Different races and age groups celebrate Halloween differently, according to new research from The Collage Group, which revealed that 75% of white Americans, 71% of Hispanic Americans and 55% of Black Americans participate in the holiday.
Handing out candy to trick-or-treaters is the most popular way to celebrate with 66% of consumers doing so. Other popular ways to mark the spooky day is to watch Halloween movies, which 62% of White Americans do, and decorating homes, which 58% of Hispanic Americans do.
ā
During Halloween, chocolate and peanut butter treats are the most preferred candy for those who purchase candy to handout. Seventy-three percent of white consumers said chocolate and peanut butter are their preferred candy, followed by 61% of Black consumers. Lollipops are the most popular candy among the Black demographic and the Hispanic demographic, per the study, as 64% and 57% respectively said they prefer these treats.
ā
Halloween is marked by people of all ages but the behaviors vary. Eighty-four percent of Gen Z celebrate, followed by 81% of millennials, 69% of Gen Xers and 56% of boomers.
Among boomers, 82% hand out candy to trick-or-treaters, 53% decorate their homes and 52% eat seasonal food. Seventy percent of Gen X consumers hand out candy, 61% decorate their home and 60% watch Halloween movies. Sixty-six percent of millennials watch Halloween movies, 64% give out candy, and 59% decorate their home. Sixty-three percent of Gen Z consumers watch Halloween movies, 58% dress up and 54% eat seasonal foods.
Sixty-seven percent of consumers of all ages prefer to buy chocolate and peanut butter Halloween candy. Firty-nine percent of Gen Zers and 59% of millennials said chocolate-only. Gen Zās favorite candy is gummies.
