Consumer Behavior

Halloween consumer spend may break 2021 record

Photo by istock.com

September 29, 2022

Halloween spending is expected to hit a record $10.6 billion, a robust increase compared to 2021's record of $10.1 billion.

Along with spending more, consumers are predicted to be participating in Halloween activities on par with pre-pandemic levels, according to a National Retail Federation survey conducted by Prosper Insight & Analytics. Last year 65% of consumers took part in activities and that number is expected to jump to 69% this year, according to a press release on the survey findings.

"Halloween is an exciting time for many families, and that enthusiasm is reflected in the number of Americans who plan to celebrate the holiday this year," NRF President and CEO Matthew Shay said in the release. "As consumers continue to return to pre-pandemic behaviors, retailers are prepared to meet that demand and help make this holiday a fun and memorable one."

The top ways consumers plan to celebrate include handing out candy (67%), decorating their home or yard (51%), dressing up in a costume (47%), carving a pumpkin (44%) and throwing or attending a Halloween party (28%). Consumers plan to spend $100 on average for Halloween candy, décor, cards and costumes. This amount is on par with last year's record of $103 and is the second highest in the survey's history.

Similar to last year, one in five plan to dress their pet up in a costume. The most popular costumes for pet lovers include a pumpkin (9%), a hot dog (5%), a bat (4%), a bumblebee (3%) and a witch (3%).

The survey polled 8,283 consumers and was conducted Sept. 1-6 and has a margin of error of plus or minus 1.1 percentage points.