Home About Archives RSS Feed

The Retired Investor: Halloween Could Be the Holiday Test Case

By Bill SchmickiBerkshires columnist
As October begins, mountains of candy have become a fixture in every store and supermarket. Halloween is the first in a series of fall into winter holidays. The candy companies are hoping it's going to be business as usual this year, but that depends on who comes to your door. 
 
Whether it is trick-or-treating or costume parties, no one wants a visit from this year's most fearsome of monsters—the coronavirus. Worried parents wonder if this unwanted guest will be hiding among those candy wrappers, or in the noses, hands and mouths of excited children (or the parents and guardians accompanying them). Will one cough undo months of masks and safe spacing?
 
The Centers for Disease Control has already issued medical guidelines that label all the traditional Halloween behavior patterns as "high risk" activities.     
 
That means no door-to-door activities, indoor parties, hayrides, visits to haunted houses, or rural fall festivals. The CDC gives alternative suggestions, which center on an immediate family night with a Halloween theme, such as carving pumpkins, or virtual costume parties with your children and their friends. 
 
"But it just won't be the same," lamented one mother to me.
 
While that may be true, it doesn't seem to have deterred consumers from stocking up on candy. U.S. sales of Halloween candy are up 13 percent from this time last year, according to the National Confectioners Association. Chocolate candy is up 25 percent. Usually, we would expect to see a single-digit increase at best.
 
That is a hopeful development for candy companies that depend on the 10-week period surrounding Halloween for as much as 14 percent of yearly revenues. Halloween is the biggest holiday of the year in this $36 billion industry, followed by Christmas and Easter, with Valentine's Day trailing in fourth place. Overall, however, the National Retail Federation expects consumer Halloween spending to decrease about 8 percent, even if those who do decide to celebrate are expected to spend 6 percent more on average. 
 
Is this increased candy consumption in September a sign that consumers are planning to disregard the CDC's warnings? And, if so, would that potentially create a nationwide, coronavirus superspreader event? Not necessarily.
 
Brach's, the maker of Candy Corn, thinks it could be because the candy-selling season started three months earlier this year. Consumers, with many activities curtailed and with more money in their pockets as a result, may be splurging on candy, which is far cheaper than going out to a restaurant, and simply using Halloween as an excuse to indulge. The real test will be in the last two weeks of October when companies such as Mars Wrigley's usually chalk up as much as 55 percent of their total Halloween candy sales.
 
A market research company, Numerator, which surveyed 2,000 consumers at the beginning of August, found that more than the respondents planned to buy less candy this year than normal. The uncertainty of the turnout for trick-or-treating due to COVID-19 evidently had some consumers planning for less of a celebration. 
 
In response to the uncertainty, candy companies have both reduced, as well as re-sized, their candy bags. Smaller bags that can be used for everyday consumption, but can still be sold after the holiday, is another way some companies are hedging their bets. Candy companies are also getting creative while working with the CDC guidelines to come up with interesting and unique ways that families can celebrate the holiday and still stay safe. Just peruse their websites for some alternative ideas, some of which are pretty imaginative. 
 
Communities across the nation are also coming up with good ideas. In my own town, Downtown Pittsfield Inc is holding a trick-or-trunk event, which involves the community coming together in a parking lot on Oct. 15, so that the children can safely trick-or-treat out of the decorated trunks of their cars. The candy is then quarantined for two weeks and available by Halloween.
 
In the end, it comes down to the kids, doesn't it? As we all know, children are having a tough time of it during this health crisis. They are out of school and away from their friends. Most of the day, they are glued to their computers, sometimes for hours at a time. There are no after-school activities, no sports, and even going outside has become a controlled activity. Most of this year has been a big downer. Are we also going to disappoint them on Halloween, or will we be able to find new and joyful ways of celebrating, despite the crisis we are suffering? I'm betting we will.
 

Bill Schmick is now the 'Retired Investor.' After working in the financial services business for more than 40 years, Bill is paring back and focusing exclusively on writing about the financial markets, the needs of retired investors like himself, and how to make your last 30 years of your life your absolute best. You can reach him at billiams1948@gmail.com or leave a message at 413-347-2401.

 

1 Comments
     

Support Local News

We show up at hurricanes, budget meetings, high school games, accidents, fires and community events. We show up at celebrations and tragedies and everything in between. We show up so our readers can learn about pivotal events that affect their communities and their lives.

How important is local news to you? You can support independent, unbiased journalism and help iBerkshires grow for as a little as the cost of a cup of coffee a week.

News Headlines
McCann to Install Lights on Football Field
SVMC: Medical Matters Features Hand Surgeon
Public Health and Safety Panels Votes Against Pittsfield Mosquito Spraying
Berkshire County Experiencing Mild Drought Conditions
Lanesborough's Johnson Departs Mount Greylock School Committee
SVHC Thanks Local Businesses
Berkshire Organizations Receive Cultural Council Funding
MCLA Receives Grant To Improve Racial Equity On Campus
MCLA Greenhouse Showcases Campus Sustainability Efforts
Pittsfield Homelessness Advisory Committee OKs Open Microphone
 
 


Categories:
@theMarket (366)
Independent Investor (450)
Retired Investor (38)
Archives:
April 2021 (4)
April 2020 (6)
March 2021 (8)
February 2021 (8)
January 2021 (5)
December 2020 (6)
November 2020 (8)
October 2020 (7)
September 2020 (6)
August 2020 (6)
July 2020 (10)
June 2020 (7)
May 2020 (9)
Tags:
Stocks Congress Deficit Europe Markets Pullback Currency Japan Fiscal Cliff Interest Rates Economy Stimulus Retirement Rally Banks Housing Crisis Debt Ceiling Jobs Wall Street Bailout Selloff Euro Taxes Election Recession Europe Federal Reserve Oil Debt Commodities Greece Stock Market Metals Energy
Popular Entries:
The Independent Investor: Don't Fight the Fed
@theMarket: QE II Supports the Markets
The Independent Investor: Understanding the Foreclosure Scandal
The Independent Investor: Does Cash Mean Currencies?
@theMarket: Markets Are Going Higher
The Independent Investor: General Motors — Back to the Future
The Independent Investor: How Will Wall Street II Play on Main Street?
@theMarket: Economy Sputters, Stocks Stutter
The Independent Investor: Why Are Interest Rates Rising?
The Independent Investor: Will the Municipal Bond Massacre Continue?
Recent Entries:
@theMarket: Stocks Grind Higher as Bond Yields Retreat
The Retired Investor: Water Becoming a Rare Commodity
@theMarket: Spring Has Sprung in the Markets
The Retired Investor: Will Infrastructure Spending Boost Clean Energy Stocks?
@theMarket: Cross Currents Confuse Investors
The Retired Investor: Cannabis Catalysts Coming Soon
@theMarket: Rising Rates Create Headwinds for Stocks
The Retired Investor: Food Scarcity in a Nation of Obesity
@theMarket: Tech Stocks Rise From the Dead
The Retired Investor: The Coming Economic Boom