Americans may not know whether this year will be popular due to the pandemic, but they buy a lot of Halloween candy while waiting to be discovered.
According to market research firm IRI and the National Confectioners Association, in the month ended September 6, the sales of Halloween candy in the United States increased by 13% over the previous year. This is greater than the usual single-digit growth. Sales of Halloween chocolate alone increased by 25%.
On Halloween, the display of some chain stores (such as Dollar Store, Meijer and ShopRite) may help boost sales. However, after months of pandemic anxiety, Americans may also be celebrating.
Cassandra Ambrosius, who lives in central Wisconsin, was surprised to see a bag of Halloween candy in the grocery store in early September. Her husband snatched one. She hopes to buy more luggage as Halloween approaches, because she thinks people nearby will figure out how to deceive or treat safely.
Related: How to safely conduct Halloween during the pandemic: No door-to-door tricks or handling or wearing a mask
This enthusiasm is good news for candy companies, which rely on the 10-week Halloween period to complete nearly 14% of their annual sales of $36 billion. Halloween is the biggest holiday of the year for candy manufacturers, followed by Christmas and Easter. Valentine’s Day is the fourth day far away.
Ferrara Candy Co., which produces Brach candy candies, said online demand is three months earlier than usual. Some stores also require Ferrara to ship in advance.
However, despite strong early demand, sales in late October may be affected if the coronavirus is curbed. Tim Lebel, the company’s chief Halloween officer and US sales director, said that 55 percent of Mars Wrigley’s Halloween candy sales usually occur in the last two weeks of October.
The Governor of New York State recently announced that he will ban tricks in the state. But some cities, such as Springfield, Massachusetts and Antigo, Wisconsin, have cancelled it. Large-scale Halloween events in places such as Disneyland and Salem, Massachusetts did not occur.
Ben Reed from Arlington, Texas is proud to distribute full-size candy bars for Halloween. He usually buys 160 to 200 candies.
He said: “I don’t know how much to buy this year.” “I don’t want to disappoint my children, but on the other hand, I don’t want to be trapped by too many children and add more COVID pounds to myself.”
Market research company Numerator conducted a survey of 2,000 consumers in early August and found that 52% planned to buy less candy this year than usual. Only 11% plan to buy more.
Candy companies have been making some changes to deal with all the uncertainties around Halloween. Phil Stanley, Hershey’s global chief sales officer, said that the sales volume of the large Halloween-themed candy bags sold by Hershey has decreased, and more candies have been transferred to smaller ones that can still be sold after the holiday. In daily use bags.
Mars is customizing the bag size. For example, places like Los Angeles County that discourage the use of techniques or be kind to yourself may get smaller bags.
Lebel said: “We try to cover all the foundations because the celebrations in each market will be different.”
CVS Caremark said it has reduced the number of packaging bags in candy stores, large and small. It also expands the variety of “instant-to-eat” sized candies and chewing gum that parents can use to treat themselves. Target said that because it is expected to reduce gimmicks or treatments this year, it has reduced the variety of Halloween candies.
However, as the pandemic changes shopping habits, online sales can give candy companies a boost. Lebel said that Easter’s digital sales more than doubled, and it could happen again on Halloween.
In response to this pandemic, the company has also changed its marketing methods. Mars is launching the “Trete Town” website, which will allow people to deceive or treat virtually and earn points for real candy. Hershey has a map on its website showing the COVID risk in each county.
Miranda Leon of Albany, Georgia still plans to buy Halloween candy in mid-October and make snack bags for her three children’s classrooms. There is no official news about Halloween in her city, but she plans to bring the children to trick or treat or distribute candy.
She said: “Our children have gained a lot this year-classes are shortened, sports are cancelled, summer camps are cancelled,” “I refuse to take gimmicks or happiness from my children.”

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