According to research from financial company Capital One, Americans are projected to spend $13.5 billion on Halloween this year, and given how expensive candy has become lately, that’s not surprising. According to FinanceBuzz, Halloween candy prices have risen 71% since 2021.

I’m guessing more porch lights will be turned off this year.

Candy-flation hasn’t dampened brands’ spirits, however. With billions of dollars up for grabs, brands enter the spooky season with holiday-themed product versions. And let’s face it, Halloween is fun, so it’s a chance for brands to let loose a little and be creative. Just make sure you run those ideas by a few folks in the office, or you might end up putting out something racially insensitive and becoming the brand that has to issue a public mea culpa after getting called out on social.