US studies reveal 93% of millennial parents intend to celebrate Halloween

With the key Halloween period just weeks away, fresh studies from the US-based National Confectioners Association has revealed 93% of millennial parents intend to stage celebrations, writes Neill Barston.

As the trade organisation’s survey found, last year revealed that despite the backdrop of the pandemic, Americans found a wealth of creative and innovative ways to share chocolate and candy during the spooky season, from candy chutes to ziplines to homemade robots.

For 2021, it seems consumers’ appetites for celebration are even strong, as an overall figure of 82% of Americans say they’re planning to celebrate the 2021 Halloween season, which has retained its spot as one of the most significant for the confectionery sector.

Among the key releases for Halloween this year are Mars Wrigley’s special spooky edition Skittles, Ferrero continuing 31 days of Halloween calendar offering key celebration suggestions, and Nestle introducing special cookies marking the occasion, which is worth an average $4.6 billion a year in the build-up to the event, against total annual sales in the US of $36 billion.

Within the UK, which has followed America’s enthusiasm for seasonal celebrations, according to figures from Statista, retail sales for confectionery rose from £230 million in 2013, continuing on a growth trajectory, attaining figures of £474 million in 2019.

Confectionery Production reported on preparations for last year’s celebrations, which continued despite challenging conditions, with the NCA once again offering a series of tools to help families enjoy the ‘big night’ on 31 October, with its online resources through Halloween Central, as well as through its  web portal for tricks for treating in 2021, including safety tips history lessons and fun facts.

“As the world continues to shift around us, Halloween is a constant that can bring us joy and excitement by helping people embrace time-honoured traditions and create new experiences,” John Downs, NCA president & CEO, said. “The Halloween season has always been about people, traditions and celebrations. Whether people celebrate with a classic night of trick-or-treating or other creative ways of enjoying the season throughout October, this season is all about how we Halloween.”

As the NCA notes, every community across the country will have a different approach to celebrating the Halloween season. That could mean spending more time getting creative with Halloween plans or just more time celebrating the season throughout the entire month of October. 82% of Americans are confident they will find safe and creative ways to celebrate the Halloween season.



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