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
@lisalacy lisa.lacy@adweek.com Lisa Lacy is Adweek's Commerce Editor.