As families reconsider Halloween traditions, companies that typically rely on Halloween for sales are changing to suit.
Here’s what Halloween will look like this year.
To boost sales and keep customers interested, Halloween preparations during this time include placing a specific Halloween package with fewer treatments, focusing on family size packs and extending the shopping season.
The Halloween celebration is unpredictable this year, but candy companies should still be optimistic, said David Steinberg, co-founder and CEO of Zeta Global, a data-driven marketing technology company , on CNN Business. He added that consumers will continue to buy candy for reasons not including trick-or-treated: For example, candy sales rose in April, at the start of the pandemic, indicating that “people are looking at candy as comfort ”as they stayed home and socially distant.
The seasonal Spirit Halloween chain, known for its extensive costume collection, is ready for a non-traditional Halloween. The company is changing its approach during the pandemic, becoming creative by offering new ways to celebrate and offer Instacart contactless delivery for Halloween costume shopping.
“We see strong customer foot traffic and expect sales similar to last year,”; Erin Springer, senior manager of public and media relations at Spirit Halloween, told CNN Business.
And costume sales will continue to rise, Steinberg said, even if it is not safe to participate in traditional trick-or-treating. “Kids are still excited about Halloween. Parents don’t want to disappoint them – especially after a hard year of studying from home,” Steinberg said. “Whether they trick or treat or not, there is still a reason for them to dress up as their favorite character.”
Far from social trick-or-treated
Last month, the Centers for Disease Control and Prevention released Halloween safety guidelines, labeling traditional trick-or-treating as a “high-risk activity.” Alternatively, the CDC proposed a “one-way trick-or-treated,” which involved dropping individual bundles of goodie bags on neighbors and friends’ homes.
Spirit Halloween recommends no contact-trick-or-treating (even if they don’t sell candy), socials away from costume parades, graveyard scavenger hunts and virtual ghost storytelling.
Shop or not shop
In preparation for Halloween, Lowe’s is launching drive-through, curbside trick-or-treated holiday-leading events, giving customers free candy and pumpkins. Lowe is likely using the event as an opportunity to keep shoppers in their stores. The initiative allows customers to participate in curbside pickup for items they order from the store while simultaneously participating in curbside trick-or-treated.
City has also changed its strategy. “It is important for Party City to write the playbook on virtual at-home and drive-by celebrations,” the company’s CEO Brad Weston told CNN Business, adding that the company has made virtual party kits. next guides and checklists to make it easier to plan Halloween celebrations during the pandemic.
The party supplier is still struggling, however. By 2019, the company will have 275 Halloween pop-up shops nationwide, and this year, the company will have only 25 Halloween pop-up shops in the United States.
However, Spirit Halloween, which has become a Halloween staple for many, opened 1,360 locations nationwide last year, and this year that number has increased to 1,400.