While some people obsess over the perfect costume or securing the must-have entrance to the hottest party, a new trend has taken over the annual event. Instead of another night of debauchery, Adultoween takes a different approach this year. The real coveted choice is the Halloween night-in option.
Growing up, the countdown to Halloween seemed to move slower than a slug trying to cross a slick sidewalk. The anticipation of going door to door, hoping for the big candy bar, or maybe even a bag of goodies grew until the witching hour finally came.
Today’s Halloween celebrations are not just for the younger crowds with their bags, baskets, and bounty of candy. Adults drive these celebrations. In some cases, Trick or Treat includes an “adult” treat in the form of a beverage to make the parental trek more enjoyable.
Food brands embrace the “Adultoween” aspect. The shopping decision maker choosing the Butterfinger over another peanut butter candy is vital to a company hitting their numbers for the quarter. Creating that food tradition drives purchases not just for one season. It is a repeat customer that makes one candy a must-have at every Halloween celebration.
As Chad Stubbs, Chief Marketing Officer, Ferrero North America explained, “Last year we called Adultoween a cultural movement, and now Americans are ready to make it official. Adults aren’t just embracing Halloween as their own holiday anymore – they’re saying it deserves a permanent place on the calendar. From reclaiming the candy aisle to redefining what the perfect Halloween night looks like, adults have made clear this isn’t a passing trend, it’s a holiday worth recognizing.”
Ferrero Makes Adultoween a Halloween Night In to Remember
The survey findings are clear. Halloween is no longer than exuberant event lasting to the wee hours of the morning. Almost 2/3 of respondents said that they do not want a night out. Instead, an at-home celebration with favorite movies or friends is their preference.
That scenario ensures that their favorite food is on the table. Having that bowl of Halloween candy on the table is essential to the good time. People want to unwrap that CRUNCH bar.
While that simple treat might bring special memories, people think beyond the simple eating pleasure. Pushing aside any negative connotations with that enjoyment, the candy opens a world of possibilities. Why not transform that candy into a fantastical dessert. As an adult, no one can say you’ll ruin your dinner. It is the time to let that sugary spell take over and enjoyment satisfy.
This Halloween season, the spooky fun will be had by all ages. The kids might have to pay the parental tax by letting the adults take a few Butterfingers or even that Kinder Bueno. But, turn that moment into a conversation, a memory. The spookiest part of Halloween is not the ghosts and ghouls. It is not creating lasting memories that people will remember fondly.
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