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Halloween 2009 Sales Summary

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.

Halloween 2009 Sales Analysis

$ Percent Change vs. Year Ago (Food, Drug & Mass excluding Wal-Mart)

Distribution Channel

FD&M

Food

Drug

Mass

Candy Category

% Change

% Change

% Change

% Change

Total Candy

-0.1%

+3.7%

-0.7%

-7.4%

Chocolate Candy

-1.6%

+1.5%

-4.2%

-5.8%

Non-Chocolate Candy

+2.9%

+8.8%

+5.0%

-10.3%