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Halloween Insights 2017

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Halloween Insights 2017

  1. 1. 2 Field Agent surveyed only U.S. households with plans to participate in Halloween 2017. WHO ARE THESE SHOPPERS? Female Male Age Range: 18-24 25-34 35-44 45-54 55-64 65+ 69% 31% 5% 29% 35% 21% 8% 1% N = 1,501 All respondents answered on behalf of their household
  2. 2. 3 In what ways will your household likely participate in Halloween this year? activities 28%30%30% 41% 52%53%55% 71%72%73%76% 84% Purchase treats to pass out to trick-or-treaters Decorate home Purchase at least one costume Watch Halloween specials on TV Participate in event outside the home (festival, party) Drink alcoholic beverages Note: Field Agent surveyed only households that participate in Halloween Visit family and/or friends Bake cookies, cakes, etc. Pick up “take out” from a local restaurant Host a get-together Outdoor grilling Make treats to pass out to trick-or-treaters N = 1,501
  3. 3. 4 What treats is your household likely to pass out to trick-or-treaters this year?  treats N = 1,501 9% 1%4%4%5%8%9% 15% 20% 25% 47% 59% 65%67% Chocolate bars Soft/chewy candy Chocolate candy (not bars) Gum Salty snacks (e.g., chips) Toys/ novelties Mints Baked items (packaged or fresh) Gift certificates/ cards Beverages (e.g., soda) Hard candy (not mints) Fresh fruit/fruit cups Other Will NOT pass out treats
  4. 4. 5 Which CHOCOLATE candy brand(s) are you LIKELY to pass out to trick-or-treaters this year? chocolate (n = 1,370) Posed only to respondents who reported plans to distribute treats this Halloween 6% 45%53%56% 66% 76%77%79%79% Reese’s Peanut Butter Cups Snickers M&Ms Butterfinger 3 Musketeers Crunch bars OtherHershey’s Chocolate Bars Kit Kat Agent Photo Will NOT pass out chocolate 2%
  5. 5. 6 Which NON-Chocolate candy brand(s) are you LIKELY to pass out to trick-or-treaters this year? non-chocolate (n = 1,370) Posed only to respondents who reported plans to distribute treats this Halloween 2% 29% 43%43%44%50%51% 71%75% Skittles Nerds Twizzlers Sweetarts Sour Patch Kids Life Savers OtherJolly RancherStarbursts Will NOT pass out non-chocolate 6%
  6. 6. 7 What's particularly important to you when selecting a treat to pass out at Halloween? priorities (n = 1,370) Posed only to respondents who reported plans to distribute treats this Halloween 2%2%4% 14%18%18% 29%30%32%35% 43% 60%61% Affordability/ low cost Taste Being perceived as a good treat-giver Halloween- themed packaging In-store convenience Surprising kids Tradition/ same treat every year Brand nameSomething I/my family likes My kids choose the treats Nutrition Freshly made (not packaged) Other Agent Photo “We eat the leftovers…”
  7. 7. 8 From which retailers do you expect to purchase CANDY/TREATS this Halloween? Candy retailers N = 1,501 4%5%6%7%8% 17%20%20%20%23%23%23%26% 50% 78% Walmart Walgreen’s Sam’s Club Dollar Tree Costco Kroger CVSDollar General Target Family Dollar Other Amazon Publix Halloween specialty shop Will NOT purchase candy/treats #1 #2 #3 #4 #5
  8. 8. 9 From which retailers do you expect to purchase COSTUMES/ACCESSORIES this Halloween? costume retailers N = 1,501 14% 1%3%4%5%6%6%7%7%8%8% 25% 32% 40% 47% Walmart Target Amazon Other Sam’s Club Costco Walgreen’sDollar Tree Halloween specialty shop Dollar General Family Dollar CVS Kroger Publix Will NOT purchase costumes 40%Halloween specialty shops
  9. 9. 10 Which of the following if any do you expect to purchase ONLINE this Halloween? online N = 1,501 43% 1% 7%11% 19% 32% 43% Costumes/ costume accessories Halloween-themed entertainment Non-consumable treats OtherConsumable treats Will NOT purchase Halloween goods online Decorations
  10. 10. The Field Agent Blog publishes a steady stream of original content throughout the year. From "rapid response" insights to best-in-class retail reports, the Field Agent Blog is a great way to stay on top of the ever-changing retail industry. SUBSCRIBE NOW @FieldAgentInc | blog.fieldagent.net

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