NRF: Halloween Spending to Reach $9 Billion

The following article contains excerpts from a press release issued on September 20, 2018 by the National Retail Federation.

September 20, 2018 | Americans are looking forward to splurging on their favorite candy, costumes, and decorations for Halloween this year. According to the National Retail Federation’s (NRF) annual survey conducted by Prosper Insights & Analytics, total spending for Halloween is expected to reach $9 billion, the second highest in the survey’s 14-year history and on par with 2017’s spending record of $9.1 billion.

More than 3.8 million children plan to dress as their favorite princess character, 2.5 million as their favorite superhero, 2.2 million as Batman characters, 1.9 million as their favorite Star Wars characters, and another 1.9 million will dress as a witch.

Celebrants are planning to spend an average of $86.79, slightly up from last year’s $86.13, with more than 175 million Americans planning to partake in Halloween festivities.

“The economy is good and consumer confidence is high, so families are ready to spend on Halloween this year,” said Matthew Shay, NRF’s president and CEO. “Retailers are stocking up to supply children, pets, and adults with their favorite decorations, candy, and costumes for the season.”

According to the retail trade association’s survey, consumers plan to spend $3.2 billion on costumes, $2.7 billion on decorations, $2.6 billion on candy, and $400 million on greeting cards.

Among Halloween celebrants, 70 percent plan to hand out candy, 50 percent will decorate their home or yard, 48 percent will wear costumes, 45 percent will carve a pumpkin, 32 percent will throw or attend a party, 30 percent will take their children trick-or-treating, 21 percent will visit a haunted house, and 18 percent will dress pets in costumes.

The survey asked 6,961 consumers about Halloween shopping plans between September 4 and September 12, 2018.