Cleveland — A majority of shoppers will purchase Halloween candy in stores, with just 12 percent saying they are going to buy online, according to a survey by Advantage Solutions Inc., which reports two-thirds of respondents plan to buy Halloween candy in October.
“While online sales have gone up, it is important to remember most people shop in-store rather than online,” Kimberly Senter, Advantage Solutions executive vice-president of analytics, insights and intelligence, tells Candy & Snack TODAY. “In a study done in late May, only 14 percent of respondents said online was one of their top three locations for food prior to COVID-19. Since the pandemic, however, that jumped to 21 percent.”
With most consumers planning to visit physical retail locations for Halloween items, strong cross promotion and merchandising will be critical to remind shoppers to purchase candy when they are picking up costumes, decorations and other seasonal items, according to Senter.
“Remember, Halloween is not just for kids. Adults like to dress-up in costumes too,” Senter says. “Make sure to have a variety of candy and treat choices near adult costumes, pumpkin carving and decoration displays to remind shoppers to have some fun even in a spooky situation.”
Senter adds that creative ideas for “COVID-era” celebrations will be also be valued by shoppers as many households still plan to celebrate Halloween this year.
“Additionally, budget-conscious consumers will be interested in incentives that allow them to celebrate in a cost-efficient manner,” she says. “Shoppers will respond to communications offering discounts on Halloween candy.”