More Tricks, Less Treats? A Look at Parents’ Views on Halloween 2020

More Tricks, Less Treats? A Look at Parents’ Views on Halloween 2020

On many parents’ minds this week: Is Halloween 2020 trick-or-treating in the cards this year? The CDC has labeled the activity “high-risk,” but after seven months of weighing the risks of going back to school, as well as canceling and Zoom-ify-ing every holiday and birthday party, many are claiming that’s a stretch.

The big question of Halloween 2020 isn’t “trick or treat”

They’re arguing trick-or-treating is about as low-risk as it gets – it’s outdoors, can be socially distanced, the candy is individually wrapped and kids will very willingly wear a mask. Keeping in mind that not all parents feel this way, what does this mean for Halloween 2020 candy sales?

Normally, these are your trick-or-treating superfans

We looked at parents of kids ages 1-14 who purchase items for Halloween and are social distancing to a moderate or large extent. This group is 79% more likely to self-identify as “homemaker.” 63% have 2-3 kids and they’re 37% more likely to value safety for friends and family.

In a normal year, this group is likely to be fans of trick-or-treating. They’re 10% more likely than the general public to say family time is the best part of the day, and 66% more likely to go to theme parks (another place chock-full of costumes and sweets).

…but what about Halloween 2020?

It’s clear these are your spooky season superfans. But let’s layer on their views of COVID-era socializing. They’ve been social distancing to a large (56%) or moderate (44%) extent, and 93% are reopen resistant – they’re comfortable with few in-person activities.

Knowing this group is already 10% more likely to value time with loved ones – they’ll probably be less likely to give up this family-friendly holiday.

On their candy-buying habits, 75% of these folks say their likelihood of visiting a grocery store has stayed the same, so they’ll still be strolling past those super-mega-fun-sized packs. So, maybe this year they’ll be enjoying Halloween 2020 candy during a family viewing of “Hocus Pocus” or “Casper,” instead of trying to wrestle the busting pillowcases away from sugar-crazed kiddos.

Ready to Put Resonate to Work?

Hundreds of consumer brands, ad agencies, and political and advocacy organizations are using Resonate’s consumer insights to make better connections with their customers and yours. Don’t let your competition get ahead.

Request a Demo