• Total candy promotions are down in Week 43, from 4320 total promoted products in 2019 to 4320 in 2020
• Web promotions increased in Week 43 vs the same time last year, from 24.0% in 2019 to 38.3% in 2020
• Kroger had the highest share of candy promotions (10.5%) in Week 43

You can navigate between topics by clicking on the header (e.g. Brands) and toggle between weeks within that topic by clicking on the week number.

• Total ad spend within the candy category was down between 10/19/20 and 10/25/20 when compared to the same dates YA, with an index of 82
• The number of ads featuring Halloween messaging continue to rise, both week-over-week—with 71 unique ads mentioning "Halloween" between 10/19/20 and 10/25/20 vs 53 in the previous week—and year-over-year (45 ads in 2019).
• Candy bars were again the most advertised subcategory, accounting for 59.2% of candy advertisements

Numerator surveyed 2,000 verified holiday shoppers to understand how people plan to celebrate, shop, and spend for Halloween 2020:

• Nearly 3 in 4 consumers (73%) expect their Halloween celebrations to be somewhat or significantly different this year, with 52% expecting to buy less candy this Halloween than they did last.
• Only 25% of respondents indicated someone in their household planned to participate in Trick-or-Treating activities this year, with an additional 32% responding they were unsure. 43% said they would not be participating.
• The number of households planning to purchase Halloween candy & snacks for trick-or-treaters are down significantly this year (48%) versus last (64%). At the same time, those intending to purchase for household consumption are up from 56% in 2019 to 62% in 2020.

For more on how consumers are thinking about Halloween, read the full blog >>