There are many roads that all converged to lead to the main road of this phrase - popular on October 31 of every year. Many of the roads have to do with religious and pagan practices - all centering around the dead. Read about the history here.
In the 1930s it was a literal 'threat', or should I say plea?, used by kids as noted by this newspaper article in The Reno Evening Gazette, 1st November 1938. The article alludes to Nevada children using methods similar to the protection rackets of the Mafia. Its piece was headed 'Youngsters Shake Down Residents':
"Trick or treat was the slogan employed by Halloween pranksters who successfully extracted candy fruit from Reno residents. In return the youngsters offered protection against window soaping and other forms of annoyance." (source)
So it seems that it literally was a trick if no treat was given. I wonder how many of those kids went on to a successful career in extortion?!
These days it seems the tricks, at least among the younger children, are non-existent. Treats is guaranteed at any house/apartment that has a porch light on.
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