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.