Trick or treat times are looming in all of their ghostly glory and cannabis companies are rolling out their seasonal offerings to tempt those whose door-to-door candy soliciting days are past. Candy Tracker, launched by data and tech company Numerator (which provides weekly insight into consumer buying behavior) shows that their efforts are paying off, with the pre-Halloween candy buying period capturing a record number of consumers in 2021.
Significantly, Numerator’s analysis shows that consumers are buying more candy despite decreased advertising, reflected in the fact that candy-related ad spending is down 29% from what it was in 2020 and 34% from 2019. This bodes well for cannabis companies rolling out the orange and black carpet for Halloween as they are likely to see a hefty return with a smaller investment of advertising dollars.
This isn’t to say that companies aren’t getting creative during candy’s spookiest season. Michigan cannabis cultivator Fluresh is giving its Fast-Acting Drink Enhancer (THC-infused) a promotional boost with some seasonally-inspired recipes like “Zombie Brain Cannabis-Infused Jell-O Shots” and Insa has launched its limited edition Pumpkin Pie Caramel Crumble THC-infused chocolate bar. With specials on favorite weed varieties and bongs crafted to look like skulls or classic horror villains, there is not shortage of ways to mark October 31st, but the as Numerator’s data suggests, candy is king when it comes to Halloween.
Increased Candy Sales
This Halloween uptick is a continuation of an overall positive trend in candy consumption, which is up from both 2019 and 2020. Sales of seasonal candy are up 29% in the second half of 2021 compared to a year ago and 43% from figures posted two years ago. Non-seasonal candy as an everyday purchase is up 19% against 2020 numbers and 24% from sales in 2019. Numerator’s data shows that consumer trips to purchase their daily fix of the sweet stuff is up 12% from a year ago. According to Phil Stanley, Global Chief Sales Officer for The Hershey Company (which has experienced sales increases commensurate with this trend) higher sales figures include early and mid-season activities like decorating, baking and movie nights, with a likely increase in activities like parades, parties and trick or treating now that vaccines are easing some Covid anxiety.