Sweethearts Haunts Us This Halloween Holiday Season

Sweethearts—you know—that Valentine’s Day candy? Yeah, well it just hijacked the year’s spooky season with Ghosted Sweethearts. What’s scarier than stark white, message-free hearts that say everything by saying nothing? The limited run is available only at GhostedSweethearts.com for $7.99 a box and can be gifted via a one-time code you share across dating apps, texts, or DMs. The code expires at 11:59 p.m. on Oct. 31, which is perfect poetic timing for a product about disappearing acts.

The brand’s been leaning into dating realism (see: last year’s “Situationship Boxes”), and they’re backing this one with data: 84% of Gen Z and millennials report being ghosted; half say it’s the worst part of modern dating—ranking even above breadcrumbing and situationships. Dark! But there’s light too: many still hope to commit or fall in love this year. So yes, it’s a gag—just one that winks at real feelings while expanding Sweethearts beyond February.

Marketing Takeaway:
Own the cultural pain point—then give people a playful outlet. When you package a cringe moment (ghosting) as a sharable experience, you earn relevance and seasonal whitespace.