Survey Finds Fewer Consumers Will Participate in Halloween Activities

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25th October 2013 13:08 - Retail

According to the NRF’s (National Retail Federation) Halloween Spending Survey, nearly 158 million consumers will participate in Halloween activities, slightly less than the survey high of 170 million people last year. Those celebrating will also have lower budgets, with the average spend expected to be around $75.03 on décor, costumes, candy and fun, down from $79.82 last year. Overall, the average spend for Halloween has increased 54.6% from 2005 – total spending is estimated to reach $6.9 billion in 2013.

According to the survey, two fifths (43.6%) of people surveyed said they plan to dress up, totalling an estimated expenditure of $2.6 billion on traditional costumes. Specifically, consumers will shell out $1.04 billion on children’s costumes, and $1.22 billion on adult costumes.

An estimated 13.8% are expected to take the extra time to find a costume for their pets, and will spend approximately $330 million. Additionally, celebrants will spend $2.08 billion on candy and $360 million on greeting cards – second only to Christmas in terms of spending on decorations.

Among respondents, one third (32.8%) will begin shopping for Halloween before the end of September, while the majority, two thirds (67.2%) will begin spending in October – two fifths (43.6) will begin the the first two weeks in October while one fifth (20%) will wait until the final two weeks.

When it comes to inspiration for costume ideas, one third (32.9%) will search online, another third (32.8%) will look in-store, and one fifth (20.8%) will seek advice from friends and family.

Despite the anticipation of Halloween, a quarter (25.2%) of U.S. consumers say the state of the economy will impact their spending plans – nearly nine tenths (86.1%) will spend less overall, up slightly from 83.5% last year.

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