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Some Spooky Halloween Marketing Stats

Here’s how two major candy brands are adapting to meet would-be trick-or-treaters where they are right now...home.
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Reader, it’s officially spooky season.

But you might not know it by the numbers: U.S. media spend on marketing Halloween candy decreased 19% year over year (YoY), and 25% fewer households than last year are planning on passing out candy, per Ad Age.

  • Brick and mortar candy sales are, however, up 26% YoY, also per market research firm Numerator’s Halloween Candy Tracker published by Ad Age.

Trick or treat

Here’s how two major candy brands are adapting to meet would-be trick-or-treaters where they are right now...home.

Reese’s: If kids won’t come to doors for Halloween, this peanut butter and chocolate candy brand will bring doors to the kids. No, really, Reese’s invented a robot door that rolls around and dispenses candy to neighborhood children through its mail slot.

  • The marketing stunt should perform well on social—the door might come to you if you follow Reese’s on Instagram and post about the #ReesesDoor.

Sour Patch Kids: “Reverse trick or treating” is a thing now, and Sour Patch Kids is cashing in on it. The brand is cutting out the middleman by delivering boxes of candy and goodies directly to pumpkin-clad stoops rather than having kids roam the cul de sac.

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