Washington – A recent poll finds 63 percent of adults believe people will find creative, fun and safe ways to celebrate the Halloween season this year despite the ongoing concerns around the pandemic. The poll, conducted by Morning Consult on behalf of the NCA, reveals Americans are looking forward to Halloween to add some normalcy and joy to what has been a very serious and uncertain time.
“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.”
Recent information released by The Harris Poll on behalf of NCA, found that 74 percent of millennial moms and young parents report that Halloween is more important than ever this year.
According to The Harris Poll, an overwhelming majority of respondents say they can’t imagine Halloween without chocolate and candy and trick-or-treating is irreplaceable — that includes 80 percent of the general public and 90 percent of millennial moms and young parents. An independent survey from Insight to Action, revealed 70 percent of moms plan to celebrate the Halloween season with their children this year.
“There will be regional differences across the country in terms of how communities choose to celebrate the Halloween season, but one thing is for sure — Halloween is happening,” Downs says. “As we look to our leaders in public health across the country for safety guidance, we want to share what we know about how people are approaching the Halloween season.”
The Harris Poll also found that 75 percent of Americans and 91 percent of millennial moms and young parents agree that chocolate and candy are integral to consumers’ emotional well-being and play a big role in celebrations, especially Halloween.
The Halloween season, defined as the eight weeks leading up to October 31, accounts for about $4.6 billion in confectionery sales each year, and a 2020 NCA market analysis shows chocolate sales are up about 4.5 percent since the middle of March 2020, as compared to 2.2 percent growth for all of 2019.
“Chocolate and candy have been very resilient in this COVID-19 environment,” Downs says. “Consumers appreciate and value chocolate and candy during these uncertain times because of their uncanny ability to boost your mood and lighten your perspective.”