With the COVID-19 pandemic still ongoing, it appears that Halloween traditions won’t be the same this year.
A consumer survey of more than 900 adults from market research company Advantage Solutions shows that only 35% of the surveyed Americans said they would put out candy for trick-or-treaters. This is down 14% from last year.
Advantage Solutions also reported that “nearly two-thirds of candy buyers plan to make their purchases in October and more than half plan to spend the same amount on candy this year as they did last year.”
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Candy Companies Prepare
Meanwhile, Fox Business said that some of the biggest candy companies have already been preparing for “sluggish candy sales well ahead of fall.”
“If trick-or-treat tends to be a little lower than expectation, clearly we’ll focus even more on the ‘treat for me’ and the ‘candy bowl’ occasion,” said Michele Buck, CEO of Hershey’s Company, on a second-quarter earnings call in July, as reported by Fox Business.
“We already shifted some of our portfolios to more everyday packaging to protect the downside, should Halloween sales be a little bit lighter, to really manage that liability,” Buck added.
Advantage Solutions showed a comparison of Halloween activities during a normal year and this year. On a normal year, 55% greet trick-or-treaters at the door, while it would only be at 28% this year. Also, 41% attend or host a Halloween party with friends on a normal year. Meanwhile, only 19% would do so this year.
The survey report also said that 3 in 10 survey respondents plan to make Halloween-themed baked goods. However, half say they’ll enjoy them only from the comfort of their homes.