Grocers and food suppliers that appeal to customers celebrating holidays with a range of culturally important foods can forge deeper connections.
By: Olivia Dale, Assistant, Research & Insights, FMI
The majority of Americans plan to celebrate Halloween this year (78%), marking a 7-point increase from fall 2023. This growth solidifies the holiday’s post-pandemic return into U.S. households and onto America’s streets.
Despite global cocoa challenges and tariffs on imports causing significant price increases, Halloween candy remains a staple. In fact, 29% of those celebrating plan to buy more candy this year than last, signaling strong opportunities for retailers and suppliers.
Halloween isn’t the only mid-fall holiday worth noting, particularly not for the food world. Día de los Muertos (Day of the Dead) is an important cultural celebration observed November 1-2 every year. Originating in Mexico and embraced throughout the Mexican American community, this holiday joyfully and colorfully honors loved ones who have passed away. Families often build ofrendas (altars) adorned with photos, candles, marigolds, and the departed's favorite foods and beverages.
Food plays a central role in these traditions. Dishes like Pan de Muerto, tamales, atole, and mole are prominent during the festivities among Mexican Americans. Each family celebrates in its own way, but the common thread is clear: food connects the living and the dead, keeping memories and family bonds alive.
Retailers and food suppliers that support these practices can strengthen relationships with shoppers who continue festivities beyond Halloween and share a part in family and cultural traditions. For example, Northgate González Market has highlighted Día de los Muertos through a social media campaign featuring a vibrant ofrenda and family gatherings—a great example of cultural engagement in action.
To learn more about how shoppers plan for Halloween, Thanksgiving and the December holidays, keep an eye out for U.S. Grocery Shopper Trends 2025: Holidays, releasing on October 29th. In the meantime, explore last year’s report and check out our Family Meals resources as every holiday is an opportunity to bring people together.
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