Halloween spending is likely to reach $11.6 billion after last year’s record-setting $12.2 billion spend, according to the National Retail Federation’s annual survey conducted by Prosper Insights and Analytics.
Survey respondents who said they would take part in Halloween season shopping plan to spend an average of $103.63, NRF reported, about $4.62 less than last year’s record of $108.24.
Halloween shoppers arose earlier than might have been expected this year, with 47% of survey participants beginning to haunt stores before October. The figure represents a significant increase in early shopping up from 37% five years ago and 32% in 2014. The main reasons for getting ahead of the game shared by early shoppers include looking forward to the fall season, at 48%; avoiding the stress of last-minute shopping, at 38%; or because Halloween is one of their favorite holidays, at 37%, NRF stated.
Although the intended spending is down a bit, almost as many survey respondents said they would celebrate the occasion this year, at 72%, versus the record-setting 73% in 2023. Top holiday activities include handing out candy, for 67%; decorating homes or yards, for 52%; dressing up in costume, for 49%; carving a pumpkin, for 43%; and throwing or attending a party, for 29%.
Across product categories, the survey indicated that candy will still take a big bite out of Halloween spending at $3.5 billion with other big sales segments including decorations at $3.8 billion, costumes at $3.8 billion and greeting cards at $500 million.
Discount stores, at 37%, remain the top destination for holiday shoppers, followed by specialty Halloween/costume stores at 33%, and online at 33%.
“Halloween marks the official transition to the fall season for many Americans, and consumers are eager to get a jump start on purchasing new seasonal décor and other autumnal items,” said Katherine Cullen, NRF vice president of industry and consumer insights. “Retailers are prepared to meet this early demand by offering shoppers all the holiday essentials to make this year’s celebrations memorable.”
Phil Rist, Prosper executive vice president of strategy added, “Interest in early Halloween shopping continues to be dominated by the 25-34 age group, with 56% of shoppers in this group kicking off their shopping before October. Their love of the holiday is a key factor in this trend, with nearly half of this segment sharing that they plan to shop early because Halloween is their favorite holiday.”
