Halloween candy is still a top purchase for shoppers—and private label ranks high

More than half of U.S. consumers (56%) plan to celebrate Halloween this year, according to newly released data from Numerator, a market research firm that analyzed both verified purchase behavior and survey responses from over 5,000 individuals. Over 80% plan to purchase candy, making it the top item on Halloween shopping lists, and over half will go to big-box retailers for their candy. Private-label candy also made it among the top brands of each generation.