158 Million Americans Will Celebrate Halloween This Year
The following article is based on a press release published by the National Retail Federation (NRF) on Monday, September 23, 2013 entitled “Ghouls and Ghosts Galore, 158 Million People to Celebrate Halloween This Year, According to NRF.”
September 23, 2013 | Nearly 158 million Americans will celebrate Halloween this year, with each person expected to spend an average $75.03 on décor, costumes, candy and other playthings, according to the National Retail Federation’s (NRF) 2013 Halloween Consumer Spending Survey.
Those figures are down from 2012, when 170 million people were expected to celebrate the holiday, each spending $79.82. A quarter of U.S. consumers (25.2 percent) say they tightened their Halloween budgets this year due to the state of the economy.
However, the Halloween shopping trend over the past eight years is on the rise: since 2005, average spending for the holiday has increased by 54.7 percent, with total spending estimated to reach $6.9 billion in 2013.
“Still one of the most beloved and anticipated consumer holidays, Halloween will be far from a bust this year,” NRF President and CEO Matthew Shay said in a press release. “After a long summer, the arrival of fall will put millions of Americans in the spirit to partake in traditional and festive activities. Retailers recognize that when it comes to Halloween, consumers’ creativity abounds. We expect retailers to stock their shelves with unique costume ideas for adults, children and pets, a variety of candy options and never-seen-before home and yard decor.”
The tradition of Halloween costumes is still cherished among Americans: according to the survey, 43.6 percent of people plan to dress up, and will spend $1.04 billion on children’s costumes alone. Social media will play an important role in shaping people’s costume choices: one-third of consumers will seek inspiration online, including on Facebook (14 percent), Pintrest (10 percent) and blogs (nearly 9 percent).
In addition to donning costumes, people will celebrate the holiday with festive decorations, spending $1.96 billion on skeletons, fake cob webs, and other spooky décor.
People are apparently eager to get into the festive mood. The survey showed that nearly one-third (32.8 percent) of shoppers will begin to prepare for Halloween before September 30.
NRF’s 2013 Halloween Consumer Spending Survey was designed to gauge consumer behavior and shopping trends related to Halloween spending. On behalf of NRF, Prosper Insights & Analytics polled 5,290 consumers between September 3 through 10, 2013.
For more information, visit the NRF website.