With this year’s full-moon Halloween on the horizon, shoppers are planning to enthusiastically celebrate despite the pandemic and rising cases across the country. Candy companies were uncertain earlier this year about what sales this season would look like, but people are proving they’re unwilling to give up Halloween candy even if they’re not trick-or-treating.
While 50% of consumers will be surprised if they get trick-or-treaters, 80% of consumers plan to purchase the same amount of Halloween candy they did last year, if not more. Current candy industry sales reflect this trend, with this year’s sales up 13% over the past four weeks compared to this time last year. Shopper mindsets and usage occasions are shifting as candy purchases are now primarily for personal consumption rather than gifting to friends and strangers.
Confectionery manufacturers have not skipped a beat and are finding unique ways to adapt to Halloween celebrations this year. Hershey-owned brand Reese’s, for example, has created a robotic trick-or-treat door that dispenses king size Peanut Butter Cup candy bars to Halloween fans in their own neighborhoods. Similarly, Mondelez-owned Sour Patch Kids is hosting a reverse trick-or-treating event around the country. Candy fans were able to nominate their city, and the 12 selected cities will be able to enter a sweepstakes to win on-demand delivery of Sour Patch Kids Zombies and branded toilet paper.
Halloween will undoubtedly look different this year, but fortunately people are still embracing the joyful quirks of October’s festivities. Though usage occasions may be altered, candy has proven that it isn’t going anywhere in people’s celebrations.
Contributed by: Bailey Sims and Celia Hoag, Insights & Strategy, Denver
Image Source: Pexels