Two-thirds of grocery shoppers expect to spend the same on Halloween candy and treats this year compared to last year despite the inflationary period, according to a report by Advantage Solutions fielded September 5-7.
“Halloween 2023: Shoppers Reveal Plans to Spend and Celebrate” included 1,000 U.S. adults and studied how consumers will allocate their budgets during the season.
Roughly 60 percent of those surveyed report that inflation has had no impact on how much they’ll spend, or how much candy they will buy for the season. When asked about the dollar amount they will spend, nearly half of candy buyers expect to spend $25 or less for the holiday, and 20 percent plan to spend $50 or more.
The top factors that affect Halloween candy purchases include: price (33 percent), candy preferences (29 percent), package size (10 percent), product availability (8 percent), and nostalgia (7 percent). Roughly 90 percent of candy purchases will be chocolate candy, 57 percent gummies, and 45 percent sour candy.
When asked where people will shop for their Halloween candy and food treats, most responded with mass retailers like Walmart and Target, followed by grocery stores.
Many grocers, including Kroger, have begun offering deals to reign in the season. Kroger is offering savings on candy purchases and sharing party-planning recipes and ideas for hosts and guests.
"Whether you're stocking up for trick-or-treaters, planning a party or a monster movie night at home, Kroger has all the ghostly goods with prices that won't make your pocketbook scream,” said Stuart Aitken, SVP and chief merchant and marketing officer of Kroger, in a statement.
Some deals include Monster Candy Bags for $11.99, 33 percent off Halloween candy, and deals on candy bowls and bags. They are also offering exclusive themed cupcake designs to celebrate the 30th anniversary of Hocus Pocus and The Nightmare Before Christmas, two iconic Halloween films.
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