U.S. retailers are offering more discounts on Hershey products ahead of Halloween as the candy maker raised prices due to tariffs and cocoa inflation, Reuters reported, citing data.
According to the news agency, more than half of the Hershey candy had been put up for sale by a big box retailer by early October, according to findings from data provider Datasembly.
Reuters also quoted a research note says Hershey is one of 31 food makers tracked by Jeffries, an investment bank, which had the largest increase in the volume of discounted goods sold in a four-week period ending Oct. 4.
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A person shops for Halloween-themed candy at a Target store in Manhattan on Wednesday, Oct. 29, 2025, in New York City. (Jessica Dinapoli/Reuters/Reuters)
The cuts came as overall unit sales of chocolate candies remained flat in the 12-week period ending Oct. 5, despite prices rising 8%, Reuters reported, citing data from market research firm Circana.
Hershey CEO Kirk Tanner said in an earnings call Thursday that the company is seeing disappointing Halloween sales and would adjust its seasonal product and marketing strategies going forward, according to The Wall Street Journal.
| Ticker | Security | Last | Change | Change % |
|---|---|---|---|---|
| HSY | THE HERSHEY CO. | 171.26 | -3.78 |
-2.16% |
In the meantime, the price of chocolate has risen enormously almost 30% since last Halloween. It’s up nearly 78% from five years ago, according to Circana and the Bureau of Labor Statistics candy and chewing gum in total, they are up 39% since February 2020.
A study by FinanceBuzz found that a 100-pack bag of assorted Halloween candy now costs an average of $16.39, up from $9.19 in 2020.
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Hershey’s chocolate bars are shown in this photo illustration. (Mike Blake/Reuters/Reuters)
In addition to new tariffs and broader inflation in the food sector, experts say a global cocoa shortage, coupled with poor harvests and climate shifts in West Africa, has sent cocoa prices soaring.
Candy makers are responding by shrinking bars and experimenting with new products, including fruit-flavored, sour, chili-covered, goo-filled and freeze-dried candies, as well as more cocoa-free white chocolate and cream options – and candy corn, of course.
Halloween-themed candy goes on sale at a Target store in New York City. (Jessica Dinapoli/Reuters/Reuters)
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Nearly 80% of Halloween shoppers expect to pay more this year, according to the National Retail Federation (NRF), and recent e-commerce data suggests practicality is driving candy choices.
