Philadelphia — Retailer Rite Aid Corp. has released findings on consumers’ favorite trick-or-treating novelties and seasonal shopping habits. The company explored last season’s sales data to settle what it says are the biggest debates among candy consumers and uncover unexpected insights around how Americans prepare for Halloween night.
Last Halloween season more than 2.8 million pounds of candy were sold at Rite Aid. To put that into perspective, the company notes that is equivalent to six times the weight of the Statue of Liberty. Examining these candy purchases, Rite Aid has debunked some popular candy debates.
With nearly two-thirds of all Halloween candy sales being a chocolate product, chocolate reigns as the most beloved treat amongst shoppers. Last year, the most popular chocolate candies that filled our carts included: M&M’s, Reese’s Peanut Butter Pumpkins and Milky Way.
However, other candy items popular at Halloween last year included: Skittles, Tootsie Pops and Haribo Trick-or-Treat gummies.
The company reports that candy corn, the polarizing tri-colored treat, is a top performer with more than 138,000 pounds of it sold around the holiday, which if laid out from end-to-end would stretch nearly the entire length of the state of California.
Rite Aid notes that shopping patterns from last season revealed consumers are procrastinators. According to the timing of Rite Aid candy sales, 45 percent of all bagged candy purchases happened the week leading up to the holiday and for many shoppers a week in advance was still too far out. The day before Halloween proves to be the most popular day to pick up candy for trick-or-treaters.
Cart affinity data from last season revealed the top products that shoppers are also grabbing when they are buying their Halloween candy include quirky accessories and décor. Last year items to share a basket with Halloween candy included everything from candy corn lights, pumpkin carving kits and devil headbands to Halloween crew socks and nail tattoos.
“Halloween is an exciting time of year at Rite Aid and a great opportunity for us to give customers their favorite seasonal finds in a convenient one-stop shop,” says Andre Persaud, chief retail officer at Rite Aid. “This year, we’ve carefully curated our Harvest and Halloween collections to ensure our customers can celebrate and get the most out of their fall festivities.”
While Halloween is an evening rooted in fun, it can be stressful for families with food and dietary allergies. As a result, Rite Aid notes many are turning to teal pumpkins as the universal symbol for allergy-friendly: placing a teal pumpkin on a doorstep is meant to indicate to trick-or-treaters that the home is giving out treats free from major allergens. Rite Aid is raising food allergy awareness and encouraging consumers to pick up a teal pumpkin and other allergy-friendly alternatives to help promote safe trick-or-treating for all. To help make Halloween inclusive for all trick-or-treaters, the Rite Aid website also offers a sorting feature so shoppers can easily identify candies free from allergens.