Costumes, Candy and Carving Pumpkins are More Popular than Ever
Halloween is right around the corner, with Halloween sections in full display at some of the major retailers. According to a study conducted by the National Retail Federation, 65% of Americans plan to celebrate Halloween this year – up from 58% last year and just slightly lower than pre-pandemic levels of 68%.
As result, Halloween holiday spending is expected to reach a record high of $10.14 Billion
Going into Halloween, the need to plan ahead is top of mind for consumers. Almost half (45%) are planning to start their holiday shopping in September or earlier this year. Many have experienced the effects of supply chain disruption one way or another, either through …
- longer delivery times
- rising costs
and are looking to avoid it by planning ahead.
“I went ahead and got started because I don’t want to be running around looking for a costume last minute, they could be out-of-stock. It is here now so might as well get it.”Bertha Estrada, mother of 9-year-old
Unsurprisingly, households with kids plan to spend more on Halloween ($149.69) when compared to households without kids ($73.57). Top spending Halloween items are:
- Greeting Cards
Over 40% of consumers plan to participate by giving candy this year, decorating their home, dressing up in a costume, and/or carving a pumpkin.
While not on the list, some are also looking forward to a re-do of new traditions they started last year – the goal is just to make this holiday a memorable one.
“The candy chute was a huge success for us – the kids decorated it and loved giving candy this way. I think we are going to do this every year going forward.”Kristen Eigenbrod, mother of 4-year-old boy
This year it will not just be kids dressing up; 25% plan to buy a costume for their pet, and 69% of adults also plan to put on a costume this year. Below are the most popular costumes, so if these are on your list make sure to get them early!
Consumers are actively searching online and looking in-store for Halloween inspiration ideas.
Following suit, Google Trends shows a noticeable uptick on Halloween searches in the last 30 days, with consumers looking for ideas on costumes, movies, decorations, and events.
Top Halloween Related Google Search Terms
Past 30 Days
|Top Queries||Rising Queries|
|Halloween Spirit||Halloween events near me|
|Halloween costumes||Halloween movies on Disney Plus|
|Halloween ideas||Halloween drawing ideas|
|Halloween movies||Halloween desktop wallpaper|
|Halloween decorations||Halloween bathroom décor|
Consumers do plan to shop several channels this year for Halloween, with Discount stores (40%), specialty Halloween/costume stores (35%) , and Online (29%) topping the list.