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Halloween Treats No Trick

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Halloween Treats No Trick


Halloween’s popularity is, well, monstrous and still growing, and consumer spending, especially on candy, reflects the trend. The National Retail Federation’s Halloween Consumer Intentions and Actions Survey , conducted by BIGresearch, predicts total Halloween spending for 2007 at $5.07 billion. It says consumers will increase spending on Halloween this year, with the average person planning to spend $64.82 on the holiday compared to $59.06 in 2006. Of that, $19.84 will go for candy alone.

According to The Nielsen Company , New York, total candy sales were $2.1 billion in U.S. food, drug and mass merchandiser stores, including Wal-Mart, for the 10-week period ending Nov. 4, 2006, the period associated with Halloween-candy sales volume.

All these numbers make sense when, according to National Confectioners Association (NCA), Vienna, VA, 93% of children will go trick-or-treating. But kids aren’t doing all the snacking; the association also reports 90% of parents say they sneak goodies from their kids’ Halloween trick-or-treat bags.

The NCA scares up the following Halloween preferences:

  • Bite-sized chocolate candies are the most popular type of candy for Halloween “goblins” (76%), followed by bite-sized nonchocolate candies (30%).
  • About 26% of households let full-size candy (chocolate and nonchocolate) creep into their Halloween activities.
  • “Witch” treats are kids’ favorite when trick-or-treating? The survey says 84% of kids call candy and gum their favorites.
    • 50% prefer chocolate.
    • 24% prefer nonchocolate candy.
    • 10% go for gum.
  • To the horror of dentists everywhere, kids’ least favorite trick-or-treat items were fruit and salty snacks like chips and pretzels.
    • 1% prefer fruit.
    • 1% want salty snacks.
    • 2% prefer toys.
    • 2% like baked goods such as cookies/granola bars.
    • 2% want “other.”
  • When boys and “ghouls” ages 6 to 11 years old eat candy, these children prefer chocolate candy two-to-one over candy without any chocolate.
  • As far as the adults were concerned, “Mummy” and Daddy listed their favorite treats from their kids’ trick-or-treat bags:
    • 70% admit going for snack-size chocolate bars;
    • 40% for candy-coated chocolate pieces;
    • 37% for caramels;
    • 26% for gum.
  • However, the adults think the scariest treat is licorice; only 18% of those polled would take a licorice candy from the bag.

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Halloween Treats No Trick