Don’t look now, but high prices might be sucking the sweetness out of Halloween. According to a survey by Shopkick and Trax, while excitement for the holiday is as high as ever, rising costs have shaken shoppers’ candy budgets.

In fact, 86% of consumers noticed seeing candy prices increase, while 79% said they had scaled back on how much they spent overall because of it.

Of the 6,000+ shoppers surveyed, 83% said they’re capping their candy spending at $100, while 69% plan to keep it closer to $20—a notable dip from past years’ averages of $30–$50.

With shoppers hunting for discounts—41% of consumers were planning ahead and doing “early bird candy hunts”—brands may need to rethink their Halloween playbook. As Trax CMO Brittany Billings put it, “The traditional late-October candy buying f

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