Halloween Will Go On—but Trick-or-Treaters May Have to Buy Their Own Candy

Participation and spend will drop slightly, but consumers will find a way to modify the holiday

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Key Insights:

For once in 2020, there’s some good news: Halloween is not canceled this year.

But, no surprises here, it won’t be Halloween as usual, which creates—pardon the pun—potential for a scary holiday for brands and retailers. If, however, they tap into consumer nostalgia, they should be OK.

According to a survey from the National Retail Federation (NRF), more than 75% of consumers say the pandemic will impact their Halloween plans and participation in holiday activities like parties, trick-or-treating and haunted houses will drop to 58%.

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