GRAND RAPIDS, Mich. — One-quarter of Midwestern adults plan to spend less on Halloween this year, even as large majorities intend to buy candy and decorate their homes, according to a survey commissioned by Meijer.
The findings highlight the importance of value as the family-owned retailer prepares for a holiday marked by broad participation in familiar traditions. Meijer said more than half of its Halloween décor items are priced at $10 or less, while most costumes and accessories for people and pets cost $25 or less.
The survey, conducted by The Harris Poll among 1,003 adults in six Midwestern states, found that 91% plan to purchase Halloween candy and 70% expect to decorate their home or yard. One-third plan to dress up their pets, extending the seasonal merchandise opportunity beyond costumes for children and adults.
“Halloween is a holiday rooted in childhood tradition and fun, and we want to help ensure our customers can continue to make those special memories with their families,” said Don Sanderson, chief merchandising and marketing officer at Meijer. “Our stores are stocked and ready to help our customers celebrate the season at a great value without sacrificing joy or quality.”
Chocolate topped shoppers’ candy preferences, with 78% planning to purchase it. Fruit-flavored candy ranked next, at 53%.
Meijer highlighted candy offerings including 9.6-ounce bags of Reese’s Pumpkins priced at $5.79 and 20-ounce bags of Brach’s Classic Candy Corn on sale for $4.99. The retailer is also offering Midwest-grown pumpkins for $4.99 and has expanded its assortment of pet costumes.
Food for Halloween evening presents another sales opportunity. Nearly half of respondents, 49%, said they typically choose a quick and easy dinner, such as pizza, on the holiday.
Taken together, the results point to demand across candy, decorations, costumes and convenient meals, with spending restraint shaping purchasing decisions for a portion of consumers. Meijer is emphasizing its assortment and lower-priced seasonal offerings as families prepare to celebrate.
The privately owned retailer operates more than 500 supercenters, grocery stores, neighborhood markets and express locations throughout the Midwest.
The Harris Poll conducted the online survey Aug. 24–26 among adults ages 18 and older in Illinois, Indiana, Kentucky, Michigan, Ohio and Wisconsin. The survey has a Bayesian credible interval of plus or minus 3.6 percentage points at the 95% confidence level, with wider intervals for population subgroups.
