Halloween 2003 Sales Summary
December 1, 2003
Retail Sales Summary
|Distribution Channel||% Change vs. Year Ago|
|Retail Drug Stores||+2.5%|
|Mass Outlets Excluding Wal-Mart||-8.4%|
|Estimated Food, Drug, Mass & Wal-Mart*||+0.7%|
*It has become more difficult to establish a firm sales figure for holiday candy sales since IRI stopped reporting scan data for the U.S.’s largest retailer Wal-Mart. Below, we report on Halloween sales by channel and make an estimate on Halloween sales at Wal-Mart.
Halloween candy sales were particularly strong at retail drug store outlets and Wal-Mart, continuing a trend of seasonal candy sales shifting from supermarkets to other trade channels. This year there was a very strong early selling season to the Halloween sales period. September sales of Halloween candy increased at a faster rate than during October. This could indicate that retailers did not buy-in large quantities and were faced with limited inventories as Halloween approached. Branded give-away candies continued to generate a larger share of the Halloween business, as product packaged for Halloween (i.e. packaging with witches and ghosts), saw sales slip.