NRF: Consumers Expected to Spend a Record $9.1 Billion on Halloween
This article contains excerpts from a September 21 press release from the National Retail Federation titled “Halloween Spending to Reach Record $9.1 Billion.”
September 21, 2017 | With more people celebrating, Americans will splurge on costumes, candy, and pumpkins for a record $9.1 billion in Halloween spending this year, up 8.3 percent from last year’s previous record of $8.4 billion, according to the National Retail Federation’s (NRF) annual survey conducted by Prosper Insights & Analytics.
“Americans are planning to spend more than ever as they gear up for Halloween,” says NRF President and CEO Matthew Shay in a press release. “Retailers are helping customers celebrate in style with a huge selection of costumes, candy, and decorations to cater to ghosts and goblins of all ages.”
Consumers are expected to spend an average $86.13, up from last year’s $82.93, with 179 million Americans planning to partake in Halloween festivities, up from 171 million in 2016.
Costumes will take up the bulk of the spending. According to the survey, consumers plan to spend $3.4 billion on costumes, $2.7 billion on candy, another $2.7 billion on decorations, and $410 million on greeting cards.
When it comes to favorite costumes, more than 3.7 million children (7.1 percent) plan to dress as their favorite action character or superhero, 2.9 million (5.5 percent) as Batman characters, and another 2.9 million (5.5 percent) as their favorite princess. Other popular children’s costumes include favorite animals, Spider-Man, and Star Wars characters.
The NRF survey, which asked 7,013 consumers about Halloween shopping plans, was conducted September 5 to 13, 2017.