According to a recent blog post on NRF, about 65% of consumers plan to celebrate Halloween this year, up from 58% in 2020. This is spurring growth in spending as consumers plan to spend an average of $102.74, marking the first time the amount has hit triple digits. Research has identified three trends that driving this change:
- Halloween is not just for kids.
55% of households without children plan to celebrate the holiday, up from 49% in 2020. Spending on Halloween costumes for adults will reach an estimated $1.49 billion, up from $1.16 billion in 2020.
- The best haunted house might be in your neighborhood.
Over half of consumers are interested in decorating this year. 52% of those celebrating Halloween plan to decorate their home or yard, and total spending is expected to reach an all-time high of $3.3 billion.
- Spooky September is here to stay.
Shopping early has become a common trend for consumers as retailers deal with supply chain shortages this holiday season. Data shows as of early September, over two-thirds of adults planning to dress up had already decided on their costume. 45% of consumers are expected to start shopping in September or sooner, up from 36% five years ago. Another 39% plan to start within the first two weeks of October, while just 16% are waiting until the end of the month.