By Christina O’Flaherty
Cue the spooky decorations, bite-sized candies and superhero costumes.
More than 171 million Americans will celebrate Halloween this year, each spending an estimated average of $82.93, up from last year’s $74.34, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics. That’s an all-time high of $8.4 billion.
What will consumers be spending their celebratory dollars on? Lots of candy and decorations, with 70 percent of NRF survey respondents planning on decking out their homes with frightful and delightful decorations.
What Americans Plan to Purchase for Halloween
Costumes: 67% (Spending $3.1 Billion)
Candy: 94% (Spending $2.1 Billion)
Decorations: 70% (Spending $2.4 Billion)
Greeting Cards: 35% (Spending $290 Million)
While some people start preparing in September, the month of October sees the most activity. “Consumers are eager to celebrate Halloween,” says Prosper Insights Principal Analyst Pam Goodfellow, “especially given that eight in 10 Americans will shop by mid-October.”
A key takeaway for retailers is to use this spirited season for special promotions. “Retailers are preparing for the day by offering a wide variety of options in costumes, decorations and candy, while being aggressive with their promotions to capture the most out of this shopping event,” said NRF President and CEO Matthew Shay.
Shop the Halloween category, as well as all seasons and holidays, during Markets and year-round at AmericasMart. For more information, visit AmericasMart.com.
Data courtesy of the National Retail Federation.