Halloween spending is expected to be up 8.3% compared to last year.
With more people celebrating, Americans will splurge on costumes, candy and pumpkins for a record $9.1 billion in Halloween spending this year, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. Last year’s previous record was $8.4 billion.
“Americans are planning to spend more than ever as they gear up for Halloween,” NRF President and CEO Matthew Shay said. “Retailers are helping customers celebrate in style with a huge selection of costumes, candy and decorations to cater to ghosts and goblins of all ages.”
Consumers are expected to spend an average $86.13, up from last year’s $82.93, with 179 million Americans planning to partake in Halloween festivities, up from 171 million in 2016. Only 12.9% say their spending will be impacted by the economy, down from 14.1% last year and a peak of 32.1% in 2011.
According to the survey, consumers plan to spend $3.4 billion on costumes (purchased by 69% of Halloween shoppers), $2.7 billion on candy (95%), another $2.7 billion on decorations (72%) and $410 million on greeting cards (37%).
Among Halloween celebrants, 71% plan to hand out candy, 49% will decorate their home or yard, 48% will wear costumes, 46% will carve a pumpkin, 35% will throw or attend a party, 31% will take their children trick-or-treating, 23% will visit a haunted house and 16% will dress pets in costumes.
Thirty-five percent of consumers will find their inspiration for the perfect costume online, while 30% will look in stores, 20% will ask friends and family, 18% will look to Facebook or Pinterest, 17% will be influenced by pop culture and 14% by print media.
When it comes to buying costumes and other Halloween supplies, 47% of shoppers will visit discount stores and 38% will go to a specialty Halloween store or costume store. In addition, 25% will visit supermarkets, 24% will buy at department stores and 22% will shop online.
“Halloween continues to be a highly anticipated holiday for Americans, who will spend a record amount this year with increases across all purchasing categories,” Prosper Insights Principal Analyst Pam Goodfellow said. “Expect consumers to be on the lookout for early-bird promotions both online and in-store as they hunt for the best items to complete their costumes and embellish their homes.”
Top Costumes
More than 3.7 million children plan to dress as their favorite action character or superhero, 2.9 million as Batman characters and another 2.9 million as their favorite princess while 2.2 million will dress as a cat, dog, monkey or other animal.
Proving that Halloween isn’t just for kids, a record number of adults (48%) plan to dress in costume this year. More than 5.8 million adults plan to dress like a witch, 3.2 million as their favorite Batman character, 3 million as an animal (cat, dog, cow, etc.), and 2.8 million as a pirate.
Pets won’t be left behind when it comes to dressing up for Halloween. Ten percent of pet lovers will dress their animal in a pumpkin costume, while 7% will dress their cat or dog as a hot dog and 4% as a dog, lion or pirate.
The survey asked 7,013 consumers about Halloween shopping plans. It was conducted Sept. 5-13 and has a margin of error of plus or minus 1.2 percentage points.
