More than half of shoppers who usually buy Halloween candy/treats to give out to others also say they plan to buy less this year, reports IRI in a blog post designed to help CPG firms target messaging most effectively in the run up to October 31.
As a result, sales of confections, single-serve snacks and potentially alcohol - as large gatherings with adults have also significantly decreased – are likely to be lower this year, says IRI, although there could be new opportunities to target families celebrating Halloween at home.
“For example, with consumer interest in baking having exploded since the pandemic hit the US in March, there is likely to be more Halloween baking happening at home this year, especially with the children in the house.
“Consumers who have bought baking items recently can be targeted for Halloween baking messages specifically. For those adults who purchase adult beverages, they may not be attending a big party this year, but they may still want to celebrate Halloween with a few family or friends at home.”
