particularly for costumes and decorations<\/a>, a large percentage will make up those last-minute buyers who are still picking up candy in the days leading up to October 31.<\/p>\nBased on data from the recent Advantage Outlook survey of Halloween shoppers and insights from Advantage Unified Commerce (AUC), a division of Advantage Solutions, here\u2019s what retailers and CPG companies can expect this Halloween season \u2014 and ways to capitalize on the latest trends.<\/p>\n
Recession-Busting Behavior Meets Festive Momentum<\/h2>\n
Over the past four years, Halloween \u2014 like many other holidays \u2014 has proven to be a resilient investment for both retailers and consumers, even amid economic uncertainty.<\/p>\n
\u201cThis phenomenon is particularly pronounced as consumers prioritize moments of joy, nostalgia and communal experiences to offset the challenges of daily life,\u201d says Kelly Ravestijn, senior vice president of commerce intelligence at AUC.<\/p>\n
Although Halloween may not face dramatic downsizing, Ravestijn says there may be a shift in how consumers allocate their spending.<\/p>\n
Instead of cutting back entirely, consumers might redirect funds from premium experiences or d\u00e9cor to core necessities like candy and costumes. This presents a critical opportunity for retailers to offer value-based promotions or to highlight multi-use products that give consumers more bang for their buck. Brands and retailers can lean into this trend by offering tiered pricing strategies and bundled products that provide cost-effective solutions without sacrificing the festive experience.<\/p>\n
Applying Shopper Insights to Maximize Seasonal Gains<\/h3>\n
According to the Outlook survey, Halloween shoppers typically hold off on their candy purchases until closer to the event \u2014 many within seven days of Halloween \u2014 in the hope of scoring last-minute deals. But these same consumers also shop earlier for items like costumes and decorations, offering retailers an opportunity to integrate candy sales into those purchases.<\/p>\n
\u201cRetailers can drive earlier purchases by offering candy as part of bundled deals with costumes and d\u00e9cor, creating themed assortments that encourage early shopping,\u201d Ravestijn suggests. \u201cBy offering early-bird discounts and exclusive candy assortments, retailers can capitalize on consumers’ fear of missing out on limited-edition items and generate candy sales earlier in the season.\u201d<\/p>\n
Let\u2019s be clear, though: Some 70% of shoppers plan to buy candy within seven days of Halloween.<\/p>\n
And retailers must be ready to capture the surge. By offering targeted flash sales, bundling discounts and loyalty rewards closer to the holiday, retailers can attract these price-conscious shoppers. Well-stocked shelves and eye-catching displays in the final week are crucial to driving impulse buys as consumers rush to finalize their Halloween plans, Ravestijn says.<\/p>\n
Sometimes the candy purchased doesn\u2019t make it till Halloween, as consumers tend to snack on those sweet treats on hand \u2014 offering retailers a prime opportunity to boost sales.<\/p>\n
Here\u2019s a fun fact: More than half of shoppers will buy candy multiple times throughout the Halloween season.<\/p>\n
To maximize this trend, Ravestijn says, retailers should strategically time their promotions. \u201cOffering bundled deals or discounts on popular candy brands early in the season can drive initial purchases, while launching special offers closer to Halloween will cater to those stocking up for trick-or-treaters,\u201d she says.<\/p>\n
Retailers can implement staged promotions that reward repeat visits, such as discounts on the second or third candy purchase. Multi-tiered loyalty programs that offer free products or special discounts after multiple purchases could further incentivize shoppers to return. In addition, they can also promote “pre-Halloween snacking” by highlighting snack-size options meant for personal indulgence in the weeks leading up to the holiday.<\/p>\n
As Halloween has transformed from a single day or weekend into an entire season of festivities, the selling season has grown longer and more complex. For retailers and CPG brands, the support of a partner like Advantage, with its breadth of omnichannel services and capabilities, can help them capitalize on the opportunity.<\/p>\n
\u201cConsumers are celebrating through themed events, buying decorations, candy, food and beverages, and planning or attending activities that span the entire month leading up to the big night,\u201d says Christi Geary, executive vice president of AUC.<\/p>\n
\u201cWe help retailers and brands identify emerging trends, optimize product placement and execute effective in-store and digital campaigns that maximize engagement with shoppers and boost profitability during the Halloween season.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Some Halloween shoppers stocked up on candy weeks ago. Others are waiting for the last minute in hopes of a deal \u2014 and, perhaps, to replace candy they may have eaten already. Such are the spooky and scary variables of Halloween retail. As retailers anticipate the largest Halloween selling season on record, they should plan […]<\/p>\n","protected":false},"featured_media":2391,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"mrktblog-category":[41],"class_list":["post-2392","mrktblog-posts","type-mrktblog-posts","status-publish","format-standard","has-post-thumbnail","hentry","mrktblog-category-advantage-news"],"acf":[],"yoast_head":"\n
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