After a Halloween-less past year, Americans plan to spend more than ever on Halloween-related items with consumer spending around the holiday projected to reach an all-time high of $10.14 billion. That’s up from $8.05 billion in 2020 according to the National Retail Federation’s (NRF) annual survey conducted by Prosper Insights & Analytics.
With retailers bringing in Halloween merchandise earlier than normal this year, consumers are getting a headstart on their Halloween shopping. Forty-five percent plan to shop in September or earlier and another 39 percent during the first two weeks of October. This gives marketers an opportunity to start their Halloween campaigns early and get a leg up on competitors.
On average, US consumers celebrating Halloween this year plan to spend $102.74 on costumes, candy, decorations and greeting cards—$10 more than they planned to spend in 2020.
Households with kids are estimated to spend more than twice the amount than households without children ($149.69 compared with $73.57) on Halloween items. Spending on Halloween decorations continues to climb and is expected to reach $3.17 billion, up from last year’s $2.59 billion.
At $3.32 billion, the NRF says total spending on Halloween costumes is the highest it’s ever been since 2017. Over 1.8 million children plan to dress as Spiderman, more than 1.6 million as their favorite princess, more than 1.2 million as Batman and more than 1.2 million as their other favorite superheroes.
As for adults, about 69 percent already have their costumes planned. More than 4.6 million will dress like a witch. Other top costume choices for adults this year include a vampire, a ghost, a cat and a pirate.
One in five plan to dress their pet up for the holiday this year—28 percent of those aged 18-24 and 30 percent of those aged 25-34. The most popular costumes for furry friends this year include a pumpkin, hotdog, superhero and bumblebee.
Halloween celebration plans are also on the up and up, with an estimated 65 percent of Americans intending to celebrate Halloween or participate in Halloween activities—not too far off from the 68 percent in 2019 before the pandemic and slightly higher than the 58 percent in 2020.
The top Halloween activities consumers plan to engage in include handing out candy (66 percent), decorating their home or yard (52 percent), dressing in costumes (46 percent) and carving a pumpkin (44 percent). Just a quarter of Americans plan to host or attend a Halloween party this year.
The NRF’s findings are based on responses from 8,061 consumers during a survey conducted from September 1 to 8.