Participation in Halloween-related activities will resume to pre-pandemic levels, with 69% of consumers planning to celebrate the holiday this year, up from 65% in 2021 and comparable to 68% in 2019, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics. With the spike in participation, total Halloween spending is expected to reach a record US$ 10.6 billion, exceeding last year’s record of $10.1 billion.
The top ways consumers plan to celebrate include handing out candy (67%), decorating their home or yard (51%), dressing up in costume (47%), carving a pumpkin (44%) and throwing or attending a Halloween party (28%). Similar to last year, one in five plan to dress their pet up in a costume.
Consumers plan to spend US$ 100 on average for Halloween candy, décor, cards and costumes. This amount is on par with last year’s record of US$ 103 and is the second highest in the survey’s history.
Unsurprisingly, costumes account for the biggest area of Halloween purchases. Spending on kids’ and adult costumes is expected to total US$ 2.9 billion, the highest amount since 2017. Pet spending is expected to exceed last year’s record high, reaching US$ 710 million.
Similar to recent years, Halloween enthusiasts will once again start their shopping early, with nearly half (47%) beginning in September or earlier. Forty percent plan to purchase their items at discount stores, 36% will go to specialty Halloween or costume stores and 31% will shop online.
The leading source of Halloween costume inspiration remains from online searches (36%), while one-quarter say they will look within retail stores and 19% will get ideas from friends and family.
More than 2.2 million children plan to dress as Spiderman, more than 1.9 million as their favorite princess, more than 1.6 million as a witch, and more than 1.3 million will dress as a ghost. Batman and other superheroes are tied for fifth most popular costume, with 1.2 million children each planning to dress in character.