Amid the coronavirus pandemic, the annual custom of showing up at strangers’ homes to demand candy will hold less appeal than usual come Halloween. But that won’t stop Americans from consuming candy with abandon. As with everything else these days, the key is just to do so alone at home.
That is one takeaway from a recent survey of 2,000 consumers by market research firm Numerator. It found that just one in four consumers plan to participate in door-to-door trick-or-treating this year. Only 48% plan to hand out candy, compared with 64% last year.
Yet 62% of consumers plan to purchase candy for their personal consumption, up from 56% last year. Indeed, many are getting an early start, with candy sales from Sept. 1 to Sept. 20 already up 26% from a year earlier, according to Numerator data.
As anyone who was once young knows, sourcing your own candy has benefits and drawbacks. It means less variety, but more control. Consumers spending on themselves also seem more likely to pay up for the good stuff: Sales of private-label candy are making up a significantly lower percentage this year, Numerator reports.
Time to go long peanut butter cups and short candy corn.
Write to Aaron Back at [email protected]