Rice Krispies Squares enters its biggest sales and penetration period in October, due to the seasonal pack takeover, achieving +17% higher than the average run rate and +1.5ppt penetration. This aligns to the fact that multiple categories see growth in sales during the Halloween period. Specifically, Impulse is the 2nd top-selling category at Halloween.
Additionally to wider category growth, the younger shopper demographic is increasingly celebrating Halloween. Squares’ seasonal takeover drives additional brand sales and penetration, which builds on the strong performance base of Rice Krispies Squares all year round. This performance is exemplified by Squares being the number two cereal bar brand.
Shopper Behavior during Halloween
Halloween is a period in which shoppers look for items outside of their usual basket, meaning themed products cater to shoppers looking for something seasonal. 84% of Halloween shoppers are planning to purchase items they usually do not, underlying the importance of seasonal NPD. This creates a large opportunity, especially when considering that this year, particularly within younger groups, more shoppers are celebrating Halloween, 36% vs 27% in 2025.
In addition to more shoppers celebrating Halloween, they are also prioritizing the purchase of food and attending parties, over buying seasonal decorations. This links to the fact that, despite shoppers increasingly adopting a more cost-conscious mindset, they are now celebrating more events. For Halloween specifically, there has been a rise in gifting, 16% up from 12%, which may be linked to the growing trend of seasonal baskets where shoppers curate themed hampers.
The Halloween Period is extending
Consumer engagement with Halloween has been seen to start earlier and last longer, extending the Halloween season well beyond October 31st. Brands are advised to launch seasonal products and campaigns earlier in the year to capture extended consumer interest and spending.
