Halloween Spending Expected to Scare up Record Sales

Inflation can’t scare off Halloween, with spending on candy, decorations, costumes and accessories expected to reach a record $10.6 billion, topping last year’s high of $10.1 billion.

Participation in Halloween-centric events is anticipated to return to pre-pandemic levels, with 69% of consumers saying they are celebrating Halloween this year, up from 65% in 2021, according to the National Retail Federation’s annual survey.

“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,” said NRF President and CEO Matthew Shay. 

Learn more: Mastercard Expects Consumers to Spend 7.1% More During Holidays

Survey respondents said they will likely spend $100 on average for Halloween candy, decorations, cards and costumes. Last year, the average consumer spent a record $103, the second-highest amount in the survey’s history. 

There was a slight drop in spending on greeting cards, with spending on costumes accounting for the largest total of Halloween purchases. Child and adult costume spending is anticipated to hit $2.9 billion, the highest amount since 2017. Pet spending should top 2021’s record high, reaching $710 million.

Related: Supermarkets Targeting Bigger Holiday Spend

The majority of respondents, 36%, continue to get ideas for Halloween costumes from online searches, while 25% said they plan to browse physical stores and 19% will ask friends and family.

“Social media is playing an increasingly important role in consumer behavior, and Halloween is no different,” said Phil Rist, Prosper Insights executive vice president of strategy. “Younger consumers, particularly those under the age of 25, will look to platforms like Instagram and TikTok for costume inspiration this year.”

Handing out candy is how 67% of consumers will take part in Halloween, while 51% will decorate their home or yard and 47% plan to dress up in costume. Forty-four percent expect to carve a pumpkin and 28% plan to throw or attend a Halloween party, and 1 in 5 plan to dress their pet up in a costume.