NRF’s annual report expects Halloween spending to soar
Consumer spending on Halloween-related items is expected to reach an all-time high of $10.14 billion, up from $8.05 billion in 2020, according to the National Retail Federation’s (NRF) annual survey conducted by Prosper Insights & Analytics. Plans to celebrate Halloween are up this year compared with last and are close to pre-pandemic levels.
“Americans plan to spend more than ever to make this Halloween a memorable one,” Matthew Shay, president of NRF, said. “Retailers have implemented a number of measures, such as bringing in Halloween products earlier than normal, to ensure their shelves are stocked with seasonal candy, décor and other items ahead of this important holiday.”
An estimated 65% of Americans intend to celebrate Halloween or participate in Halloween activities this year, up from 58% in 2020 and comparable with 68% in 2019 before the COVID-19 pandemic. Households with children are much more likely to celebrate Halloween (82%) than those without (55%).
The top ways consumers are planning to celebrate include handing out candy (66%), decorating their home or yard (52%), dressing in costumes (46%), carving a pumpkin (44%) and hosting or attending a party (25%).
With more Americans celebrating Halloween this year, average spending is also up. On average consumers plan to spend $102.74 on costumes, candy, decorations and greeting cards — $10 more than they planned to spend last year.
Households with children are estimated to spend more than twice the amount than households without children ($149.69 compared with $73.57) on Halloween items. The number of Americans planning to decorate for Halloween is on par with last year’s spike in interest, with spending on decorations continuing to climb to $3.17 billion, up from last year’s $2.59 billion. Total spending on costumes is the highest it has been since 2017 at $3.32 billion.