The Warc Blog

The Warc Blog

A Not So Scary Halloween
Robert Passikoff, President, Brand Keys, Inc
Robert Passikoff
Consumers will be getting into the spirit of the holiday this year, and it won’t only be jack o’ lanterns and trick-or-treaters who’ll be smiling. Retailers will have a lot less to be afraid of because according our annual Halloween Survey, consumers intend to spend 15% more than last year – a really chilling year for retailers – or nearly $70.00 to celebrate.

This year Halloween falls on a Sunday, which means celebrations will start Friday night and run through the weekend. Sixty-three percent of the 6,000 respondents polled indicated that they were going to host or attend a party, and for 18 to 24 year olds the top-10 favored costumes-of-choice are:

1. Jersey Shore cast member
2. Lady Gaga
3. Avatar character
4. Snooki
5. President Obama
6. Iron Man
7. Buzz Lightyear/Woody
8. Pirate
9. Alice In Wonderland/Mad Hatter
10. Batman

Those not partying are going to celebrate the old-fashioned way: traditional, neighborhood trick-or-treating. If you want to keep the witches, pirates, princesses, and superheroes happy this year, the top-10 most-coveted candies are:

1. Hershey Chocolate Kisses
2. Snickers
3. Nerds/3 Musketeers
4. M&Ms
5. Gummies
6. Nestlé Crunch/MARS bar
7. Candy Corn/Twix
8. Reese’s Pieces
9. Tootsie Roll/Pops
10. Hot Tamales/Kit Kats

Based on this year’s survey results it’s fair to say that you don’t need to be a witch or warlock or have access to a crystal ball to divine that this is going to be a boo-tiful Halloween for retailers.

Subjects: Consumers, Marketing, Brands

28 October 2010 15:40

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