(Roughly) Daily

Tomorrow’s the big day– by some counts, the second biggest holiday of the year. The National Retail Federation’s annual Halloween survey of more than 7,900 consumers found 72% plan to celebrate the holiday with 67% of those planning to hand out candy. We’ll an average of $103.63 (about $4.62 less than last year’s record of $108.24), the survey found. In total, Halloween spending is expected to reach $11.6 billion, with candy sales at an estimated $3.5 billion.

Axios on how those sugary purchases are allocated…

Chocolate is America’s favorite Halloween candy, with Reese’s Peanut Butter Cups once again the top choice in an overwhelming majority of states, according to data from Instacart.

The big picture: The chocolate peanut butter candy was the top-selling candy in 40 states based on Instacart grocery sales last year. Chocolate was a key ingredient in eight of the top 10 candies.

After Reese’s, regular M&M’s were the next most popular candy andthe favorite in northwestern and midwestern states like Montana, Nebraska, North Dakota and South Dakota. Peanut M&M’s were the most purchased Halloween candy in Hawaii, Idaho and Utah, Instacart found.

… Reese’s is also the reigning king of Easter candy, with its eggs ranked as the top purchased candy and cups the No. 3 candy, based on 2023 Instacart data.

Candy corn was the most-searched candy in 34 states between Sept. 3 and Oct. 3, according to Google Trends. Candy corn accounts for 84% of all searches around Halloween candy, according to Captify search data shared with Axios…

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The estimable Ernie Smith weighs in on the mawkish mock maize as part of a meditation on Butterfingers…

… In the process of my research into the fragility of Butterfinger bars, I ran across an interesting fact about trying to recreate Butterfingers in your own kitchen that I didn’t think fit into the above narrative, but is worth diving into separately. Simply put, one of the most popular ways to make homemade Butterfingers involves using candy corn. It apparently does a good job of recreating the flavor of a Butterfinger, if not the exact texture.

The nice thing about candy corn, in the context of this recipe, is that it includes most of the main ingredients of the toffee part of butterfingers. That makes it possible to greatly simplify the recipe for people who want to make Butterfingers at home. (Plus, the orange-and-yellow parts of candy corn make for a decent food-coloring match to the innards of Nestlé-era Butterfingers, even if the cornflakes, key to the texture, aren’t part of the recipe.)

Now, finding out that candy corn can be used as a key ingredient in a Butterfinger recipe is sort of like finding out that your favorite dessert is made of candle wax. (Fun fact: Despite its generic-seeming nature, it’s mostly sold by a single manufacturer, Brach’s.)

But there’s a method to the madness.

See, when broken down, candy corn is made of fondant and confectioner’s glaze. Another way of putting it: A piece of candy corn is essentially the candy form of the chalky icing used on wedding cakes, which is then covered in waxy insect secretions. Awesome.

Find that last part kind of gross? Well, you should stop eating Milk Duds, Whoppers, Raisinets, and jelly beans, because they all use it. You’ve been eating food-grade shellac all your life and didn’t even know it.

So, let’s spend a minute talking about shellac: The fact that so many candies use this is actually a significant problem for the globalization of candy. In India, for example, it’s likely to leave out entire classes of consumers, as shellac isn’t considered vegetarian. Periodically, as noted in this 2009 Scientific American piece, we’ve looked for alternatives to confectioner’s glaze, but given that it remains a surprisingly large industry to this day—a recent Business Insider video put the sector’s value at $167 million. (Ironically, shellac was discovered in India, and remains the largest manufacturer of the material.)

If you’re OK with all that, making your own Butterfingers at home is apparently way easier if you use melted candy corns as a base. Just note that shellac isn’t usually part of the ingredient list..

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Apposite: “Stephen Follows on the horror movie boom.”

* Tim Burton

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As we dish out the delights, we might recall that it was on this date in 2003 that a thousand Halloween costumes were inspired– Wicked premiered on Broadway. A musical with music and lyrics by Stephen Schwartz and a book by Winnie Holzman, it is a loose adaptation of the 1995 Gregory Maguire novel Wicked: The Life and Times of the Wicked Witch of the West, which in turn is based on L. Frank Baum‘s 1900 novel The Wonderful Wizard of Oz and its 1939 film adaptation.

The show was nominated for ten Tony Awards in 2004, including Best Musical, Book, Orchestrations, Original Score, Choreography, Costume Design, Lighting Design, Scenic Design, with two nominations for Best Actress – for Idina Menzel and Kristin Chenoweth. Menzel won the Best Actress award, and the show also won the Award for Best Scenic Design and Best Costume Design (notably losing Best Book, Original Score and ultimately Best Musical to Avenue Q). The same year, the show also won 6 Drama Desk Awards out of 11 nominations, including Outstanding Musical, Book, Director, and Costume Design.

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