More Americans are buying Halloween candy earlier each year, with some starting as soon as July, according to new data from CivicScience. The research suggests these early shoppers, many of whom say they are more excited about Halloween this year, are 2.5 times more likely to increase spending, presenting a strong opportunity for advertisers.
CivicScience found that shopping habits vary by retail channel. Consumers who buy candy at big-box stores tend to over-index on paid subscriptions for local news and business content, while those who purchase primarily at grocery stores are more likely to subscribe to local, health, national news and business publications.