Halloween confectionery spending increases in US, as spooky season gathers momentum

Latest studies on US pre Halloween chocolate and candy sales have seen a notable upturn, with sales reaching $324 million, up by 48% against the same time period in 2020, and rising 59.8% compared with two years ago, writes Neill Barston.

Data from the eight weeks leading up to 4 October showed the key confectionery increases, as consumers begin to feel more confident about the prospects of holding carefully managed celebrations against the ongoing issue of the pandemic.

The upturn was mirrored by general spending on Halloween-specific items per store increased 26.9% compared with the same time period in 2020, indicating the general mood ahead of the key spooky season.

According to general market analysis from the National Retail Federation, the US is set to spend $10.14 on Halloween in total this year – with up to a third of that figure being spent on candy across the season, with similar sums being spent on costumes and decorations as one of the main family events of the calendar year.

In terms of celebrations, Dr. Rochelle Walensky, director of the Centres for Disease Control and Prevention (CDC) recently appeared the US show Face The Nation yesterday, speaking on whether Trick or Treating was practical for families this year. “If you are able to be outdoors, absolutely…We should be able to let our kids go trick-or-treating in small groups, and I hope that we can do that this year.”

Furthermore, John Downs, National Confectioners Association president and CEO added his own note of optimism surrounding the prospects for festivities being staged at the end of this month.

He said: “Chocolate and candy sales have come roaring back during the 2021 Halloween season as excitement continues to grow and consumers tell us they’re ready to celebrate. 82% of Americans say they plan to celebrate Halloween – including 93% of Millennial parents. And retailers are going strong on Halloween displays this year, with iconic orange and black sets coming back in a big way. Up from 80% in 2020, 87% of people say they will purchase the same amount of – or more – Halloween candy this year. Which all makes sense, because what would the Halloween season be without chocolate and candy?

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