Record high consumer spending expected in US for Halloween

ANKARA

A record high consumer spending is expected in the US for Halloween this year, according to data compiled by Anadolu Agency on Thursday.

Consumer spending on Halloween-related items is estimated to reach an all-time high of $10.14 billion, the National Retail Federation (NRF) data showed.

If realized, this would be an increase of 26% from $8.05 billion in 2020, found the NRF survey conducted with data provider Prosper Insights & Analytics.

More than 8,000 joined the study conducted between Sept. 1-8.

On Oct. 31, 65% of Americans are expected to celebrate Halloween or participate in related activities this year. This rate stood at 58% in 2020 during the coronavirus pandemic, and at 68% in 2019.

The celebration plans include handing out candy, the top choice for consumers with 66%, followed by decorating home or yard with 52%, dressing in costumes at 46%, carving a pumpkin at 44%, and hosting or attending a party with 25%, it said.

On average, American consumers are estimated to spend $102.74 on costumes, candy, decorations, and greeting cards, which would be $10 more than they planned to spend last year.

Households with children are much more likely to celebrate Halloween with 82%, compared to those without children at 55%, the survey showed. They are also estimated to spend more than twice on Halloween products – $149.69 compared to $73.57.

However, 93% of millennial parents are planning to celebrate the Halloween season this year, according to the National Confectioners Association.

Its survey, based on 1,500 US adults between June 3-8 showed that 82% of Americans are confident they will find safe and creative ways to celebrate the Halloween season.

The US' Centers for Disease Control and Prevention (CDC) advised adults to protect young children who are not yet eligible for vaccination.

Noting that outdoors are safer than indoors, the CDC recommended avoiding crowded and poorly ventilated spaces during Halloween.

It advised individuals to wear well-fitting masks in public indoor settings if they are not fully vaccinated.

- Top spending expected on costumes

Americans are expected to spend most on costumes, decorations and candy, respectively, in this year's Halloween, according to the NRF survey.

Total spending on costumes is anticipated to hit $3.32 billion – the highest level since 2017, according to the data.

Spending on decorations is forecast to reach $3.17 billion this year, up from $2.59 billion last year, while spending on candy is expected to reach $3 billion – up from $2.41 billion in 2020.

For children, Spiderman costumes come on top with more than 1.8 million planning to dress like him.

Over 1.6 million children plan to dress as their favorite princess, with over 1.2 million as Batman, and 1.2 million as another favorite superhero, the survey showed.

For adults, nearly 69% said they already know what their costume will be this year. More than 4.6 million plan to dress like a witch, and over 1.6 million as a vampire, 1.4 million as a ghost, and another 1.1 million as a pirate.

Amid supply bottlenecks and risk of low supply, consumers are shopping for Halloween items earlier than ever, with 45% planning to shop in September or earlier, and another 39% during the first two weeks of October.