The countdown to Halloween has already begun. The Halloween season is increasing, with enthusiasm driving customers to buy treats earlier and extra steadily all through the season. Mars helps retailers put together for sweet’s greatest second with insights round how customers plan, store and rejoice Halloween via its inaugural “Mars Tips, Treats and Traits” report.
Because the authority on Halloween, and maker of a few of the world’s most beloved treats and snacks, Mars Wrigley delves into shopper Halloween preferences and uncovers insights and rising patterns in shopper habits and buy choices main into, and through, the season. From trick-or-treat plans to Halloween taste and format preferences, the
“Mars Tips, Treats and Traits” report offers a primary take a look at this 12 months’s anticipated traits, together with “spook-tacular” takes on generational Halloween insights.
“At Mars, planning for sweet’s greatest season is a two-year course of,” mentioned Tim LeBel, Chief Halloween Officer and President of Gross sales at Mars Wrigley North America. “With retailers sharing our ardour for the vacation, we all know how a lot goes into planning across the season. Our inaugural ‘Mars Tips, Treats and Traits’ report serves to assist retailers and arrange our companions and the broader trade for fulfillment throughout one of many greatest sweet buying moments of the 12 months.”
The report, developed in partnership with Ipsos, appears at attitudes amongst American adults who plan to rejoice Halloween, and ensuing knowledge exhibits that customers see sweet because the No. 1 contributor to a constructive Halloween expertise.
Customers are planning early – and going greater – for the Halloween season
In accordance with the “Mars Tips, Treats and Traits” report, 85% of these planning to rejoice Halloween this 12 months both plan to go greater or retain comparable plans in comparison with final 12 months. This quantity is even increased amongst Gen Z and Millennials at 90%, with almost one-third of Gen Z (32%) planning to go even greater than final 12 months. On common, customers who rejoice Halloween are planning 5.2 weeks upfront of the vacation.
Evolution of spooky season retail traits
Fascinating procuring traits additionally emerged as these planning to purchase sweet on-line (17% of those that report planning to purchase Halloween sweet) show extra intention with Halloween planning (in comparison with in-store and omnichannel customers), starting 7.9 weeks upfront on common. Moreover, internet buyers usually tend to care about status—64% think about their status when shopping for sweet to go out or fill in a bowl for internet hosting.
Improvements sparked by evolving preferences, together with new selection luggage
The “Mars Tips, Treats and Traits” report additionally discovered that the majority customers who plan to buy sweet (55%) search for selection luggage with a mix of fruity and chocolate candies. This 12 months, Mars is assembly the demand with selection luggage that blend Mars manufacturers like TWIX®, SNICKERS®, LIFE SAVERS® Gummies and SKITTLES® Gummies. And the 75% of sweet purchasers who look to rejoice Halloween with enjoyable dimension candies can relaxation assured—enjoyable dimension stays the star of Mars Halloween selection luggage.
Gen Z as “Halloween Heroes”
The “Mars Tips, Treats and Traits” report revealed that enthusiasm for Halloween is driving customers to plan for Halloween earlier. Gen Z particularly celebrates Halloween early and infrequently—36% of Gen Z Individuals who plan to rejoice Halloween plan for the vacation greater than a month upfront. They’re additionally more than likely to make a number of journeys to buy sweet (17%) all through the season in comparison with different age teams.
To discover insights from the “Mars Tips, Treats and Traits” report and study extra about Mars Wrigley’s full 2024 Halloween product lineup, go to marswrigleyhalloween.com/marstrickstreatstrends.
Ipsos survey methodology:
These are some findings from an Ipsos survey, carried out on behalf of Mars, Integrated, amongst n=2,256 adults within the U.S., age 18 and up, who point out plans to rejoice Halloween. The survey was carried out on-line, in English, between April 11-16, 2024. The beginning pattern for the survey was a consultant pattern of n=3,000 U.S. adults, together with an oversample of n=105 Gen Z adults, who had been then screened on how, if in any respect, they plan to rejoice Halloween. The credibility interval, a measure of precision used for on-line, non-probability polls, for this survey is plus or minus 2.5 proportion factors.
