09/17/2020

SoFi is committed to fighting racism, standing in solidarity with all of our communities, providing space for open dialogue,
as well as taking action as informed allies. We are donating $1 million to organizations that empower people of color and their allies.

Painted rock pumpkins

Candy Companies Look Toward an Unusual Halloween



The Candy Industry’s Most Important Season Is Here

The candy industry is preparing for a Halloween season like no other. Halloween is the most important holiday of the year for candy companies, followed by Christmas, Easter, and Valentine’s day. During a typical year, Halloween drives 14% of the candy industry’s yearly $36 billion in sales.

COVID-19 will likely impact trick-or-treating, parades, parties, and other Halloween events this year. However, candy companies are finding creative ways to reach customers and give them a taste of normalcy this Halloween.

Marketing Halloween Candy Early

Halloween candy sales early in the season have been remarkably high. In stores like Meijer and ShopRite, candymakers have rolled out their Halloween products earlier than usual this year in hopes of getting a jumpstart on sales. So far, this strategy seems to be working.

During the month ending September 6, Halloween candy sales were up 13% compared to the same period last year. Chocolate sales surged by 25% during the same period. These are much larger than average year-over-year increases.

Stocks to Watch

These early-season numbers are a relief for candy companies, but many are still concerned about how sales will hold up in late October. Mars Wrigley reports that 55% of its Halloween candy sales happen during the last two weeks in October when people stock up for trick-or-treaters.

A number of cities including Springfield, Massachusetts and Antigo, Wisconsin already announced that trick-or-treating will be banned this year. However, Governor of New York Andrew Cuomo announced he will not prohibit trick-or-treating in the Empire State. A number of other states and cities have yet to make decisions about regulations on the Halloween tradition.

As Halloween season unfolds, investors will be carefully watching to see how candymakers adapt to unusual conditions. Companies like Mondelez International (MDLZ), which makes Sour Patch Kids and Toblerone, Nestlé (NSRGY), which makes Laffy Taffy and Crunch bars, and Hershey’s, which makes Reese’s peanut butter cups and Twizzlers, could see bittersweet results over the next month.


Please understand that this information provided is general in nature and shouldn’t be construed as a recommendation or solicitation of any products offered by SoFi’s affiliates and subsidiaries. In addition, this information is by no means meant to provide investment or financial advice, nor is it intended to serve as the basis for any investment decision or recommendation to buy or sell any asset. Keep in mind that investing involves risk, and past performance of an asset never guarantees future results or returns. It’s important for investors to consider their specific financial needs, goals, and risk profile before making an investment decision.
The information and analysis provided through hyperlinks to third party websites, while believed to be accurate, cannot be guaranteed by SoFi. These links are provided for informational purposes and should not be viewed as an endorsement. No brands or products mentioned are affiliated with SoFi, nor do they endorse or sponsor this content.
Communication of SoFi Wealth LLC an SEC Registered Investment Advisor
SoFi isn’t recommending and is not affiliated with the brands or companies displayed. Brands displayed neither endorse or sponsor this article. Third party trademarks and service marks referenced are property of their respective owners.
SOSS092502


All your finances.
All in one app.

App Store rating

Download on the App Store Get it on Google Play

ABOUT SoFi SoFi helps people achieve financial independence to realize their ambitions. Our products for borrowing, saving, spending, investing, and protecting give our more than one million members fast access to tools to get their money right. SoFi membership comes with the key essentials for getting ahead, including career advisors and connection to a thriving community of like-minded, ambitious people. For more information, visit SoFi.com. Want an easy and convenient way to manage your financial life? Get the SoFi app. For iOS and Android.


TLS 1.2 Encrypted
Equal Housing Lender