US anticipates a record-breaking Halloween season for spooky treat retail sales
Happy family preparing for Halloween, having fun.
Studies for the National Retail Federation in the US have found that total Halloween spending is set to reach even greater ‘spooktacluar’ highs this year, with a projected record $12.2 billion, exceeding last year’s record of $10.6 billion, due to be achieved, writes Neill Barston.
Notably, last year, the share of that total was around $6 billion in pure candy celebrations, with similar figures expected this year, as Americans continue to demonstrated an unbridled love of the key winter season occasion, with families seemingly more determined than ever to market the occasion than ever in post-pandemic times.
The figures come from a commissioned survey from Prosper Insights & Analytics, which revealed that a record number of people (73%) will participate in Halloween-related activities this year, up from 69% in 2022.
“More Americans than ever will be reaching into their wallets and spending a record amount of money to celebrate Halloween this year,” NRF President and CEO Matthew Shay said. “Consumers will be shopping early for festive décor and other related items and retailers are prepared with the inventory to help customers and their families take part in this popular and fun tradition.”
Like previous years, the top ways consumers are planning to celebrate are handing out candy (68%), decorating their home or yard (53%) or dressing in costume (50%). However, in a return to pre-pandemic norms, more consumers also plan to throw or attend a party (32%) or take their children trick-or-treating (28%).
As Confectionery Production has previously covered, this year’s Sweets & Snacks Exo in Chicago this May revealed that major manufacturers were gearing-up for what analysts have projected as an especially strong year for seasonal novelties and line-extensions that offer plenty of spooky quirks in celebrating the season.
Furthermore, figures from the country’s National Confectioners Association have indicated that specific confectionery-influenced celebrations are set to be more popular than ever this year, with its own studies showing that a grand tally of 93% of US consumers are in fact due to hold some kind of celebrations for the major seasonal event.