What's a sweet tradition that never fades?
For many, it’s Halloween. Sure, it's fun to dress up, hang out with friends, get into some school antics, and throw epic parties. But let's "Creep It Real," Halloween is all about the candy! From sweet treats to savory bites and even a few boo-zy sips for the older crowd, there’s a lot on the menu for Gen Z this Halloween. Read on to discover the most coveted candies, hottest costumes, and favorite fast food fix as this generation gears up for a night to remember!
To get a clearer picture of what's driving these Halloween sales, we recently surveyed 1,000 participants: 500 younger Gen Z (ages 12-17) and 500 older Gen Z (ages 18-27) to reveal their top candy, costume, and fast food preferences.
While the surveys were largely similar, we included specific questions about alcohol consumption for the older group to reflect their different life stages and social experiences.
This approach provided insights into how both age groups celebrate Halloween. The results offer a glimpse into what makes Halloween special for Gen Z — showing exactly what they're hoping to bag on their trick-or-treat rounds this year.
*All respondents were from the U.S. between the ages of 12-27 through the Field Agent app on August 31, 2024. We conducted 2 similar surveys, considering half of the generation are adults and adults with kids. The younger demographic filled out the survey with the permission and assistance of a parent. The survey was conducted entirely through the Field Agent app. Gen Z - Ages 12- 17: Male respondents (n =89): 18-20 years old (1%), 21-29 (7%), 30-39 (26%), 40-49 (44%), 50-59 (16%), 60+ (6%); Female respondents (n = 408): 18-20 years old (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 old (10%), 21-29 (90%); Female respondents (n = 361): 18-20 years old (6%), 21-29 (94%).
As a parent of three Gen Zers myself, Halloween has become a candy obsession. The kids eagerly dump their loot on the floor, eyes gleaming as they meticulously sort their treasures. From chocolate bars to sour treats, they categorize everything, leaving the less popular pieces. Then comes the trading. Negotiations worthy of Wall Street as they swap less-loved candies for favorites. It's serious business, with the overlooked candies often remaining long after the coveted ones have vanished. The cry of "I WANT CANDY!" echoes more times than I can count.
One Gen Zer in our survey expressed a different perspective: “I don’t have any one favorite candy. I look forward to it because I look forward to all of it!” While candy is central to Halloween, this sentiment captures the broader appeal. It's about the whole experience and anticipation. Is this why Gen Z and their parents leave shelves bare with this candy craze?
Our findings reveal that chocolate is the clear favorite among all Gen Z participants when it comes to Halloween treats. However, the Gen Zers in my household like chocolate, but they love fruity gummy candies. As they enjoy their stash, I’m more than happy to trick or treat myself with the classic “parent tax.” More chocolate for me!
Trick or Treaters were asked their favorite type of Halloween candy. According to past surveys, Reese’s, Hershey’s, and Snickers have held their positions in the top 5. Was this year any different? Gen Z agrees that Reese’s are wickedly good.
Reese's claimed the top spot again as the favorite candy among both age groups, with 29% of younger Gen Z (ages 12-17) and 28% of older Gen Z (ages 18-27) choosing it as their top pick. Hershey's and Kit Kat tied for second place at 12% each among younger Gen Z, while Kit Kat secured a strong second place with 20% among older Gen Z. Hershey's maintained its popularity across both groups, holding steady at 12%.
As shown in the graph, this data reveals some interesting shifts in candy preferences between younger and older Gen Z, with notable changes in the popularity of brands like Kit Kat, Snickers, and Starbursts.
While some Gen Zers are die-hard fans of specific brands, our survey shows they're also open to trying new things. Across all ages, participants agreed they would consider candy recommendations from family and friends, suggesting the potential for discovering new favorites.
Now that we've unwrapped Gen Z's favorite candies, let's explore where they plan to shop to stock up on their Halloween favorites. With inflation on the rise and a quest for the best selection, this generation has clear ideas about their Halloween shopping destinations.
The data revealed some interesting trends on how shopping preferences stack up:
For both younger Gen Z and older Gen Z, Walmart was the top choice for Halloween candy, with 69% of younger and 77% of older respondents planning to visit its stores. Target ranked second among both groups, drawing 46% of the younger and 45% of the older demographic. However, the similarities end when it comes to the third spot. Younger Gen Z prefer warehouse clubs like Costco and Sam’s Club with 23% and 22% respectively, while dollar stores like Dollar General and Dollar Tree collectively attracted 31% of older Gen Z shoppers.
This data highlights not only the dominance of major retailers but also the growing importance of budget-friendly options, especially among older Gen Z consumers.
While brick-and-mortar stores dominate, online retailers, such as Amazon, have a steady but smaller following.
Just as Gen Z love their Reese’s, they also have clear favorites when it comes to costumes. Not surprisingly, 71% of younger Gen Z plan to wear a costume compared to 59% of older Gen Z. With costumes in such high demand, Gen Z is interested in a variety of options and has specific preferences for where they plan to buy.
Pop Culture TV/Movie characters reign as the most popular costume choice for both younger Gen Z (12-17) and older Gen Z (18-27), with 33% and 37% expressing interest respectively. Monster and scary characters ranked second among younger Gen Z at 21%. For older Gen Z, Monster/Scary characters tied with Princess/Fairy Tale characters for second place, each attracting 21% of respondents.
Interestingly, Princess/Fairy Tale characters saw a significant jump in popularity among older Gen Z, rising from 14% in the younger group to 21% in the older group. Superhero costumes maintained consistent appeal across both age groups at 14%. The data suggests that while pop culture influences are popular, there's a diverse range of costume preferences among Gen Z Halloween participants.
