E021 – Data Deep Dive – Halloween Spending and Candy

Just in time for Halloween this year, we take a look at the way people will spend their money on Candy and other goods during this spooky time.

Spending

People in the US are expected to spend $9.1 billion on Halloween this year, according to a study by the National Retail Federation.

Several predictions about this year’s Halloween season include:

  • U.S. consumers are projected to drop $82.93 on average, up almost 12 percent from $74.34 last year.
  • More than 171 million consumers are expected take part in Halloween festivities.
  • Adults ages 18-34 are projected to spend on average $42.39, compared with $31.03 for all adults.

According to the survey, consumers plan to spend:

  • $3.4 billion on costumes (purchased by 69 percent of Halloween shoppers),
  • $2.7 billion on candy (95 percent),
  • another $2.7 billion on decorations (72 percent)
  • and $410 million on greeting cards (37 percent).

Among Halloween celebrants:

  • 71 percent plan to hand out candy,
  • 49 percent will decorate their home or yard,
  • 48 percent will wear costumes,
  • 46 percent will carve a pumpkin,
  • 35 percent will throw or attend a party,
  • 31 percent will take their children trick-or-treating,
  • 23 percent will visit a haunted house and 16 percent will dress pets in costumes.

Top Costumes

More than 3.7 million children plan to dress as their favorite action character or superhero, 2.9 million as Batman characters and another 2.9 million as their favorite princess while 2.2 million will dress as a cat, dog, monkey or other animal.

Proving that Halloween isn’t just for kids, a record number of adults (48 percent) plan to dress in costume this year. More than 5.8 million adults plan to dress like a witch, 3.2 million as their favorite Batman character, 3 million as an animal (cat, dog, cow, etc.), and 2.8 million as a pirate.

Pets won’t be left behind when it comes to dressing up for Halloween. Ten percent of pet lovers will dress their animal in a pumpkin costume, while 7 percent will dress their cat or dog as a hot dog and 4 percent as a dog, lion or pirate.

Candy

CandyStore.com released data from 10 years of bulk candy online sales that show favorite candies by state.

STATE TOP CANDY POUNDS 2ND PLACE POUNDS 3RD PLACE POUNDS
TX Starburst 1952361 Reese’s Cups 1927663 Almond Joy 837525

 

STATE TOP CANDY POUNDS 2ND PLACE POUNDS 3RD PLACE POUNDS
AL Candy Corn 55274 Hershey’s Mini Bars 54369 Tootsie Pops 42533
AK Twix 4678 Blow Pops 4578 Kit Kat 3892
AZ Snickers 904633 Hershey Kisses 817463 Hot Tamales 527843
AR Jolly Ranchers 225990 Butterfinger 215897 Hot Tamales 89027
CA M&M’s 1548990 Salt Water Taffy 1345782 Skittles 1034527
CO Milky Way 5620 Twix 5478 Hershey Kisses 4087
CT Almond Joy 2457 Milky Way 1985 M&M’s 1023
DE Life Savers 20748 Skittles 18072 Candy Corn 10217
FL Skittles 630938 Snickers 587385 Reese’s Cups 224637
GA Swedish Fish 130647 Hershey Kisses 109672 Jolly Ranchers 55049
HI Skittles 267872 Hershey Kisses 264728 Milky Way 139874
ID Candy Corn 85903 Starburst 60826 Reese’s Cups 39847
IL Sour Patch Kids 155782 Kit Kat 151786 Reese’s Cups 95627
IN Hot Tamales 95092 Starburst 78920 Snickers 34589
IA Reese’s Cups 58974 M&M’s 53982 Butterfinger 25782
KS Reese’s Cups 231476 M&M’s 230082 Dubble Bubble Gum 159092
KY Tootsie Pops 67829 3 Musketeers 60273 Reese’s Cups 30865
LA Lemonheads 102833 Reese’s Cups 89738 Jolly Ranchers 45092
ME Sour Patch Kids 58290 M&M’s 45938 Starburst 16782
MD Milky Way 38782 Reese’s Cups 30748 Blow Pops 12093
MA Sour Patch Kids 75638 Butterfinger 73892 Salt Water Taffy 45982
MI Candy Corn 146782 Skittles 135982 Starburst 87740
MN Tootsie Pops 195783 Skittles 194672 Almond Joy 98726
MS 3 Musketeers 109783 Snickers 103993 Butterfinger 57829
MO Milky Way 42739 Dubble Bubble Gum 34751 Butterfinger 24780
MT Dubble Bubble Gum 24675 M&M’s 14673 Twix 13784
NE Sour Patch Kids 106728 Salt Water Taffy 78624 M&M’s 23674
NV Hershey Kisses 322884 Candy Corn 203746 Skittles 167837
NH Snickers 63876 Starburst 62468 Salt Water Taffy 25987
NJ Skittles 159324 Tootsie Pops 157893 M&M’s 110673
NM Candy Corn 83562 Milky Way 65682 Jolly Ranchers 45721
NY Sour Patch Kids 200008 Candy Corn 101292 Reese’s Cups 56776
NC M&Ms 96110 Reese’s Cups 95763 Candy Corn 62308
ND Hot Tamales 65782 Jolly Ranchers 61829 Candy Corn 51827
OH Blow Pops 150324 M&M’s 146782 Starburst 105752
OK Snickers 20938 Dubble Bubble Gum 10283 Butterfinger 8892
OR Reese’s Cups 90826 M&M’s 67626 Tootsie Pops 42774
PA M&M’s 290762 Skittles 281847 Hershey’s Mini Bars 150372
RI Candy Corn 17862 M&M’s 13894 Twix 9003
SC Candy Corn 114783 Skittles 98782 Hot Tamales 41892
SD Starburst 24783 Jolly Ranchers 22983 Candy Corn 7827
TN Tootsie Pops 59837 Salt Water Taffy 34859 Skittles 20938
TX Starburst 1952361 Reese’s Cups 1927663 Almond Joy 837525
UT Jolly Ranchers 475221 Reese’s Cups 29823 Tootsie Pops 198564
VT Milky Way 29837 M&M’s 27811 Skittles 17662
VA Snickers 26783 Hot Tamales 26178 Candy Corn 18726
WA Tootsie Pops 223850 Salt Water Taffy 210981 Hershey Kisses 78662
DC M&M’s 26092 Tootsie Pops 21364 Blow Pops 14763
WV Blow Pops 43776 Hershey’s Mini Bars 23554 Milky Way 18911
WI Starburst 116788 Butterfinger 115982 Jolly Ranchers 42998
WY Reese’s Cups 32889 Salt Water Taffy 26555 Skittles 20812

 

FiveThirtyEight took a different approach by analyzing data from 269,000 head-to-head matchups between candies. Their findings:

Reese’s took 4 of the top 10 spots!

They boiled it down into the following elements:

Music

In This Creepy, Sleepy Backward Town by Squire Tuck via Free Music Archive

Sources

  1. https://nrf.com/media/press-releases/halloween-spending-reach-record-91-billion
  2. https://www.candystore.com/blog/facts-trivia/halloween-candy-map-popular/
  3. https://www.candyindustry.com/blogs/14-candy-industry-blog/post/87484-halloween-scary-good-for-candy-sales
  4. http://fivethirtyeight.com/features/the-ultimate-halloween-candy-power-ranking/
  5. http://freemusicarchive.org/music/Squire_Tuck/Happy_Halloween_1583/In_This_Creepy_Sleepy_Backward_Town_1_-_29102016_1146

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