Zoom parties, candy and scary movies are all on the agenda for Halloween this year.
That’s according to research from Suzy, a New York-based market research firm, which recently released results from a Halloween survey. While the holiday is usually a big event for the confectionery industry, it has gotten even more attention this year because of how much uncertainty the ongoing COVID-19 pandemic has created.
Below is a look at some of the most insightful data and how it can help brands navigate Halloween this year. The study was conducted on Sept. 8, with a sample of 1,000 Americans sourced from Suzy's real-time market research platform, and included 500 parents.
Suzy also recently hosted a free webinar, “State of the Consumer: Halloween in a Haunted year,” featuring Matt Britton, founder and ceo of Suzy; and Crystal Lindell, editor of Candy Industry. Britton and Lindell discuss the survey results and what they might mean for brands. That and other webinars can be viewed OnDemand on Suzy’s website.
Halloween in a Haunted Year:
6 ways brands can help consumers stay safe this year
1. Use of technology empowers connections
The results showed that 45 percent of people are considering Zoom parties for Halloween. And Youtube (76 percent) and Instagram (75 percent) are the most popular ways to seek inspiration/creativity for Halloween.
2. Make the home a great place to celebrate
More than 80 percent (82 percent) of people plan to celebrate from home this year. Respondents said the most important Halloween activity this year is watching Halloween-themed movies (43 percent).
Meanwhile, the least important activity this year is trick-or-treating (5 percent). But even so, 37 percent of respondents said they do plan to go trick-or-treating this year.
3. Help consumers prepare for the chance of trick-or-treaters
50 percent of people will be surprised if they get trick-or-treaters this year. And 48 percent of parents will be surprised if trick-or-treaters come to their house, as trick-or-treating feels inappropriate this year.
That doesn't mean people won't be buying candy, though. Eighty percent of people said they will buy the same amount of Halloween candy this year as they did last year, and only 4 percent said they don't plan to buy any candy at all.
4. Share local information and best practices
The results showed that nearly half (47 percent) of people feel their town has given them ample guidance on protocols for Halloween 2020. Just over 40 percent (42 percent) are making plans the way they do every year, despite the pandemic.
The top two most enticing ideas for Halloween this year are new Halloween movies (23 percent) and Halloween-themed hand sanitizer (20 percent).
5. Continue to get consumer what they really want
Nearly two-thirds (63 percent) of people still plan to decorate their home this year. So it looks like, no matter how people choose to celebrate, there's will be plenty of Halloween spirit in the air.
6. Encourage socially distant gatherings
Suzy is an on-demand consumer research software platform used to deliver insights for concept testing, creative research, package testing, and UX testing.