What Influences Shopper Purchases of Halloween Candy
Shelf price, special deals and promotions account for nearly three-quarters of the top factors influencing Halloween candy purchases this year, according to Breaktime Media.
From Sept. 11 to Oct. 15, Breaktime surveyed 805 U.S. adults on their Halloween shopping habits. They answered questions ranging from types of candy purchased to how much they spend on the colorful items.
Chocolate still dominates the holiday, with nearly 75% of respondents selecting that treat. The next choice was gummies/fruit chews with 6% and candy corn at 5%.
Just over half of surveyed shoppers indicate that they typically buy the fun-size candy packs. Mini is the second most popular size at 17%.
In all, 42% of shoppers selected coupons and discounts as the top offer type that would encourage trial or purchase of a new Halloween product. Following that was "buy one, get one" offers at 25% and free samples at 21%.
The majority of shoppers (64%) indicate that they spend $30 or less on Halloween candy annually.
Similar to past years, Walmart and grocery stores comprise just over half of all Halloween candy shopping destinations.
Here are ways for brands to engage and educate shoppers while driving sales during the Halloween season:
- Help shoppers figure out how much candy to purchase with a candy-focused calculator tool.
- Encourage shoppers to discover different and creative ways to use their Halloween candy using an AI recipe generator for suggestions in real time — based on shopper inputs.
- Reward shoppers for purchasing a product by giving them a special offer.
