Field Agent surveyed only households with plans to participate in Halloween 2017.

2. 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

3. 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

4. 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

5. 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%

6. 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%

7. 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…”

8. 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

9. 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

10. 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

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