Halloween aficionados plan to pay out $1.81 billion this year for children’s costumes, $1.57 billion for candy, $1.31 billion for decorations and $260 million for greeting cards, according to the National Retail Federation’s (NRF) Consumer Intentions and Actions Survey.
Region by region, the spending levels are pretty even, though Southerners will part with a little more money than others. The West comes in right behind the South, with the Northeast and Midwest barely lagging behind and nearly tied with one another. Halloween seems to be an equal opportunity time to get silly.
The average consumer expects to spend $21.57 on children’s costumes, $18.72 on candy, $15.63 on decorations and $3.14 on greeting cards.
Of respondents who indicate plans to celebrate Halloween, most (73.4 percent) will hand out candy to trick-or-treaters. Nearly 50 percent will decorate their home or yard (Halloween being the second biggest decorating holiday after Christmas), 43.1 percent will carve a pumpkin, 34 percent will wear a costume, 31.8 percent will go with their children while they trick or treat, 29.7 percent will either throw a party or attend a party and 17.2 percent will visit a haunted house. Boo!
The age group planning to spend the most on Halloween is 35-44, followed by 18-24; 25-34; 45-54; 55-64; and 65 plus.
This survey seems pretty accurate. I am tracking close to the average in the only category where I have indulged so far — handing over $16 for four pumpkins. (I bought another once since my last post.) Oh, and I got those cute pumpkin napkins. If Martha Stewart — the Halloween Queen — has any say in the matter, I’m not done yet.
Well, geez, it is fun.
The NRF survey was conducted by BIGresearch