1 - According to NRF’s 2014 Halloween Consumer Spending Survey

No Tricks, All Treats - Halloween Ad Spending 2014

Total Halloween spending is expected to reach $7.4 billion1 this year. We surveyedour network to get a glimpse into Halloween candy buying habits.

When will they shop? Where will they buy?

On Halloween – 16%

The day before Halloween – 29%

2-6 days before – 25%

1-2 weeks before – 21%

Big box stores – 38%

Local grocery story – 34%

Pharmacy – 14%

Online – 14%

Take advantage of Halloween spending while increasing brand favorability and purchase intent. Consumers have many options, so this is a critical time to focus on brand awareness.

Heavy up your ads on the days immediately before Halloween – 45% of consumers will shop either the day before or the day of.

Who buys Halloween candy?

Moms – 53%

Family effort – 23%

Dads – 11%

Other – 13%

It’s mostly moms that will be doing the Halloween shopping, but don’t neglect dads and kids. For almost a quarter of buyers, it is a family effort.

88% of people plan to spend $25 or less on candy.

Memorable ads are a big part of choosing onebrand of candy over another for 26% of moms.

$25 or Less

> $25

29%

25%

21%

16%

38%

34%

14%

14%

13%11%

53%23%

12%88%