Halloween isn’t one of those “mandatory” holidays like Christmas or Chanukah, so the prediction from IBISWorld research firm that Halloween spending is expected to grow 10.7% from 2011 seems telling of economic optimism. Consumer spending on things like costumes, candy and decorations are expected to reach a record-setting $8 billion this year!
Candy – Halloween’s bread and butter – is estimated to account for $2.4 billion of the sales and this year it isn’t just kids who want to scare up some festive fall treats. Big brands, like Mars, are turning their marketing attention to adults and not just as the purchasers but as the consumers of Halloween candy. So keep an eye out for Halloween-themed Snickers commercials to join the “you’re not you when you’re hungry” campaign.
Not to be outdone, Hershey’s is rolling out ten new candy products for the October holiday – four more than they did in 2011! Further evidence of how they remain the chocolate candy market leader with a 43.3% share of the market. Another new trick up Hershey’s Halloween sleeve this year is to focus less on Halloween-specific packaging and capitalize more on the further-reaching fall-theme which will work to extend the seasonal selling season beyond November 1st, when most Halloween-packaged candy products lose relevance and move to the clearance shelf for a slow, painful death.
With so much new activity on the Halloween candy scene this year, what will you be handing out on October 31st? Here are some of our picks:
The Hershey Company Cadbury Screme Egg: White and green caramel center inside a milk chocolate shell
Mars Caramel Apple Milky Way Minis: Apple-infused caramel over chocolate-malt nougat in a soft milk chocolate shell.
Herr’s Chocolate Flavor-Drizzled Pumpkin Shaped Pretzels: Mini pumpkin shaped pretzels covered in chocolate.
Seattle Chocolates Bloody Orange Dark Chocolate Truffle Bar: Candied orange peel in a deep dark chocolate bar.