Shoppers Sweet on Halloween Treats

supermarketnews.com DATAPOINTS November 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 chocolate was dominant, comprising more than three-fourths 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, 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 Candy Purchases 2012 Time for Candy % of traffic in candy aisle by time of day (aggregated during the Halloween shopping season*) 8 a.m. to 10 a.m. 6% Non- chocolate 23% Non- chocolate 20% 10 a.m. to noon 13% Chocolate 80% Chocolate 77% Noon to 2 p.m. 16% 2 p.m. to 4 p.m. 19% |4 р.m. to 6 p.m. 21% 6 р.m. to 8 p.m. 19% 8 p.m. to 10 p.m. 6% HALLOWEEN VALENTINE'S DAY * Defined as the 3 weeks before Halloween "Shoppers showed a healthy interest in a broad range of Halloween-themed products. Retailers can capitalize best by offering breadth of choice on their shelves." 32.% Increase in shopper engagement with Halloween display area vs. non-holiday period CHITRA BALASUBRAMANIAN, VP of insights, RetailNext Dwell Times* (at seasonal displays) Halloween Costume/ Decoration Purchases 26% 12.5 12.4 11 39% 10.1 BASELINE (NON-HOLIDAY PRODUCTS) VALENTINE'S DAY 2012 HALLOWEEN 2011 HALLOWEEN 2012 Increase in traffic to Halloween *measured in seconds area vs. non-holiday period 24% 8 of 10 of the most popular candy brands at Halloween 2012 were the same as during the Halloween Store Traffic 18% (2012 vs. 2011) 14% Overall store traffic Up 9.8% summer months % of store visitors 5% Down 9.2% going to candy aisle % of store visitors going to holiday display area Up 8.5% BAGS HAIR/MAKE-UP HOME DECORATIONS LIGHTS HATS supermarketnews.com DATAPOINTS November 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 chocolate was dominant, comprising more than three-fourths 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, 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 Candy Purchases 2012 Time for Candy % of traffic in candy aisle by time of day (aggregated during the Halloween shopping season*) 8 a.m. to 10 a.m. 6% Non- chocolate 23% Non- chocolate 20% 10 a.m. to noon 13% Chocolate 80% Chocolate 77% Noon to 2 p.m. 16% 2 p.m. to 4 p.m. 19% |4 р.m. to 6 p.m. 21% 6 р.m. to 8 p.m. 19% 8 p.m. to 10 p.m. 6% HALLOWEEN VALENTINE'S DAY * Defined as the 3 weeks before Halloween "Shoppers showed a healthy interest in a broad range of Halloween-themed products. Retailers can capitalize best by offering breadth of choice on their shelves." 32.% Increase in shopper engagement with Halloween display area vs. non-holiday period CHITRA BALASUBRAMANIAN, VP of insights, RetailNext Dwell Times* (at seasonal displays) Halloween Costume/ Decoration Purchases 26% 12.5 12.4 11 39% 10.1 BASELINE (NON-HOLIDAY PRODUCTS) VALENTINE'S DAY 2012 HALLOWEEN 2011 HALLOWEEN 2012 Increase in traffic to Halloween *measured in seconds area vs. non-holiday period 24% 8 of 10 of the most popular candy brands at Halloween 2012 were the same as during the Halloween Store Traffic 18% (2012 vs. 2011) 14% Overall store traffic Up 9.8% summer months % of store visitors 5% Down 9.2% going to candy aisle % of store visitors going to holiday display area Up 8.5% BAGS HAIR/MAKE-UP HOME DECORATIONS LIGHTS HATS