Retailers should be able to scare up some pretty good sales this Halloween as consumer spending on holiday items could reach an all-time high of $10.14 billion, up from $8.05 billion in 2020, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics.
Plans to celebrate Halloween this year are close to pre-pandemic levels, NRF added.
According to the survey, 65% of consumers in the United States intend to celebrate or participate in Halloween activities this year, up from 58% in 2020 and comparable with 68% in 2019. Households with children are much more likely to celebrate Halloween at 82%, while those without are at 55%, still more than half.
Not only are more Americans celebrating Halloween this year, but average planned spending is also up, NRF noted. On average, U.S. consumers plan to spend $102.74 on costumes, candy, decorations and greeting cards, $10 more than was the case last year.
“Americans plan to spend more than ever to make this Halloween a memorable one,” NRF president and CEO Matthew Shay said in announcing the survey results. “Retailers have implemented a number of measures, such as bringing in Halloween products earlier than normal, to ensure their shelves are stocked with seasonal candy, décor and other items ahead of this important holiday.”
