According to e-commerce data analysts One Click Retail, Amazon US generated $13m in October 2017 Halloween candy sales.
Chocolate made up $8m of sales (up 43% year-on-year), while non-chocolate sales grew 52% to $5m.
Halloween Amazon sales outpacing general candy
Nathan Rigby, vp at One Click Retail, said: “Halloween candy is growing faster YoY than the ‘candy’ product group as a whole.”
He suggested the bulk of growth in e-commerce candy is coming mainly around holidays such as Halloween, Valentine's Day and Easter, as consumers are becoming more health-conscious and wait for these seasons to indulge.
Rigby said chocolate was the winner this Halloween. Chocolate sales nearly tripled in October versus September.
“But even within chocolate there has been a shakeup,” he said.
“Hershey, the largest chocolate manufacturer in North America, supplied Amazon's bestselling Halloween candy in 2016, a candy bar variety pack, as well as well as four other items in the top 10. In 2017, the former top seller has dropped to #5 and is now the only Hershey's item appearing in the top 10.”
“The real winner of this Halloween season is Mars, which holds the top four bestselling candy items overall, all of them variety packs.”
A Halloween-specific variety mix from Mars, new for 2017 and containing 400-pieces of candy, was the bestselling October 2017 candy on Amazon.