With under a week to go, the sales gains reflect the high levels of participation for Halloween, despite restrictions imposed on this year’s events because of COVID-19.
The NCA’s research reveals 96% of parents are planning to celebrate Halloween this year ‘in some way’ and 65% say they will participate in trick-or-treating. Additionally, 74% of young parents say Halloween 2020 is more important than ever.
The mint category has also received a boost as Americans report they use mints to freshen their breath under their COVID-19 masks, along with chewing gum or hard candy.
Safe and creative
In a campaign promoted by the NCA in support for a safe and creative Halloween 2020, big names such as Martha Stewart, Jamie Lee Curtis and Whoopi Goldberg have joined politicians and public health experts, community leaders, newspaper editorial boards and columnists who say Halloween celebrations can still be enjoyed under appropriate guidelines.
In a further boost for the industry, total US candy sales are up 4.3% since March 15, according to the data from the NCA.