What’s a candy custom that by no means fades?
For a lot of, it’s Halloween. Positive, it is enjoyable to decorate up, hang around with associates, get into some faculty antics, and throw epic events. However let’s “Creep It Actual,” Halloween is all in regards to the sweet! From candy treats to savory bites and even a number of boo-zy sips for the older crowd, there’s lots on the menu for Gen Z this Halloween. Learn on to find essentially the most coveted candies, hottest costumes, and favourite quick meals repair as this era gears up for an evening to recollect!
The Survey Outcomes Are In
To get a clearer image of what is driving these Halloween gross sales, we just lately surveyed 1,000 members: 500 youthful Gen Z (ages 12-17) and 500 older Gen Z (ages 18-27) to disclose their prime sweet, costume, and quick meals preferences.
Whereas the surveys have been largely comparable, we included particular questions on alcohol consumption for the older group to mirror their completely different life phases and social experiences.
This strategy supplied insights into how each age teams have a good time Halloween. The outcomes supply a glimpse into what makes Halloween particular for Gen Z — displaying precisely what they’re hoping to bag on their trick-or-treat rounds this 12 months.
*All respondents have been from the U.S. between the ages of 12-27 by the Subject Agent app on August 31, 2024. We performed 2 comparable surveys, contemplating half of the era are adults and adults with children. The youthful demographic stuffed out the survey with the permission and help of a dad or mum. The survey was performed completely by the Subject Agent app. Gen Z – Ages 12- 17: Male respondents (n =89): 18-20 years previous (1%), 21-29 (7%), 30-39 (26%), 40-49 (44%), 50-59 (16%), 60+ (6%); Feminine respondents (n = 408): 18-20 years previous (0%), 21-29 (7%), 30-39 (35%), 40-49 (43%), 50-59 (12%), 60+ (3%). Gen Z – Ages 18- 27: Male respondents (n =125): 18-20 years previous (10%), 21-29 (90%); Feminine respondents (n = 361): 18-20 years previous (6%), 21-29 (94%).
Sweet Crush: The Favorites of Gen Z Revealed
As a dad or mum of three Gen Zers myself, Halloween has turn out to be a sweet obsession. The children eagerly dump their loot on the ground, eyes gleaming as they meticulously kind their treasures. From chocolate bars to bitter treats, they categorize all the pieces, leaving the much less common items. Then comes the buying and selling. Negotiations worthy of Wall Road as they swap less-loved candies for favorites. It is severe enterprise, with the missed candies typically remaining lengthy after the coveted ones have vanished. The cry of “I WANT CANDY!” echoes extra instances than I can rely.
One Gen Zer in our survey expressed a special perspective: “I don’t have anybody favourite sweet. I stay up for it as a result of I stay up for all of it!” Whereas sweet is central to Halloween, this sentiment captures the broader enchantment. It is about the entire expertise and anticipation. Is that this why Gen Z and their dad and mom depart cabinets naked with this sweet craze?
Our findings reveal that chocolate is the clear favourite amongst all Gen Z members with regards to Halloween treats. Nonetheless, the Gen Zers in my family like chocolate, however they love fruity gummy candies. As they take pleasure in their stash, I’m very happy to trick or deal with myself with the traditional “dad or mum tax.” Extra chocolate for me!
Trick or Treaters have been requested their favourite kind of Halloween sweet. In keeping with previous surveys, Reese’s, Hershey’s, and Snickers have held their positions within the prime 5. Was this 12 months any completely different? Gen Z agrees that Reese’s are wickedly good.
Reese’s claimed the highest spot once more as the favourite sweet amongst each age teams, with 29% of youthful Gen Z (ages 12-17) and 28% of older Gen Z (ages 18-27) selecting it as their prime choose. Hershey’s and Equipment Kat tied for second place at 12% every amongst youthful Gen Z, whereas Equipment Kat secured a powerful second place with 20% amongst older Gen Z. Hershey’s maintained its reputation throughout each teams, holding regular at 12%.
As proven within the graph, this information reveals some attention-grabbing shifts in sweet preferences between youthful and older Gen Z, with notable modifications within the reputation of manufacturers like Equipment Kat, Snickers, and Starbursts.
Whereas some Gen Zers are die-hard followers of particular manufacturers, our survey reveals they’re additionally open to making an attempt new issues. Throughout all ages, members agreed they’d think about sweet suggestions from household and associates, suggesting the potential for locating new favorites.
