Seven in 10 Americans Plan to Celebrate Halloween: NRF
This article contains excerpts from a press release published on the National Retail Federation (NRF) website entitled There’s No Spooking Spending as Seven in 10 Americans Plan to Celebrate Halloween This Year.
Trick or Treat?
As ghosts, goblins, pirates and princesses of all ages prepare for this year’s Halloween spookfest, the Toy Industry Association’s trend experts have come up with a list of costumes sure to delight little monsters. [View the slideshow]
October 3, 2012 | According to the National Retail Federation (NRF), 71.5% of Americans say they will celebrate Halloween this year, up from 68.6% last year, with a record 170 million people planning to partake in the haunting holiday – the most since the NRF launched its Halloween consumer spending survey 10 years ago.
Conducted by BIGinsight, NRF’s 2012 Halloween consumer spending surveys found that the average person will spend $79.82 on decorations, costumes and candy, up from $72.31 last year, with total Halloween spending expected to reach $8 billion.
“By the time Halloween rolls around each year it’s safe to say Americans have already spent two months preparing for one of the fastest-growing and most widely-loved holidays of the year,” said NRF President and CEO Matthew Shay. “Retailers know that when it comes to Halloween, new costume ideas for children, adults and pets, and the latest in home and yard décor top people’s shopping lists. We expect retailers to stock their shelves well ahead of time to capture the attention of eager holiday shoppers.”
Social media and in-store displays will play significant roles in influencing consumers’ costume decisions. More than a third (35.7%) will look for costume ideas in store and 33.3% say they will get their inspiration online. A quarter (23.7%) reported that they will bounce ideas off friends and family members, while 15.2% and 7.1% said they will check out Facebook and Pinterest, respectively. The average person is set to spend $28.65 on costumes this year, up from $26.52 in 2011.
Slightly more than half (51.4%) who are celebrating Halloween this year will decorate their home or yard, up from slightly less than half (49.5%) last year, and 45% plan to dress in costume, versus 43.9% in 2011.
Despite record spending figures for Halloween 2012, a quarter of U.S. consumers (25.9%) say the state of the economy will impact their Halloween plans. To compensate, most say they will spend less overall (83.5%), while others will make a costume instead of buying one (18.0%), and more than a third (36.1%) aim to buy less candy.
About the Survey
NRF’s 2012 Halloween consumer spending surveys (conducted by BIGinsight) were designed to gauge consumer behavior and shopping trends related to Halloween spending. The poll of 9,393 consumers was conducted from September 5-11, 2012. The consumer polls have a margin of error of plus or minus 1.0 percent.