Gen Z’s Halloween costume picks blend pop culture, nostalgia, and family creativity. With Swifties abundant in both age groups, Taylor Swift is a top choice, along with Wonder Woman and Stranger Things characters. Younger Gen Z surprisingly embraces throwbacks like The Blues Brothers, Laverne & Shirley, and Care Bears. They also favor family-themed costumes such as The Goldbergs, The Incredibles, and Bluey.
Older Gen Z is equally creative, embracing Emily in Paris, Barbie & Ken, and Beetle Juice. Fun family costumes include Zombie ensembles and quirky setups like a family tricking out their wagon to look like a garbage truck with their son as the garage collector. Gen Z is talented in making Halloween fun, trendy, and unique!
When it comes to getting costumes, the majority of Gen Z prefers store-bought options, with 61% of the younger group and 55% of the older group choosing this method. Online shopping is also popular among both groups, with 40% of younger and 49% of older Gen Z opting for this convenient option.
Homemade costumes appeal to a significant portion of each group as well, with 40% of younger and 46% of older Gen Z making their own. Second-hand or thrift store purchases are less common but still notable, especially among older Gen Z.
Aside from these popular ways of sourcing costumes, our survey uncovered an interesting factor affecting costume choices among both age groups. While many respondents in the "Other" category mentioned dressing up as their favorite video game characters, an unexpected trend surfaced. Some participants mentioned indecision due to family-themed costume considerations. For younger Gen Z, this might mean coordinating with parents and siblings.
Interestingly, a few older Gen Z participants also noted this factor. Perhaps they're continuing family traditions or even starting new ones with their children. It seems the fascination with matching Halloween outfits spans generations! Whether it's younger Gen Z hoping to avoid another year of parent-picked ensembles or older Gen Z embracing the fun with their own families, the family costume dilemma lives on in Gen Z.
This focus on family-themed costumes also reveals a fun link to candy choices. Creative costumes can lead to more enthusiastic trick-or-treating and popular themes often shape both costume and candy picks. For instance, a family dressed as superheroes might find themselves gravitating toward themed candies, creating a fun collaboration between costumes and treats. Recognizing these connections allows retailers to elevate the Halloween experience, making it more memorable and engaging for everyone.
Who knew picking out a costume could influence your candy cravings? Talk about a sweet connection! But after all the trick-or-treating fun, what's next? For many Gen Zers, the night doesn’t end with just candy. A trip to their favorite fast food spot is often the perfect way to wrap up the festivities, and our survey shows that a significant number of them are doing just that.
For many, stopping by a favorite fast-food restaurant is a common idea. 62% of younger Gen Z and 53% of older Gen Z plan on it. Here’s where they’re heading on Halloween night.
McDonald's and Chick-fil-A top the list of fast food spots, drawing 35% of both younger and older groups, Chick-fil-A follows with 28% of younger Gen Z and 24% of older Gen Z. Taco Bell is also a favorite among older Gen Z at 16%, while 14% of younger Gen Z prefer to dine at other options. Older Gen Z ranked Other as a popular pick too. When asked to specify their other choice, the majority answered pizza. Wendy’s, Burger King, and Subway also made the list of popular choices.
As the night winds down and the younger trick-or-treaters head to bed, it’s time to focus exclusively on older Gen Zers. For those over 21, Halloween plans might also include a drink or two. Here’s what the survey revealed about their alcohol preferences and where they plan to enjoy them. 30% of older Gen Z will be consuming alcohol, followed by 20% Very Likely, 20% somewhat likely, 16% not very likely, and 14% absolutely not.
When it comes to alcohol choices among older Gen Z, beer or wine leads the pack at 43%, closely followed by cocktails at 42%, and punch or mixed drinks at 41%. Spiked seltzers and spirits tie at 36%, while hard cider is chosen by 29%. 13% even spice up their coffee or hot chocolate with a boozy twist.
As for where they're raising their glasses, the majority 68% prefer the comfort of home. Friends' houses are the next most popular place at 40%, followed by Halloween parties, at 30%. Some venture out to pubs or bars, 19%, or gather outdoors for a tailgate or bonfire 14%.
This Halloween, it seems older Gen Z is mixing up their drink choices and keeping the party close to home or within their social circles. Older Gen Z is not only embracing a variety of drink options but also prioritizing social connections, whether at home or in festive settings, making their holiday experience both enjoyable and memorable.
Understanding these evolving preferences can help retailers and brands better cater to Gen Z's tastes. By leveraging Field Agent's tools, you can enhance your Halloween merchandising strategies, optimize product placement and ultimately drive sales during this festive season. Explore the Field Agent Marketplace today and prepare to meet the needs of your customers this Halloween!
To effectively engage Gen Z, consider these key next steps:
1. Utilize Real Consumer Feedback: Leverage Field Agent's Ratings & Reviews to gather authentic insights from consumers who purchase and try your products.
2. Gain Shelf Insights with Shelfgram’s virtual storewalk technology to analyze planograms, conduct price checks, access heatmaps to understand shopper attention, review past shelf arrangements, and measure campaign performance.
3. Implement Mystery Shopping for QSRs: Assess how Quick Service Restaurants are handling Halloween promotions and seasonal offerings.
By integrating these tools to implement data-driven strategies, you can enhance the shopping experience and drive higher sales this Halloween and beyond. To learn more about transforming your retail operations, visit Shelfgram and Field Agent Marketplace today.