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Halloween brings high-value CVS® baskets and sweeter brand wins

From candy to cosmetics to impulse adds that complete the basket, CMX® connects your brand to high-intent CVS customers as they celebrate and spend across every moment of the year’s spookiest stretch.

A family happily prepares Halloween decorations

CVS is the Halloween hub for every type of celebration

With Halloween falling on a Saturday this year, we know our customers are planning a full weekend of events — and turning to CVS for all their seasonal prep including candy, Halloween decor, last-minute beauty touch-ups and celebration essentials for all ages.*

  • 1 in 5

    CVS customers increase their number of visits during Halloween*

  • 48%

    of ExtraCare® Halloween shoppers visit CVS 3+ times during the Halloween season**

  • 8 in 10

    CVS customers purchased Halloween items at CVS*

More traffic. More reach. More brand impact this Halloween.

CVS aisles stocked for Halloween

Whether CVS ExtraCare members prepare at home or are inspired in store 

  • 60% begin purchasing 1-2 months in advance of Halloween**
  • 4 in 10 Halloween purchases are impulse buys while shopping for other needs vs 33% for the average Halloween shopper**

CVS customers are spending more  

  • CVS Halloween customers have a 45% higher spend vs. non-CVS Halloween customers*

And buying a broader assortment of products 

  • CVS customers add items from 7+ categories to their carts vs 5 categories from non-CVS Halloween buyers, expanding reach through cross-category basket-building*

Halloween drives big results across candy, beauty and convenience  

  • Icon of candy

    CVS candy sales peak

    Halloween week was the #2 sales week for candy in 2025.***

    Chocolate King Bars (+11%),
    Premium Chocolate Bars (+20%),
    and Premium Chocolate Pouches (+21%).***

  • Icon of mascara and lipstick

    Customers go bold with beauty

    The week of Halloween is the #1 sales week for cosmetics, eye shadow & false lashes, false nails and lipstick.***

    CVS has the highest dollars per buyer and product trips per buyer for beauty care during the Halloween shopping window.†

  • Icon of a hand carrying a CVS bag

    Convenience wins the season at CVS

    BOPIS sales rise 17% YoY for candy and 28% YoY for cosmetics in October, meeting customer needs for on-demand Halloween solutions.***

CMX reaches high-intent ExtraCare members as they’re ready to spend

 

From candy to seasonal beauty and beyond, customers are saying yes to more this Halloween as CMX helps brands stay top of mind throughout the entire Halloween journey.

CMX Heart

Make the most of the Halloween season

Contact your CMX partner manager today.

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  • *CVS Custom Halloween Study Final Report – 2024

  • **Source: CVS ExtraCare Member Halloween Survey, Simile Intelligence Platform, 2026

  • ***Source: CVS Internal Sales Data 2025. Halloween time period defined as Sept-Oct.

  • † Source: Top 10 Food-Drug-Mass Retailers (exl. AMZN), Sept-Oct 2025