Nov. 12, 2012: Shoppers Sweet on Halloween Treats

Shoppers largely choose the same candies to hand out to trick-or-treaters on Halloween that they buy for themselves throughout the year, according to an analysis of shopping data provided to SN by RetailNext. The research was garnered from 170,000 shopping trips at a national food retailer, using in-store cameras and other data to analyze store traffic and behavior patterns. The data found eight of the top 10 most popular candy brands during the Halloween season — defined as Oct. 11 through Oct. 31 — were the same as during the summer months. Similarly, chocolate was dominant, comprising more than three-fourths of candy purchases, for both the Halloween and Valentine’s Day holidays. The research also revealed that overall shopper engagement for Halloween was high. Traffic was up, and dwell times for Halloween seasonal display areas were higher than for both non-holiday shopping periods and Valentine’s Day. Source: RetailNext www.bviretailnext.com

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