NRF: 158M to celebrate Halloween

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NRF: 158M to celebrate Halloween


Consumers plan to spend almost as much on Halloween decorations as they plan to spend on Halloween candy, according to the National Retail Federation.

The association’s survey shows consumers will spend $2.08 billion on candy, $1.96 billion on decorations and $360 million on greeting cards.

Nearly 158 million consumers will participate in Halloween activities, slightly less than the historic high of 170 million people last year. New figures from the National Retail Federation (NRF) indicate the average consumer will spend $75.03 on Halloween this year, down 6% from $79.82 last year.

However, average overall spending on Halloween has increased 54.7% since 2005, with total spending estimated to reach $6.9 billion in 2013. Other NRF figures include:

  • About 44% of people plan to dress up and will spend a total of $2.6 billion on costumes, including $1.04 billion for children’s costumes and $1.22 billion for adult costumes.

  • One-fourth of U.S. consumers (25.2%) say the state of the economy will impact their Halloween spending plans and nearly 9-in-10 (86.1%) will spend less overall, up slightly from 83.5% last year. In addition, 32.7% will buy less candy and 18.1% will make a costume instead of buying one.

  • About 14% of consumers plan to buy a pet costume and will spend a total of $330 million.

  • The average person buying or making a costume will spend $27.85, similar to the $28.65 spent last year. 

“Still one of the most beloved and anticipated consumer holidays, Halloween will be far from a bust this year,” said NRF president and CEO Matthew Shay. “After a long summer, the arrival of fall will put millions of Americans in the spirit to partake in traditional and festive activities. Retailers recognize that when it comes to Halloween, consumers’ creativity abounds. We expect retailers to stock their shelves with unique costume ideas for adults, children and pets, a variety of candy options and never-seen-before home and yard decor.”

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