Supermarket News just published a Data Points article around RetailNext metrics for Halloween, making it the year’s third set of RetailNext Data Points after Valentine’s Day and Easter.
Some of the conclusions we drew from our Halloween analysis include:
- Halloween candy purchasing is quite similar to purchasing during other seasons. Eight of the top ten brands of candy purchased were the same during summer and Halloween of 2012. Similarly, we saw that chocolate was hugely dominant in both the Halloween and Valentine’s Day holidays. This consistency implies that when choosing candy to hand out to trick-or-treaters, shoppers largely select the same candy they would choose for their own consumption.
- Consumers like selection, with purchasing spread in significant volume across a broad range of costume and decoration categories.
- Overall engagement for Halloween was high. Shopper volume was up by a quarter, and among visitors walking past the Halloween display area, nearly a third stopped and engaged. Dwell times for Halloween seasonal display areas were considerably higher than for both non-holiday shopping periods and Valentine’s Day.
For more detail on Halloween shopping, see also our infographics for Halloween 2012 in retail and Halloween 2011 in retail.