For 11 months of the year, Tim LeBel is Mars Wrigley’s president of sales. But for the month of October, he dons a new title: chief Halloween officer.
For decades, the fall holiday has been the biggest day of the year for candy makers. In recent years, Halloween has also stretched to become a three-month season for Mars and rivals such as Hershey, Ferrero and Mondelez, and the retailers who stock their candy.
The National Retail Federation predicts consumers will spend $3.6 billion on Halloween candy this year, up from $3.1 billion last year, even as many shoppers pull back spending elsewhere.