December 1, 2009
Halloween 2009 Sales
According to IRI, overall Halloween candy dollar sales declined ever so slightly at a 0.07% rate in 2009 or basically a flat sales season. Supermarkets bucked this flat sales trend to grow Halloween sales 3.7%. Drug stores declined 0.7% and mass merchants other than Wal-Mart had a sales decline of 7.4% for Halloween. NCA estimates Halloween sales using a formula combined of themed product sales and large bags of fun size and snack size products.
Consumers turned to value for Halloween 2009. This can be seen by the 2.9% increase in Non-chocolate Halloween candy sales and the 1.6% decline in Chocolate Halloween candy. These sales results continue the product mix trends which began to emerge in 2008 with the difficult economy and higher prices as a result of higher raw material costs. Retailers were able to offer more favorable retail prices on non-chocolate selections for the holiday.
$ Percent Change vs. Year Ago (Food, Drug & Mass excluding Wal-Mart)