Consumers haunted by higher prices this Halloween

U.S. consumers are likely to be spooked by higher prices this Halloween, as candy and costume accessories are up in price compared to last year, according to The Nielsen Company.  Costume hair coloring products show the greatest increase, averaging $4.42, which is up $2.46 or 126% versus the same period one year ago1.  Candy sales average $3.59, up $0.10, while chocolate candy sales average $4.22, up $0.172.

“For many consumers, the most frightening part of Halloween may be higher prices” said Tom Pirovano, director of Industry Insights, The Nielsen Company.  “That said, few parents will deny their children the fun of dressing up and trick-or-treating, so we expect sales to remain strong.”

The eight-week period leading up to and including Halloween accounts for nearly 90% of costume hair coloring annual sales activity and approximately 25% of false eyelash and accessory sales.  More of a year-round seller, false nails and nail decorations rack up only 15% of their annual dollar sales during the Halloween season.

It’s not Halloween without candy and U.S. consumers expected to purchase more than $1.9 billion in candy during the Halloween season, with chocolate candy accounting for $1.2 billion of Halloween candy sales and non-chocolate candy accounting for nearly $672 million.  Halloween generates the greatest sales volume of sweets for the entire year.

More than one-third (35%) of total annual sales of chocolate miniatures take place during the Halloween season, according to Nielsen’s analysis.  Likewise, 36% of non-chocolate miniatures, 25% of lollipops and 18% of bubble gum sales occur during the same time frame.

Whether procrastination or an attempt to get the best deal, consumers tend to wait until the last minute to purchase Halloween candy.  From early October to Halloween, weekly candy sales more than double - - from $196 million to $436 million6 , with the most candy sales occurring on October 28.

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