Retailers ready for bumper Halloween

Scary pumpkin

After a frightful 2020, retailers are increasing range sizes, space allocated and store focus for Halloween this year, according to new research commissioned by Perfetti Van Melle.

The research, conducted by KAM Media, interviewed 200 retailers and 300 consumers.

Following a quiet event in 2020, ‘trick or treating’ is firmly back on the agenda for many families; 58% of shoppers with children under 12 are looking to take part and 61% will buy treats to ensure they are ready for the potential pint-sized guests. This represents a strong sales opportunity for the 90% of retailers planning to actively engage with Halloween in their stores.

Over half (54%) of retailers are more concerned about cleanliness and hygiene ahead of choosing which food and drink to stock for Halloween and a staggering two-thirds (67%) of shoppers also reported an increase in concern from a sanitation perspective. This goes together with independent field research from PVM which showed over 80% of independent retailers said they had removed unwrapped confectionery following the pandemic.

Over half of retailers (52%) are to begin preparing for Halloween instore a mere two to four weeks before the occasion. With almost a third (30%) of shoppers planning to shop for themed lines up to eight weeks prior, PVM recommends stock and POS is ordered as early as possible.

When it comes to preferred ranges, store owners are looking to stock up more on wrapped sweets, larger bags, new formats, and healthier sweets. Seasonal themed options and all-year-round lines are highlighted as being equally important when it comes to must-stock lists.

Jas Ghag, Senior Category & Insights Executive at Perfetti Van Melle, said the confectionery giant was really interested to see if retailers and consumers were looking to make Halloween bigger and bolder this year.

She said: “Judging by the responses, PVM are in a real sweet spot to respond to both shopper demand and retailer needs – we have for some time included individually wrapped sweets, sharing bags and seasonal offerings as part of our range, and of course, we remain the UK’s number one Better for You manufacturer.

“In the next few weeks, we will be announcing our new Halloween line up for 2021, with tried and tested favourites as well as on-trend additions that are sure to be a hit. Watch this space!”

STG July 2021