As we approach a not-so-traditional Halloween, everything from candy brands to costume retailers are adapting their strategies to the Covid-19 pandemic.
Across the board, from holiday-specific retailers such as Party City and Spirit Halloween to big-box retailers like Target and Walmart, data from location technology company GroundTruth shows that foot traffic has dropped 39% compared to this time last year. For costume stores specifically, the drop is even more significant at 55%. It’s no surprise the drop-off is occurring; the Centers for Disease Control and Prevention (CDC) has deemed traditional door-to-door trick-or-treating as a high-risk activity amid the pandemic.
According to data from GroundTruth and consumer insights company Numerator, store visits result in a sale 94% of the time. So, with fewer people heading to stores for costumes and candy, brands will need to adjust and find ways to capture consumer attention outside of the holiday peg.
This story first appeared in the Oct. 26, 2020, issue of Adweek magazine. Click here to subscribe.
