Halloween Will Go On—but Trick-or-Treaters May Have to Buy Their Own Candy

Participation and spend will drop slightly, but consumers will find a way to modify the holiday

Illustration of a virtual Halloween
It will be an uncertain season, but brands can connect with consumers via nostalgia for Halloweens of yore. Kacy Burdette
Headshot of Lisa Lacy

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@lisalacy lisa.lacy@adweek.com Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.