James Spillane
The National Retail Federation has been conducting an annual Halloween survey since 2003. Each year they project how Americans will celebrate this Spooktacular holiday, the third most popular holiday in the country.
“The economy is good and consumer confidence is high, so families are ready to spend on Halloween this year.”
Matthew Shay, NRF President and CEO
Spending for Halloween in 2018 is projected to reach a record high of $9 billion, this is roughly the same as the $9.1 billion projected in 2017, but up from $8.4 billion in 2016 and $6.9 billion in 2015.
Pets are popular this year, 20% of those celebrating the holiday plan to dress their pet in a costume, up from 16% last year.
“One of the biggest trends this year is the growth of spending on pet costumes,” Prosper Insights Executive Vice President of Strategy Phil Rist said. “Out of the 31.3 million Americans planning to dress their pets in costumes, millennials (25-34) are most likely to dress up their pets, the highest we have seen in the history of our surveys.”
Here are a few more interesting highlights from their 2018 survey.
Halloween Activities
- 175 million Americans plan to celebrate Halloween.
- 70% will hand out candy.
- 48% will wear a costume.
- 45% will carve a pumpkin.
- 30% will take their kids trick-or-treating.
Halloween Spending
- The average each household will spend on Halloween in 2018 is $86.79.
- Total projected Halloween spending is $9.1 billion.
- $3.2 billion will be spent on costumes.
- $2.7 billion will be spent on decorations.
- $2.6 billion will be spent on candy
Halloween Inspiration
- 35% will conduct an online search for Halloween ideas.
- 29% will go to a retail store to find Halloween possibilities.
- 19% will consult with friends or family.
- 16% will search Facebook for ideas.
- 16% will use Pinterest for inspiration.
Top 3 Adult Costumes
- Witch
- Vampire
- Zombie
Top 3 Kids Costumes
- Princess
- Superhero
- Batman
Top 3 Pet Costumes
- Pumpkin
- Hot Dog
- Bumble Bee
The survey asked 6,961 consumers about Halloween shopping plans. It was conducted September 4-12 and has a margin of error of plus or minus 1.2 percentage points.
Read more: How to Spend the Night at Dracula’s Castle in Transylvania this Halloween
This article was written for Business 2 Community by James Spillane.
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