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www.bakemag.com/articles/19308-summerween-brings-halloween-into-the-summer-months
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Source: Business Wire

‘Summerween’ brings Halloween into the summer months

Brian Amick
08.26.2024

While Americans are trying to stay cool in the summer heat, the confectionery industry is looking ahead to autumn for a sales boon. Manufacturers are already packing pumpkin-shaped treats and retail workers have been stocking store shelves for some time for the Halloween season.

For instance, in early August, The Hershey Company introduced its Halloween treats to stores nationwide. Among them were Kit Kat Ghost Toast, classic, crisp wafers wrapped in a new cinnamon toast-flavored creme, and Reese's Werewolf Tracks, featuring a combination of vanilla-flavored creme, milk chocolate and peanut butter.

“This year, with Kit Kat Ghost Toast and Reese's Werewolf Tracks, we're showcasing our commitment to innovation and fun with bold, exciting Halloween flavors, inviting consumers to choose both!” says Heather Seamans, senior manager fall marketing at The Hershey Company.

At this point, the Halloween season extends well beyond October – and the effect is clear. For the $48 billion confectionery industry, Halloween is a cornerstone of economic impact. Last year, Halloween drove $6.4 billion in confectionery retail sales.

The retail push of Halloween and autumn, well before the summer has ended, has led to a trend known as ‘summerween.’ As this unofficial holiday season continues to take hold, it has inevitably led to an increase in spending. According to the National Retail Federation (NRF)’s research, last year’s total Halloween spending was expected to reach a record $12.2 billion, exceeding 2022’s record of $10.6 billion.

“More Americans than ever will be reaching into their wallets and spending a record amount of money to celebrate Halloween this year,” NRF president and chief executive officer Matthew Shay said.

In 2024, the trend has really taken off in popularity thanks to platforms such as TikTok and Instagram. With consumer demand for Halloween products higher than ever, retailers can look to take advantage by introducing limited time offers (LTOs) earlier than ever.