‘Americans plan to spend more than ever this Halloween’

Conducted by Prosper Insights & Analytics, the survey revealed that the top ways consumers are planning to celebrate include handing out candy (66%), decorating their home or yard (52%), dressing in costumes (46%), carving a pumpkin (44%) and hosting or attending a party (25%).

With plans to celebrate Halloween close to pre-pandemic levels, “Americans plan to spend more than ever to make this Halloween a memorable one​,” said NRF President and CEO Matthew Shay

“Retailers have implemented a number of measures, such as bringing in Halloween products earlier than normal, to ensure their shelves are stocked with seasonal candy, décor and other items ahead of this important holiday.​”

An estimated 65% of Americans intend to celebrate Halloween or participate in Halloween activities this year, up from 58% in 2020 and comparable with 68% in 2019 before the COVID-19 pandemic. Households with children are much more likely to celebrate Halloween (82% ) than those without (55%).

Candy scavenger hunts

In a recent remote address to the American Association of Candy Technologists during its National Seminar, National Confectioners Association President & CEO, John Downs, said its own research shows that more people plan to get out and celebrate Halloween this year than last year, especially young parents.

“Many Americans will embrace new Halloween traditions this year, including celebrating Halloween at home with activities like candy scavenger hunts. But consumers tell us that candy is always part of the mix. After all, enjoying a few chocolate and candy treats throughout the season is how we Halloween!"​

According to the NFR, with more Americans celebrating Halloween this year, average spending is also up. On average consumers plan to spend $102.74 on costumes, candy, decorations and greeting cards — $10 more than they planned to spend last year.

Consumers are also 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.

“This year in particular, we see an emphasis on Halloween spending from families,​” Prosper Insights Executive Vice President of Strategy, Phil Rist, said. “Not only are those with children intending to spend more on Halloween-related items like costumes, they are also getting a kick start on their shopping, with more than half planning to start their shopping in September or earlier.​”