For the Love of Data

E021 – Data Deep Dive – Halloween Spending and Candy


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Just in time for Halloween this year, we take a look at the way people will spend their money on Candy and other goods during this spooky time.

Spending

People in the US are expected to spend $9.1 billion on Halloween this year, according to a study by the National Retail Federation.

Several predictions about this year’s Halloween season include:

  • U.S. consumers are projected to drop $82.93 on average, up almost 12 percent from $74.34 last year.
  • More than 171 million consumers are expected take part in Halloween festivities.
  • Adults ages 18-34 are projected to spend on average $42.39, compared with $31.03 for all adults.
  • According to the survey, consumers plan to spend:

    • $3.4 billion on costumes (purchased by 69 percent of Halloween shoppers),
    • $2.7 billion on candy (95 percent),
    • another $2.7 billion on decorations (72 percent)
    • and $410 million on greeting cards (37 percent).
    • Among Halloween celebrants:

      • 71 percent plan to hand out candy,
      • 49 percent will decorate their home or yard,
      • 48 percent will wear costumes,
      • 46 percent will carve a pumpkin,
      • 35 percent will throw or attend a party,
      • 31 percent will take their children trick-or-treating,
      • 23 percent will visit a haunted house and 16 percent will dress pets in costumes.
      • Top Costumes

        More than 3.7 million children plan to dress as their favorite action character or superhero, 2.9 million as Batman characters and another 2.9 million as their favorite princess while 2.2 million will dress as a cat, dog, monkey or other animal.

        Proving that Halloween isn’t just for kids, a record number of adults (48 percent) plan to dress in costume this year. More than 5.8 million adults plan to dress like a witch, 3.2 million as their favorite Batman character, 3 million as an animal (cat, dog, cow, etc.), and 2.8 million as a pirate.

        Pets won’t be left behind when it comes to dressing up for Halloween. Ten percent of pet lovers will dress their animal in a pumpkin costume, while 7 percent will dress their cat or dog as a hot dog and 4 percent as a dog, lion or pirate.

        Candy

        CandyStore.com released data from 10 years of bulk candy online sales that show favorite candies by state.

        STATE
        TOP CANDY
        POUNDS
        2ND PLACE
        POUNDS
        3RD PLACE
        POUNDS
        TX
        Starburst
        1952361
        Reese’s Cups
        1927663
        Almond Joy
        837525

         

