Insights & Advice

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Halloween could be the holiday test case

As October begins, mountains of candy have become a fixture in every store and supermarket. Halloween is the first in a series of fall-into-winter holidays. The candy companies are hoping it’s going to be business as usual this year, but that depends on who comes to your door.

Whether it is trick-or-treating or costume parties, no one wants a visit from this year’s most fearsome of monster—the coronavirus. Worried parents wonder if this unwanted guest will be hiding among those candy wrappers, or in the noses, hands and mouths of excited children (or the parents and guardians accompanying them). Will one cough undo months of masks and safe spacing?

The Center for Disease Control (CDC) has already issued medical guidelines that label all the traditional Halloween behavior patterns as “high risk” activities.

That means no door-to-door activities, indoor parties, hayrides, visits to haunted houses, or rural fall festivals. The CDC gives alternative suggestions, which center on an immediate family night with a Halloween theme, such as carving pumpkins, or virtual costume parties with your children and their friends.

“But it just won’t be the same,” lamented one mother to me.

While that may be true, it doesn’t seem to have deterred consumers from stocking up on candy. U.S. sales of Halloween candy are up 13% from this time last year, according to the National Confectioners Association. Chocolate candy is up 25%. Usually, we would expect to see a single digit increase at best.

That is a hopeful development for candy companies that depend on the 10-week period surrounding Halloween for as much as 14% of yearly revenues.  Halloween is the biggest holiday of the year in this $36 billion industry, followed by Christmas and Easter, with Valentine’s Day trailing in fourth place. Overall, however, the National Retail Federation expects consumer Halloween spending to decrease about 8%, even if those who do decide to celebrate are expected to spend 6% more on average.

Is this increased candy consumption in September a sign that consumers are planning to disregard the CDC’s warnings? And, if so, would that potentially create a nationwide, coronavirus super spreader event? Not necessarily.

Brach’s, the maker of Candy Corn, thinks it could be because the candy-selling season started three months earlier this year. Consumers, with many activities curtailed and with more money in their pockets as a result, may be splurging on candy, which is far cheaper than going out to a restaurant, and simply using Halloween as an excuse to indulge. The real test will be in the last two weeks of October when companies such as Mars Wrigley’s, usually chalk up as much as 55% of their total Halloween candy sales.

A market research company, Numerator, which surveyed 2,000 consumers at the beginning of August, found that more than half of the respondents planned to buy less candy this year than normal. The uncertainty of the turnout for trick-or-treating due to COVID-19 evidently had some consumers planning for less of a celebration.

In response to the uncertainty, candy companies have both reduced, as well as re-sized, their candy bags. Smaller bags that can be used for everyday consumption, but can still be sold after the holiday, is another way some companies are hedging their bets. Candy companies are also getting creative while working with the CDC guidelines to come up with interesting and unique ways that families can celebrate the holiday and still stay safe. Just peruse their websites for some alternative ideas, some of which are pretty imaginative.

Communities across the nation are also coming up with good ideas. In my own town, Downtown Pittsfield, Inc. is holding a trick-or-trunk event on October 15, which involves the community coming together in a parking lot so that the children can safely trick-or-treat out of the decorated trunks of their cars. The candy is then quarantined for two weeks and available by Halloween.

In the end, it comes down to the kids, doesn’t it? As we all know, children are having a tough time of it during this health crisis. They are out of school and away from their friends. Most of the day, they are glued to their computers, sometimes for hours at a time. There are no after-school activities, no sports, and even going outside has become a controlled activity. Most of this year has been a big downer. Are we also going to disappoint them on Halloween, or will we be able to find new and joyful ways of celebrating, despite the crisis we are suffering? I’m betting we will.

 

 

 

 

 

 

 

 

Posted in BMM Articles, General Interest, Market & Economic OverviewTagged