The maker of Reese’s Peanut Butter Cups and Hershey bars is cutting back on Halloween-related packaging this year. With the Halloween and Christmas seasons being two of the biggest sales periods, packaging is important for Hershey (NYSE:HSY).
Unlike last year’s heavy emphasis on spooky-themed Halloween wrappers, this year the focus is on fall and the changing of the seasons, reports The Wall Street Journal. Still, Hershey isn’t entirely walking away from the scary theme. It will remain a significant presence in the coming holiday. The company hasn’t disclosed what percentage of products will maintain the spooky theme vs the fall theme.
Seasonal packaging became a problem last year for Hershey when it made more Halloween goodies than consumers wanted and was stuck selling them afterward at discounted rates. This hurt Hershey’s bottom line, so the company is trying to avoid a repeat in 2012.
Hershey is being cautious because the season also comes following a 2011 in which it began raising prices on regular products by 10%. This year, that hike is getting applied to seasonal specialties as well.