In One of the Scariest Years, Halloween Could Be Bigger Than Ever for Well-Positioned Brands
In One of the Scariest Years, Halloween Could Be Bigger Than Ever for Well-Positioned Brands
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Already the most creative holiday, consumers are conjuring up spooky new ways to celebrate Halloween in this time of social distancing. Suzy has unmasked where shoppers are finding inspiration right now and precisely where their funds are flowing.
While most major events in the spring and summer months were spoiled, as people get more comfortable in a new normal, the pandemic does not appear poised to ruin a prime highlight of fall: Halloween.
According to a September 8 Suzy survey with 1,000 Americans, including 500 parents, even though the holiday was nearly two months away, 46% of respondents said they’d already made Halloween plans. An overwhelming majority — 80% — declared they will purchase the same amount of Halloween candy this year, if not more, and 70% said they will spend on Halloween-themed foods and drinks.
“Yes, there are challenges right now in retail,” said Suzy Founder and CEO Matt Britton, “but the demand is there.”
Britton’s remarks came during a Suzy webinar, State of the Consumer: Halloween in a Haunted Year, where he and his guest, Crystal Lindell, editor at Candy Industry, a global confectionery trade publication, broke down the survey data.
For obvious reasons, commerce has struggled in general this year. But pessimism about the economy is waning and, now six months into the crisis, the e-shopping revolution is well underway, with consumers growing adept at digital shopping.
There’s no reason for consumers not to make Halloween purchases this year, as long as they have the means. The Suzy survey bore this out.
Nearly two-thirds of its respondents said they still plan to decorate their home this year, with 43% planning to research fun and creative ways to prepare for the holiday.
Perhaps arts and crafts retailers like Michaels — which have enjoyed sales booms during the pandemic, with people having so much time to themselves — should continue to expect shoppers to show up, virtually or otherwise.
“Anything in the DIY space, as it relates to Halloween and costumes, is a great way for brands to drive engagement with consumers, and tap into a trend that we’ve seen burgeoning throughout this COVID crisis,” Britton said.
In fact, more than half of the parents surveyed by Suzy — 52% — said they will be more elaborate with their kids’ costumes this year versus last year. Relatedly, during the pandemic people have cooked more of their own meals, and 58% of poll respondents plan to make Halloween-themed food or drinks.
“More food is being consumed at home and it creates a huge opportunity for food and beverage companies to really market themselves as ingredient brands,” Britton offered.
“It’s a great opportunity for the candy industry as well, because a lot of their products are baking products or can be used as baking products,” Lindell added. “People think of Hershey’s Kisses and things like that, but people make little sour patch candies in the oven as well, so it’s also been really great for the confectionery industry.”
Relatively new tech has helped consumers mitigate the impact of behavioral adjustments prompted by the pandemic, too, and there’s every reason to think this will continue through Halloween.
Half the people Suzy talked to said they’ll be surprised to see trick-or-treaters this Halloween; however, 82% still plan to celebrate from home, up 17% from last year. This will take the form of not just socially-distant gatherings, but also parties conducted over video conferencing platforms. 60% of respondents said they’re willing to have a socially distant Halloween gathering, while 45% are considering holiday-themed Zoom parties.
Considering this information, and the fact that social media is still a cultural force, Britton and Lindell predicted costumes will be as prevalent and audacious as ever, or maybe more so. And 53% of the Suzy survey respondents said they are willing to spend more on their Halloween costume this year than they did last year, keeping the spirit of Halloween alive and well — even as it playfully glorifies the macabre.
Good, familiar tidings like these are at a premium right now, and 74% of young parents said in the Suzy survey that Halloween is more important than ever.
“So many parents are struggling with their kids being homeschooled, with remote learning, not being around their friends as much, not having so many [hallmark celebrations] like Fourth of July fireworks,” Britton said in response to that reveal. “They’re hoping, finally, now, October will be a time where kids can get back to some sense of normalcy.”
Perhaps most importantly, the widespread fun that comes with Halloween is undeniable. Apparently, there’s just no stopping the consumer response to it.
For much more information and results from the Suzy research, you can view the entire webinar, State of the Consumer: Halloween in a Haunted Year, at Suzy.com.