Cooler fall weather may bring cooler sales this Halloween, as fewer Americans plan to celebrate the spooktacular holiday. According to the National Retail Federation's (NRF) Halloween Spending Survey conducted by Prosper Insights & Analytics, nearly 158 million consumers will participate in Halloween activities, slightly less than the survey high of 170 million people last year.
Those celebrating Halloween this year will also trim their budgets, with the average celebrant expected to spend $75.03 on décor, costumes, candy and fun, down from $79.82 last year. Overall, average spending on Halloween has increased 54.7 percent since 2005, with total spending estimated to reach $6.9 billion in 2013.*
"Still one of the most beloved and anticipated consumer holidays, Halloween will be far from a bust this year," said NRF President and CEO Matthew Shay. "After a long summer, the arrival of fall will put millions of Americans in the spirit to partake in traditional and festive activities. Retailers recognize that when it comes to Halloween, consumers' creativity abounds. We expect retailers to stock their shelves with unique costume ideas for adults, children and pets, a variety of candy options and never-seen-before home and yard decor."
One of the most cherished parts of the consumer holiday – dressing in costume – will once again be popular with celebrants. According to the survey, 43.6 percent of people plan to dress up and will spend a total of $2.6 billion on traditional and awe-inspiring costumes. Specifically, consumers will shell out $1.04 billion on children's costumes, and $1.22 billion on adult costumes.
When it comes to pets, 13.8 percent of those celebrating will take the extra time to find the perfect costume for their favorite four-legged friend, 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, Americans will spend $1.96 billion on life-size skeletons, fake cob webs, mantle pieces and other festive decorations.