Industry Optimistic On Halloween Celebrations

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Cleveland — With 82 days until Halloween, the confectionery industry appears upbeat on prospects for the fall holiday, with expectations that at-home events and other inventive celebrations will ramp up.

During The Hershey Co.’s second quarter earnings call Michele Buck, chairman and CEO, said the candymaker anticipated more at-home activities, with “families sharing timeless traditions and new ways for people to celebrate with neighbors.”

Echoing this sentiment, 2019 Candy Hall of Fame inductee Tim LeBel, president of sales for Mars Wrigley Confectionery U.S., LLC, told Ad Age that while the holiday will be held it will look different from past years. He said optimism was high for trick-or-treating and trunk-or-treat events to occur though. The latter is a gathering where people decorate their cars and handout candy from their trunks.

Consumers also express positive sentiments on seasonal celebrations, with almost three-quarters of millennial and gen Z moms saying Halloween 2020 will be more important than ever, according to a survey conducted by The Harris Poll.

“Consumers report that they will be getting creative throughout the month of October to make sure that they can stay safe and still enjoy the Halloween season,” John Downs, NCA president & CEO notes. “The results of our research reveal a deeply rooted enthusiasm for Halloween, even if it means that people have to rethink their approach this year because of the COVID-19 pandemic.”