        STATE
        TOP CANDY
        POUNDS
        2ND PLACE
        POUNDS
        3RD PLACE
        POUNDS
        AL
        Candy Corn
        55274
        Hershey’s Mini Bars
        54369
        Tootsie Pops
        42533
        AK
        Twix
        4678
        Blow Pops
        4578
        Kit Kat
        3892
        AZ
        Snickers
        904633
        Hershey Kisses
        817463
        Hot Tamales
        527843
        AR
        Jolly Ranchers
        225990
        Butterfinger
        215897
        Hot Tamales
        89027
        CA
        M&M’s
        1548990
        Salt Water Taffy
        1345782
        Skittles
        1034527
        CO
        Milky Way
        5620
        Twix
        5478
        Hershey Kisses
        4087
        CT
        Almond Joy
        2457
        Milky Way
        1985
        M&M’s
        1023
        DE
        Life Savers
        20748
        Skittles
        18072
        Candy Corn
        10217
        FL
        Skittles
        630938
        Snickers
        587385
        Reese’s Cups
        224637
        GA
        Swedish Fish
        130647
        Hershey Kisses
        109672
        Jolly Ranchers
        55049
        HI
        Skittles
        267872
        Hershey Kisses
        264728
        Milky Way
        139874
        ID
        Candy Corn
        85903
        Starburst
        60826
        Reese’s Cups
        39847
        IL
        Sour Patch Kids
        155782
        Kit Kat
        151786
        Reese’s Cups
        95627
        IN
        Hot Tamales
        95092
        Starburst
        78920
        Snickers
        34589
        IA
        Reese’s Cups
        58974
        M&M’s
        53982
        Butterfinger
        25782
        KS
        Reese’s Cups
        231476
        M&M’s
        230082
        Dubble Bubble Gum
        159092
        KY
        Tootsie Pops
        67829
        3 Musketeers
        60273
        Reese’s Cups
        30865
        LA
        Lemonheads
        102833
        Reese’s Cups
        89738
        Jolly Ranchers
        45092
        ME
        Sour Patch Kids
        58290
        M&M’s
        45938
        Starburst
        16782
        MD
        Milky Way
        38782
        Reese’s Cups
        30748
        Blow Pops
        12093
        MA
        Sour Patch Kids
        75638
        Butterfinger
        73892
        Salt Water Taffy
        45982
        MI
        Candy Corn
        146782
        Skittles
        135982
        Starburst
        87740
        MN
        Tootsie Pops
        195783
        Skittles
        194672
        Almond Joy
        98726
        MS
        3 Musketeers
        109783
        Snickers
        103993
        Butterfinger
        57829
        MO
        Milky Way
        42739
        Dubble Bubble Gum
        34751
        Butterfinger
        24780
        MT
        Dubble Bubble Gum
        24675
        M&M’s
        14673
        Twix
        13784
        NE
        Sour Patch Kids
        106728
        Salt Water Taffy
        78624
        M&M’s
        23674
        NV
        Hershey Kisses
        322884
        Candy Corn
        203746
        Skittles
        167837
        NH
        Snickers
        63876
        Starburst
        62468
        Salt Water Taffy
        25987
        NJ
        Skittles
        159324
        Tootsie Pops
        157893
        M&M’s
        110673
        NM
        Candy Corn
        83562
        Milky Way
        65682
        Jolly Ranchers
        45721
        NY
        Sour Patch Kids
        200008
        Candy Corn
        101292
        Reese’s Cups
        56776
        NC
        M&Ms
        96110
        Reese’s Cups
        95763
        Candy Corn
        62308
        ND
        Hot Tamales
        65782
        Jolly Ranchers
        61829
        Candy Corn
        51827
        OH
        Blow Pops
        150324
        M&M’s
        146782
        Starburst
        105752
        OK
        Snickers
        20938
        Dubble Bubble Gum
        10283
        Butterfinger
        8892
        OR
        Reese’s Cups
        90826
        M&M’s
        67626
        Tootsie Pops
        42774
        PA
        M&M’s
        290762
        Skittles
        281847
        Hershey’s Mini Bars
        150372
        RI
        Candy Corn
        17862
        M&M’s
        13894
        Twix
        9003
        SC
        Candy Corn
        114783
        Skittles
        98782
        Hot Tamales
        41892
        SD
        Starburst
        24783
        Jolly Ranchers
        22983
        Candy Corn
        7827
        TN
        Tootsie Pops
        59837
        Salt Water Taffy
        34859
        Skittles
        20938
        TX
        Starburst
        1952361
        Reese’s Cups
        1927663
        Almond Joy
        837525
        UT
        Jolly Ranchers
        475221
        Reese’s Cups
        29823
        Tootsie Pops
        198564
        VT
        Milky Way
        29837
        M&M’s
        27811
        Skittles
        17662
        VA
        Snickers
        26783
        Hot Tamales
        26178
        Candy Corn
        18726
        WA
        Tootsie Pops
        223850
        Salt Water Taffy
        210981
        Hershey Kisses
        78662
        DC
        M&M’s
        26092
        Tootsie Pops
        21364
        Blow Pops
        14763
        WV
        Blow Pops
        43776
        Hershey’s Mini Bars
        23554
        Milky Way
        18911
        WI
        Starburst
        116788
        Butterfinger
        115982
        Jolly Ranchers
        42998
        WY
        Reese’s Cups
        32889
        Salt Water Taffy
        26555
        Skittles
        20812

         

        FiveThirtyEight took a different approach by analyzing data from 269,000 head-to-head matchups between candies. Their findings:

        Reese’s took 4 of the top 10 spots!

        They boiled it down into the following elements:

        Music

        In This Creepy, Sleepy Backward Town by Squire Tuck via Free Music Archive

        Sources
        1. https://nrf.com/media/press-releases/halloween-spending-reach-record-91-billion
        2. https://www.candystore.com/blog/facts-trivia/halloween-candy-map-popular/
        3. https://www.candyindustry.com/blogs/14-candy-industry-blog/post/87484-halloween-scary-good-for-candy-sales
        4. http://fivethirtyeight.com/features/the-ultimate-halloween-candy-power-ranking/
        5. http://freemusicarchive.org/music/Squire_Tuck/Happy_Halloween_1583/In_This_Creepy_Sleepy_Backward_Town_1_-_29102016_1146
        6. ...more
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