Halloween 2021

Americans begin to ease back into normal life - and prepare for Halloween trick-or-treating

By Anthony Myers contact

- Last updated on GMT

The survey claims six in 10 adults see little or no risk to trick-or-treating in their community. Pic: GettyImages
The survey claims six in 10 adults see little or no risk to trick-or-treating in their community. Pic: GettyImages

Related tags: Halloween

In a boost to the confectionery sector, American families are ‘considerably more comfortable sending their kids back to school, or with Halloween trick-or-treating, than a year ago’, according to a latest Axios/Ipsos poll.

The news will come as a relief to the American confectionery industry, after findings revealed that “68% of parents surveyed said they see little or no risk in trick-or-treating this year, compared with 51% when we asked this question last October. And six in 10 adults see little or no risk to trick-or-treating in their community, a 15-point jump from last October​.”

In a wide-ranging survey on the state of the nation, it found Americans have become a bit less worried about living their lives. The respondents who see large risk in airline travel, dining out or visiting family and friends are at their lowest shares since mid-July.

Americans' trust in the media around COVID-19 information also has declined over time, for network news (now 45%), national newspapers (41%), cable news (34%) and conservative news outlets (26%).

Speaking of the impact of COVID-19 on the country, Cliff Young, president of Ipsos U.S. public affairs, said: "People have adapted. They have countermeasures they trust. But we're still in the middle of it. It hasn't gone away. You have to wear masks everywhere. It's doable, but it makes you frustrated​."

The US Centers for Disease Control and Prevention director Rochelle Walensky told ABC’s This Week  programme last month​ that most children should still be able to trick-or-treat safely outside if they avoid crowds and parties – a potentially influential recommendation that could bolster families’ confidence and subsequently boost candy sales.

National Confectioners Association President & CEO John Downs also recently said its own research shows that more people plan to get out and celebrate Halloween this year than last year, especially young parents.

Many Americans will embrace new Halloween traditions this year, including celebrating Halloween at home with activities like candy scavenger hunts. But consumers tell us that candy is always part of the mix. After all, enjoying a few chocolate and candy treats throughout the season is how we Halloween!"

Related topics: Candy, Retail & Shopper Insights, Seasonal

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