Why was the research conducted?The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior during the pandemic.
How was the research conducted?Polling of U.S.-based general population of primary purchasers age 21+
What are the key findings of the research?
- Americans predict that Halloween purchasing will be reduced this year, with less consumers buying decorations in 2020 (42% vs. 51% in 2019) and costumes (27% vs. 39%).
- Halloween celebration activity shows marked reduction with only 43% of Americans (versus 63% in 2019) planning to hand out candy, trick-or-treating down to 20% in 2020 versus 39% in 2019, and Halloween parties down to 14% from 24%.
- If Americans decide to greet trick-or-treaters, they will be taking safety precautions like frequent hand washing (84%), provision of hand sanitizer (78%), wearing a protective face mask (77%) and keeping a six foot distance from trick-or-treaters (73%).
Contributor's Name: Michelle Andre