The Candy Spots: Finest Locations to Purchase Halloween Sweet
Now that we have unwrapped Gen Z’s favourite candies, let’s discover the place they plan to buy to top off on their Halloween favorites. With inflation on the rise and a quest for the very best choice, this era has clear concepts about their Halloween buying locations.
The info revealed some attention-grabbing tendencies on how buying preferences stack up:
For each youthful Gen Z and older Gen Z, Walmart was the best choice for Halloween sweet, with 69% of youthful and 77% of older respondents planning to go to its shops. Goal ranked second amongst each teams, drawing 46% of the youthful and 45% of the older demographic. Nonetheless, the similarities finish with regards to the third spot. Youthful Gen Z favor warehouse golf equipment like Costco and Sam’s Membership with 23% and 22% respectively, whereas greenback shops like Greenback Normal and Greenback Tree collectively attracted 31% of older Gen Z customers.
This information highlights not solely the dominance of main retailers but additionally the rising significance of budget-friendly choices, particularly amongst older Gen Z shoppers.
Whereas brick-and-mortar shops dominate, on-line retailers, reminiscent of Amazon, have a gradual however smaller following.
Dressed to Thrill: Gen Z’s High Costume Concepts and Tendencies
Simply as Gen Z love their Reese’s, in addition they have clear favorites with regards to costumes. Not surprisingly, 71% of youthful Gen Z plan to put on a dressing up in comparison with 59% of older Gen Z. With costumes in such excessive demand, Gen Z is fascinated about quite a lot of choices and has particular preferences for the place they plan to purchase.
Pop Tradition TV/Film characters reign as the preferred costume selection for each youthful Gen Z (12-17) and older Gen Z (18-27), with 33% and 37% expressing curiosity respectively. Monster and scary characters ranked second amongst youthful Gen Z at 21%. For older Gen Z, Monster/Scary characters tied with Princess/Fairy Story characters for second place, every attracting 21% of respondents.
Curiously, Princess/Fairy Story characters noticed a major bounce in reputation amongst older Gen Z, rising from 14% within the youthful group to 21% within the older group. Superhero costumes maintained constant enchantment throughout each age teams at 14%. The info means that whereas popular culture influences are common, there is a various vary of costume preferences amongst Gen Z Halloween members.
Gen Z’s Halloween costume picks mix popular culture, nostalgia, and household creativity. With Swifties plentiful in each age teams, Taylor Swift is a best choice, together with Surprise Lady and Stranger Issues characters. Youthful Gen Z surprisingly embraces throwbacks like The Blues Brothers, Laverne & Shirley, and Care Bears. Additionally they favor family-themed costumes reminiscent of The Goldbergs, The Incredibles, and Bluey.
Older Gen Z is equally inventive, embracing Emily in Paris, Barbie & Ken, and Beetle Juice. Enjoyable household costumes embrace Zombie ensembles and quirky setups like a household tricking out their wagon to appear like a rubbish truck with their son because the storage collector. Gen Z is proficient in making Halloween enjoyable, fashionable, and distinctive!
Thrill of the Hunt: The place Gen Z Outlets for Halloween Costumes
On the subject of getting costumes, nearly all of Gen Z prefers store-bought choices, with 61% of the youthful group and 55% of the older group selecting this technique. On-line buying can also be common amongst each teams, with 40% of youthful and 49% of older Gen Z choosing this handy possibility.
Selfmade costumes enchantment to a good portion of every group as properly, with 40% of youthful and 46% of older Gen Z making their very own. Second-hand or thrift retailer purchases are much less widespread however nonetheless notable, particularly amongst older Gen Z.
Except for these common methods of sourcing costumes, our survey uncovered an attention-grabbing issue affecting costume selections amongst each age teams. Whereas many respondents within the “Different” class talked about dressing up as their favourite online game characters, an surprising pattern surfaced. Some members talked about indecision resulting from family-themed costume issues. For youthful Gen Z, this may imply coordinating with dad and mom and siblings.
Curiously, a number of older Gen Z members additionally famous this issue. Maybe they’re persevering with household traditions and even beginning new ones with their kids. It appears the fascination with matching Halloween outfits spans generations! Whether or not it is youthful Gen Z hoping to keep away from one other 12 months of parent-picked ensembles or older Gen Z embracing the enjoyable with their very own households, the household costume dilemma lives on in Gen Z.
