, including Reese’s, Kit Kats, M&M’s, Snickers, and Hershey’s, sit neatly stocked on shelves that look almost completely untouched by shoppers for the season.
She points out that even the store’s regular candy selection appeared undisturbed.
“Even the regular stuff,” she says. “Totally full.”
In the caption, Morgan said she had already noticed the unusually full shelves earlier.
“Noticed this a bit ago and thought, ‘Eh it’ll change closer to Halloween,’ but even with discounts people aren’t buying,” she wrote.
Are people buying less Halloween candy this year?
So far, it appears so. According to a recent report by AP News, Halloween candy sales are “off to a slow start this year.”
The publication notes that in the four weeks ending Oct. 17, Halloween candy sales were 6.7% lower than during the same four-week period last year. The report also noted an 11.7% decline in seasonal candy sales in mid-September.
Rising living costs could be partly to blame, but the increase in Halloween candy prices probably isn’t helping.
FinanceBuzz published a study in September of this year reporting that Halloween candy prices have gone up a whopping 71% since 2021, more than triple the inflation rate, which was 22%.
For one bag of 100 pieces, a U.S. consumer was paying an average of $9.91 in 2021, according to the study. In 2026, that number is $16.96.
Viewers blame prices and poor quality
In the comments, viewers said the high prices aren’t worth what they’re getting anymore.
“It’s triple the price and lab grown. No thanks,” one commenter wrote.
“25 a bag and the KitKats taste like wax,” another said.
“Have you noticed how small the miniatures are now? Literally half the size they used to be!” a third wrote.
“Buying candy only for it to be lab created chocolate?” a fourth commenter chimed in. “Chock full of dyes, artificial flavors, carcinogens, and toxins? It doesn’t even taste good anymore.”
@big.fat.morgan
Subplot News has reached out to Morgan via email and Kroger via contact form for comment and additional information.
