Plans to celebrate Halloween are up this year from last year and are near pre-pandemic levels, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics.
“Americans plan to spend more than ever to make this Halloween a memorable one,” said NRF President and CEO Matthew Shay. âRetailers have put in place a number of measures, such as introducing Halloween products earlier than usual, to ensure their shelves are stocked with seasonal candy, decorations and more. articles before this important holiday. “
An estimated 65% of Americans plan to celebrate Halloween or participate in Halloween activities this year, up from 58% in 2020 and comparable to 68% in 2019 before the COVID-19 pandemic. Households with children are much more likely to celebrate Halloween (82%) than those without (55%).
Top ways consumers plan to celebrate include handing out candy (66%), decorating their home or garden (52%), dressing up costumes (46%), carving a pumpkin ( 44%) and organizing or attending a party (25 percent).
With more Americans celebrating Halloween this year, average spending is also on the rise. On average, consumers plan to spend $ 102.74 on costumes, candies, decorations, and greeting cards – $ 10 more than they planned to spend last year.
Households with children are estimated to spend more than twice as much as households without children ($ 149.69 vs. $ 73.57) on Halloween items. The number of Americans planning to decorate for Halloween is on par with last year’s spike in interest, with spending on decorations continuing to climb to $ 3.17 billion from $ 2.59 billion last year. Total costume spending is the highest since 2017 at $ 3.32 billion.
This year, consumers are buying Halloween items sooner than ever, 45% planning to buy in September or earlier and 39% in the first two weeks of October.
âThis year in particular, we see a focus on Halloween spending on the part of families,â said Phil Rist, executive vice president of strategy at Prosper Insights. âNot only are those with children planning to spend more on Halloween-related items like costumes, but they’re also starting to shop, with more than half planning to start shopping in September or earlier.”
Interest in pet costumes remains high, with one in five planning to dress up their pets for Halloween this year. Young adults are more likely to disguise their pets, as 28% of 18-24 year olds and 30% of 25-34 year olds plan to do so.
Suits classified: Children
Suits classified: Adults
Among those who plan to dress up for Halloween, nearly 69% of adults already know what their costume will be this year. Over 4.6 million adults plan to dress as a witch, over 1.6 million as a vampire, over 1.4 million as a ghost, over 1.1 million as a cat and 1.1 million as a pirate .
Suits classified: Pets
The most popular costumes for animal lovers include a pumpkin (10%), a hot dog (5%), a superhero or a cat (each linked at 4%) and a bumblebee (3%).
The survey asked 8,061 consumers about Halloween buying plans between September 1 and September 8. The survey has a margin of error of plus or minus 1.1 percentage points.