Total Halloween spending should reach a record $12.2 billion in 2023, exceeding last year’s record of $10.6 billion, according to the National Retail Federation’s annual survey conducted by Prosper Insights and Analytics.
A record number of people surveyed, 73%, will participate in Halloween-related activities this year, up from 69% in 2022, NRF reported. The top planned Halloween activities include handing out candy, at 68%; decorating a home or yard, at 53%; and dressing in costume, at 50%. In a return to pre-pandemic norms, more consumers plan to throw or attend a party, at 32%, or take their children trick-or-treating, at 28%.
Per-person spending intention is also up, with consumers planning to spend a record $108.24 each, up from the previous record of $102.74 in 2021, according to NRF. Of those survey respondents planning to celebrate Halloween, 69% said they intend to buy costumes, up from 67% last year and the highest in the survey’s history. The poll suggests that total spending on costumes will reach a record $4.1 billion, up from $3.6 billion in 2022.
The survey indicated that spending on decorations, which grew in popularity during the pandemic and continues to resonate with consumers, will reach $3.9 billion. Of survey respondents celebrating Halloween, more than 77% plan to purchase decorations, on par with last year but up from 72% in 2019.
Halloween candy prospects are for spending up to $3.6 billion from $3.1 billion last year. Halloween greeting cards should reach $500 million, the survey determined, down from $600 million in 2022 but above pre-pandemic levels.
Similar to other major holidays and spending events such as back-to-school, consumers, especially younger consumers, determined to start Halloween shopping early, with 45% of those celebrating the holiday planning to begin shopping before October, similar to last year’s figure but up from 33% a decade ago.
Discount stores, at 40%, remain the leading destination for Halloween shoppers, followed by specialty Halloween/costume stores, at 39%, and online platforms, at 32%.
