PARSIPPANY, NJ — Adults have always been the ones buying Halloween candy — but what’s changing is where it goes. According to a new survey from candymaker Ferrero, much of that candy never makes it to trick-or-treaters. Instead, more grown-ups are indulging themselves, with 71% admitting they buy extra “just in case.”
“Adults aren’t just participating in Halloween anymore – they’re truly embracing it as their own holiday,” said Chad Stubbs, chief marketing officer at Ferrero North America. “From carving out child-free celebrations to curating personal candy collections, adults are rediscovering the magic of Halloween in their own way.”
Ferrero’s survey found that 62% of adults now believe Halloween is as much for adults as it is for kids, and nearly half name it their favorite holiday. The findings underscore how the spooky season has evolved into a full-blown cultural moment for adults, one that’s just as much about atmosphere, creativity, and community as candy.
What It Means for Jewelers
For jewelry stores, the “Adultoween” trend opens the door to light-hearted fall promotions and traffic-building events:
- After-hours “Grown-Up Trick-or-Treat”: Host an after-hours event where guests visit different cases, try on a signature piece with each salesperson, and receive a different high-end chocolate or sweet at each stop. Just like trick-or-treating, but better!
- Hand out high-end treats (think artisan caramels or truffles) in branded packaging to anyone who comes into your store over the 10 days prior to Halloween. Promote the yummy treats on all your socials.
- Classic Halloween costume party: You know how this works. Do an all-out Halloween party with costumes, candies and themed cocktails. Call it a night of “Sparkle & Spirits”.
- Halloween-themed window displays: Create moody, sophisticated displays using dramatic lighting on deep jewel tones (garnets, dark sapphires, onyx) and elegant Gothic touches — mystery without kitsch.
As consumers lean into the idea that Halloween belongs to them, jewelers have a chance to celebrate along with them — with a little elegance, a little mischief, and maybe a few caramel-filled surprises.
Honoring a Legacy: How Smith & Son Jewelers Exceeded Every Goal With Wilkerson
When Andrew Smith decided to close the Springfield, Massachusetts location of Smith & Son Jewelers, the decision came down to family. His father was retiring after 72 years in the business, and Andrew wanted to spend more time with his children and soon-to-arrive grandchildren.
For this fourth-generation jeweler whose great-grandfather founded the company in 1918, closing the 107-year-old Springfield location required the right partner. Smith chose Wilkerson, and the experience exceeded expectations from start to finish.
"Everything they told me was 100% true," Smith says. "The ease and use of all their tools was wonderful."
The consultants' knowledge and expertise proved invaluable. Smith and his father set their own financial goal, but Wilkerson proposed three more ambitious targets. "We thought we would never make it," Smith explains. "We were dead wrong. We hit our first goal, second goal and third goal. It was amazing."
Smith's recommendation is emphatic: "I would never be able to do what they did by myself."
