Halloween kicks off key sales season for convenience
In the lead up to Halloween, the sales increase of candy and chocolate confectionary across retail is so good it’s scary.
Scary because c-stores could miss out on a critical sales window if they don’t seize the opportunity.
According to IBISWorld, Canada’s confectionary market was worth $5.2 billion last year, with chocolate, gummies and sugar-based candies the most popular consumer segments. IBISWorld also notes growth in the market is coming from sugar-free, low-calorie, and organic candies and chocolates.
A breakdown of sales by promotional periods, like Halloween, in Canada is hard to come by. But research south of the border highlights the importance of trick-or-treat season. The National Confectioners Association in the U.S. estimates the Halloween period will generate confectionary sales of $6.6 billion to $6.7 billion, up from $6.4 billion in 2023. The haul puts Halloween as the second-biggest holiday for the category ahead of both Easter and Valentine’s Day, which ring in about $5 billion and $4 billion, respectively.
The spooky season is crucial for another reason. It presents an opportunity for retailers to build momentum in the eight weeks before Christmas, the biggest period of sales for candy and chocolate treats.
This year, 81% of Canadian households will buy Halloween treats, according to survey conducted between Oct. 16 and 21 by Field Agent Canada. Furthermore, 59% of Canadian households will buy Halloween treats, not for trick or treaters, but for themselves and others in their household.
Given the trend towards better-for-you alternatives in confectionary, some c-stores are spotlighting candy and chocolate brands free from added sugars and artificial colouring, and that are gluten free, vegan, dairy free and/or locally sourced.
Keeping true to its brand promise of “wellness meets convenience,” KaleMart24 is getting its three stores ready for Halloween. (Three more locations are set to open in January: at Mont-Royal Metro in Montreal, the Byward Market district in Ottawa and the Bloome Condos complex in Gatineau, Que.).
“This Halloween marks an exciting milestone for KaleMart24 as we celebrate the spooky season for the very first time,” says Sam Saoudi, founder and CEO of the health-focused chain. “We’re planning to bring a festive atmosphere into our stores with eye-catching displays and a focus on seasonal products that our customers will love.”
The seasonal offerings go beyond pumpkin spice. “While pumpkin spice is a must-have flavour and is a big part of our coffee offering, we’re also looking to shine a spotlight on better-for-you candies and treats that align with our commitment to health-conscious products,” he says. “We do anticipate a notable increase in demand for these better-for-you options compared to what we typically see.”
That includes candy and chocolate brands Unreal, ChocoXO, Hu Kitchen, Mode Chocolate, Goodie Bars and Tate’s Bake Shop cookies, which will also be prominently displayed. “Consumers are becoming more mindful of their choices, and we’re proud to provide a range of healthier alternatives without compromising on taste or the fun of Halloween,” says Saoudi.
Looking ahead to November and December, “our focus will shift to seasonal favourites like hot chocolate, candy canes, chocolate bark and other holiday-themed treats,” he says. “We’ll offer a blend of classic and unique options, ensuring that there’s something for everyone, whether they’re looking for traditional festive flavours or a twist on the familiar.”
Coco Market in Toronto’s Rosedale neighbourhood, which bills itself as the “modern day version of the convenience store, offering customers healthier options to traditional snacks,” is also focusing on healthier alternatives for Halloween purchasers.
This Halloween, it’s showcasing brands from organic candy manufacturer YummyEarth, like its Giggles chewy candy bites and YumEarth Organic Halloween Gummy Fruit snacks in trick-or-treat friendly individual packs. In addition to in the store, YummyEarth is featured on Coco Market’s website homepage and a Halloween product page for online orders.
Hasty Market’s fresh retail concept, Market on James, and its franchised stores has launched a HMR holiday program featuring seasonally driven options. It includes a “Seasonal Sip” menu, pairing pumpkin spice beverages with a turkey dinner and two sides for $12.99.
“It’s been a big hit,” notes Marietta Cini, VP of operations and development at Hasty. “And for the holiday season, we’ll be launching a catering menu designed to provide tasty and quick meal solutions—perfect for those hosting gatherings and seeking convenient options.”
“Additionally, our suppliers are supporting us with seasonally themed items like eggnog, along with eye-catching displays to help drive sales during this festive time,” says Cini.
