Mars Halloween report reveals Canadians' candy buying trends
Mars revealed its “Spooktacular” trends report to find out when and what kind of candy Canadians are buying this time of year. When do households buy candy? How early is too early to set out Halloween candy for your c-store and mark the leftovers as discounted?
The candy making giant partnered with Ipsos to poll on behalf of Mars Canada, sampling 1,000 Canadians about their candy-buying and Halloween celebrations.
Canadians get ready for Halloween earlier
According to the trends report, nearly half of Canadians (48%) feel that Halloween is their favourite holiday. In fact, many Canadians also lean into the “Summerween” trend, buying Halloween-themed candy, or hosting Halloween parties in the summer to extend that festive spirit.
Two in five (42%) say they get excited for Halloween well before October. The study also found that Gen Z (63%) and Millennials (57%) enjoy the holiday most, with women expressing more interest in the holiday by getting ready earlier. Start putting out the decor earlier to attract those who want to decorate for spooky season!
Dress up the store for Halloween
Why limit yourself to selling costumes in the store? Disguise the store itself. As Hershey discovered, wrapping up their Circle K shop in a Reese's activation increases foot traffic while drawing attention to more Halloween candy. Plus, creating engagement through large displays on helps boost the Halloween spirit.
Using candy to create connection
Mars discovered that more than 3 in 4 believe putting out a bowl of candy is a way of signalling ‘welcome’ to guests (76%) and sharing candy with others is a small but meaningful way to bond (78%).
Convenience store owners can take the lead from the Gas Spot, who hosted vendor tasting events called “Tasting Tuesdays” where they were able to learn from their customers about which flavours were preferred. This reduced overstock, and increased neighbourhood engagement. Find a vendor you’d like to connect with, and set up a tally to find out which candy is the local favourite.
64% of Canadians think a shared candy bowl brings people together in a way few other things do. However, creating Halloween memories for those with food allergies also presents a challenge. Offering a sharing bowl at your door, or providing a tasting party with a list of known allergens can keep the event safe.
When is the best time to sell Halloween candy?
C-store owners should start stocking up on candy well before October. 54% of Canadians buy their sweet treats at least two or more months in advance of Halloween eve. 46% buy their goodies less than two weeks before Halloween.
Don’t toss your Halloween-themed shelf too soon: The study reveals that most Canadians (57%) say they crave their favourite Halloween candy even outside of the Halloween season, and over half (55%) would buy it year-round if they could. This could be your store’s opportunity to keep the “spirit” of Halloween going long after it’s over: 41% engage with Halloween content all throughout the year.