This concentrate on family-themed costumes additionally reveals a enjoyable hyperlink to sweet selections. Artistic costumes can result in extra enthusiastic trick-or-treating and common themes typically form each costume and sweet picks. As an example, a household dressed as superheroes may discover themselves gravitating towards themed candies, making a enjoyable collaboration between costumes and treats. Recognizing these connections permits retailers to raise the Halloween expertise, making it extra memorable and interesting for everybody.
The Remaining Chunk: How Gen Z Celebrates Halloween Night time
Who knew choosing out a dressing up might affect your sweet cravings? Discuss a candy connection! However after all of the trick-or-treating enjoyable, what’s subsequent? For a lot of Gen Zers, the night time doesn’t finish with simply sweet. A visit to their favourite quick meals spot is commonly the right solution to wrap up the festivities, and our survey reveals {that a} important variety of them are doing simply that.
For a lot of, stopping by a favourite fast-food restaurant is a standard concept. 62% of youthful Gen Z and 53% of older Gen Z plan on it. Right here’s the place they’re heading on Halloween night time.
McDonald’s and Chick-fil-A prime the listing of quick meals spots, drawing 35% of each youthful and older teams, Chick-fil-A follows with 28% of youthful Gen Z and 24% of older Gen Z. Taco Bell can also be a favourite amongst older Gen Z at 16%, whereas 14% of youthful Gen Z favor to dine at different choices. Older Gen Z ranked Different as a well-liked choose too. When requested to specify their different selection, the bulk answered pizza. Wendy’s, Burger King, and Subway additionally made the listing of common selections.
Boo-ze Alert: Halloween Drinks for Older Gen Z
Because the night time winds down and the youthful trick-or-treaters head to mattress, it’s time to focus solely on older Gen Zers. For these over 21, Halloween plans may additionally embrace a drink or two. Right here’s what the survey revealed about their alcohol preferences and the place they plan to take pleasure in them. 30% of older Gen Z shall be consuming alcohol, adopted by 20% Very Doubtless, 20% considerably probably, 16% not very probably, and 14% completely not.
On the subject of alcohol selections amongst older Gen Z, beer or wine leads the pack at 43%, carefully adopted by cocktails at 42%, and punch or combined drinks at 41%. Spiked seltzers and spirits tie at 36%, whereas onerous cider is chosen by 29%. 13% even boost their espresso or scorching chocolate with a boozy twist.
As for the place they’re elevating their glasses, the bulk 68% favor the consolation of house. Associates’ homes are the subsequent hottest place at 40%, adopted by Halloween events, at 30%. Some enterprise out to pubs or bars, 19%, or collect outside for a tailgate or bonfire 14%.
This Halloween, it appears older Gen Z is mixing up their drink selections and protecting the get together near house or inside their social circles. Older Gen Z just isn’t solely embracing quite a lot of drink choices but additionally prioritizing social connections, whether or not at house or in festive settings, making their vacation expertise each pleasurable and memorable.
Understanding these evolving preferences may help retailers and types higher cater to Gen Z’s tastes. By leveraging Subject Agent’s instruments, you possibly can improve your Halloween merchandising methods, optimize product placement and in the end drive gross sales throughout this festive season. Discover the Subject Agent Market in the present day and put together to fulfill the wants of your clients this Halloween!
Key Subsequent Steps for Retailers
To successfully interact Gen Z, think about these key subsequent steps:
1. Make the most of Actual Shopper Suggestions: Leverage Subject Agent’s Scores & Critiques to assemble genuine insights from shoppers who buy and check out your merchandise.
2. Achieve Shelf Insights with Shelfgram’s digital storewalk know-how to research planograms, conduct worth checks, entry heatmaps to know shopper consideration, evaluation previous shelf preparations, and measure marketing campaign efficiency.
3. Implement Thriller Searching for QSRs: Assess how Fast Service Eating places are dealing with Halloween promotions and seasonal choices.
By integrating these instruments to implement data-driven methods, you possibly can improve the buying expertise and drive greater gross sales this Halloween and past. To study extra about remodeling your retail operations, go to Shelfgram and Subject Agent Market in the present day.
