Economic uncertainty may be causing spending wariness among some shoppers, but consumers in the United States expect to shell out even more on Halloween this year, according to the results of an Advantage Outlook survey.
Halloween 2024 sales should surpass the 2023 shopping season the tops on record, the business services provider, said.
The 2023 Halloween shopping season exceeded $12.2 billion in sales on products such as candy, home decor, costumes and decorations. This year, half of consumers said they plan to spend $51 or more on candy, while 59% expect to spend that amount on food for Halloween, up from just 21% and 29%, respectively, in 2023, according to the survey. Consumers plan similar spending increases to dress up themselves and dress up their homes for the holidays.
“Over the past four years, Halloween, like many other holidays, has proven to be a resilient investment for both retailers and consumers, even amid economic uncertainty,” says Kelly Ravestijn, senior vice president of commerce intelligence at Advantage Unified Commerce, a division of business services firm Advantage Solutions. “This trend reflects a broader consumer behavior where individuals are tightening their budgets on everyday expenses yet remain unwilling to sacrifice their cherished holidays and small luxuries. Even as they cut corners elsewhere, consumers increasingly view holidays like Halloween as non-negotiable indulgences, reinforcing their value in the retail landscape.”
