A survey conducted by the American Retail Federation through Prosper Insights and Analytics (a company that uses data to track and predict consumer behavior) shows that Halloween spending is expected to reach a record $10.14 billion. This year’s survey was conducted from September 1 to September 8, and about 8,000 consumers participated.
According to data from the trade organization National Confectionery Association, sales of sweets and chocolates have soared above the 2020 level. Christopher Gindlesperger, spokesperson for the National Confectioners Association, said that for the four weeks ending September 5, 2021, retail sales of chocolate and confectionery were $74 million, an increase of 42% over the same period in 2020. Data from the market research company IRI.
“People just look forward to celebrating,” said Marcia Mogelonsky, director of food and beverage insights at research company Mintel. “The kids are being kept low.” This year, Mogelonsky predicts that “Trick or Treat” will be “closer and more personalized.”
Eat sugar early
Major retailers may start this season earlier this year or hoard more candies to capture the enthusiasm of shoppers.
The chain also has strategic significance on how to display its classification. The spokesperson said that when setting up the shelves, Wal-Mart first moved the candy corn to the seasonal shelves and explained that it was a best-selling product at the beginning of the season. Later, towards Halloween, bagged candy became more popular.
Some suppliers have also noticed that this year is different.
Mars Wrigley, who makes M&Ms, Twix, Skittles and other products, said that this year, the store ordered more candies at the beginning of the season.
This is different from last year, when regulations aimed at curbing the Covid-19 pandemic still existed. Due to the uncertainty at the time, Tim Lebel, sales president of Mars Wrigley America, said that some retailers were more “conservative” when they received early Halloween orders from Mars Wrigley.
“No one really knows what Halloween 2020 will be like,” he said. The company stopped selling its largest variety of packages, including 455 pieces of 3 Musketeers, Milky Way, Twix and Snickers, because it did not anticipate a big trick or treat season.
For shops, there are good reasons to put Halloween candy on the shelves in advance.
For some products, such as washing powder, earlier displays will not translate into higher sales. But for candy, a longer season often means more purchases, because early shoppers may finish the candy before Halloween—and then come back to buy more.
GlobalData retail analyst and managing director Neil Saunders said: “Consumers usually buy when they receive the goods. “If you take out the Halloween candy early, consumers will pick it up,” especially when there are discounts or promotions. In case of activity.
He said that especially this year, it makes sense for the store to display Halloween exhibits in advance, because shoppers who are aware of the disruption in the supply chain may want to buy sweets in advance.