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An estimated 179 million Americans will celebrate Halloween this year, according to a recent report from the NRF. Total Halloween-related spending is expected to reach $9.1 billion, the highest amount in the NRF survey’s history, and representing a more than 8% increase from last year’s expected total of $8.4 billion.

That’s partly a function of more celebrants (72% of respondents this year versus 71% last year), but more so of growing per-celebrant spending ($86, up from $83). Two-thirds of that spending will be on costumes (totaling $3.4 billion) and candy ($2.7 billion), per the report, which surveyed more than 7,000 people about their Halloween shopping plans.

The vast majority will have almost finished their shopping by now, according to the report. More than one-third planned to start their Halloween shopping prior to October, while another 44% planned to do so during the first couple of weeks of October.

A recent report from Yesmail [download page] indicates that only 27% of marketers sent Halloween emails last year, Those emails converted at above-average rates, suggesting that some marketers were missing out on opportunities. The analysis of 8.4 billion emails sent in Q4 found that the campaigns driving the highest conversion rates were sent on the Monday of Halloween (today, for this year), announcing a flash sale reminding subscribers of a sale ending.

Returning to the NRF survey, the results indicate that online search will be where most (35%) go for inspiration, followed by retail stores (30%). As far as where celebrants plan to shop, discount scores (47%) lead the way, followed by Halloween stores (37.5%), grocery stores (25%), department stores (24%) and online (22%).

The top children’s costumes this year are again led by Action/Superhero costumes. A record share (48%) of adults plan to dress up this year, per the report, with Witch costumers emerging as their favorite.

For more data on Halloween spending and planned purchases, see the NRF survey results here.

About the Data: The results are based on a survey of 7,013 consumers conducted from September 5-13, 2017 with a margin of error of +/- 1.2% points.

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