The National Retail Federation expects Halloween spending to hit a record $ 10.14 billion, according to a survey it conducts each year by Prosper Insights and Analytics, a company that uses data to measure consumer behavior track and predict. This year’s survey was conducted September 1-8, and around 8,000 consumers took part.
Candy and chocolate sales are already rising above 2020 levels, according to the National Confectioners Association, a trading group. Chocolate and candy retail sales were $ 74 million for the four weeks ended September 5, 2021, up 42% over the same period in 2020, said Christopher Gindlesperger, spokesman for the National Confectioners Association, on citing on Data from the market research company IRI.
“People are just looking forward to celebrating,” said Marcia Mogelonsky, Director of Insight for Food and Drink at research company Mintel. “Children were so buttoned up.” This year, Mogelonsky expects trick or treating to be “much closer”.
More candy sooner
Big retailers are starting the season earlier or stocking up on more candy this year to capitalize on the buzz.
The chain is also strategic in presenting its range. When setting up its shelves, Walmart put sweetcorn into its seasonal aisle first, the spokesman said, explaining that it was a top seller at the start of the season. Later, closer to Halloween, bagged candy is more popular.
Some providers have also noticed that this year is different.
Mars Wrigley, which makes M & Ms, Twix, Skittles and more, said stores were ordering more candy earlier this year.
This is a change compared to the previous year, when regulations to contain the Covid-19 pandemic were still in force. Because of the uncertainty at the time Some retailers have been “more conservative” on their early Halloween orders from Mars Wrigley, said Tim LeBel, sales president of Mars Wrigley US.
“Nobody really knew what Halloween 2020 would be like,” he said. The company stopped selling its largest pack of strains, which includes 455 pieces of 3 Musketeers, Milky Way, Twix and Snickers, because it wasn’t expecting a big sweet-or-treat season.
There are good reasons for stores to put Halloween candy on shelves earlier.
For some products, such as laundry detergents, previous ads don’t translate into higher sales. But when it comes to candy, longer seasons usually mean more shopping, as early buyers are likely to eat the candy long before Halloween – and come back for more.
“Consumers often buy when things are presented to them,” said Neil Saunders, retail analyst and managing director, GlobalData. “If you get Halloween candy on the market early, consumers will pick them up,” especially if there are offers or promotions.
This year in particular, it makes sense for stores to set up their Halloween displays earlier, as shoppers who are aware of supply chain disruptions may want to buy candy in advance, he said.