Why This Halloween Might Be the Biggest Ever

With national Covid-19 cases declining and more than two-thirds of U.S. residents ages 12 and up fully vaccinated, candymakers have good reason to believe Halloween is back. It might even be the biggest season of treats ever. The National Retail Federation estimates shoppers will spend an all-time high of $10.14 billion on Halloween-related products this season, up from $8.05 billion last year. Survey results suggest $3 billion of that is going toward candy. “This year we are, and continue to, anticipate a strong rebound for trick-or-treating,” said Timothy LeBel, president of sales for Mars Wrigley U.S. Sales of seasonal and regular candy during the second half of 2021 are already up compared to the same period in both 2020 and 2019, according to data company Numerator. Consumers are stocking up online, too. In September, U.S. shoppers spent 24% more on candy and chocolate products through Amazon than they did the same month last year, according to Skai, a commerce intelligence platform. “Halloween 2021 will be largely omnichannel, not only due to the increased familiarity with shopping for candy online but also because of some continued anxiety from the pandemic," said Rachel Tipograph, CEO and founder of ecommerce platform MikMak. Tipograph noted that at present, bite-sized candy packaged in bulk is selling well—a good sign for trick-or-treaters. Amid concerns last year, total 2020 Halloween candy sales fell about 5% compared to 2019, according to Jason Orellana, senior manager of seasonal sales at The Hershey Company. Despite the category drop, the maker of Hershey's, Reese's and Twizzlers reported its biggest Halloween ever last year with a 4% sales increase. The company generates around 10% of its annual sales during the scary season. Orellana noted 2021 will likely involve a mix of old and new pandemic-era traditions. "For Halloween, we have seen continued participation in early to mid-season activities like decorating, movie nights and baking, and increased plans to trick-or-treat again this year," he said. Willingness to participate in spooky festivities is certainly back, with 56% of U.S. adults planning to celebrate Halloween this year, according to data intelligence company Morning Consult. That’s up from 42% last year and on par with 2019 levels. “Chocolate and candy sales have come roaring back during the 2021 Halloween season as excitement continues to grow, and consumers tell us they’re ready to celebrate,” John Downs, president and CEO of the National Confectioners Association, said in a statement. To help generate more excitement for the season, Mars Wrigley, the company behind M&M’s, Snickers and Skittles, is hosting in-person events in Newark, Chicago, Toronto and Washington D.C. It’s also partnered with the Target-owned delivery service Shipt, allowing consumers to shop from home, and brought back its biggest variety pack containing 455 items. Last year, Mars Wrigley debuted an app called Treat Town, which allowed users to trick-or-treat from the comfort and safety of their couches. Another indicator that people are in good spirits and ready to party: Online sales of pet costumes this August were 124% higher than August 2020, according to analytics firm 1010data. "The skyrocketing spending in this category illustrates two trends," explained 1010data's CEO Inna Kuznetsova. "Growth in pet adoption over the pandemic and consumer confidence that holiday activities will take place." Facebook Continues Efforts to Help SMBs Prep for Holiday Shopping Season

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Why This Halloween Might Be the Biggest Ever for Candymakers

Data shows the spooky season is back with a vengeance

Paul Hiebert

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Paul Hiebert