Consumers Not Easily Spooked by Economy

Okay, so it’s not as crucial as the all-important Christmas selling season, but the fact is, Halloween has become a major event for retailers. That said, Halloween may be a barometer of things to come after Thanksgiving. The good news is consumers will not be deterred from celebrating Halloween. According to the latest NRF Halloween survey, consumers say they plan to spend roughly $44 per household this year on Halloween candy, costumes and decorations, mirroring last year when consumers said they would spend $45.

Consumers aged 18 – 34 appear to be leading the charge as this age group plans to spend $67 on Halloween related goods, $23 more than the average. Consumers with children plan to spend $62. The Halloween season is projected to bring retailers roughly $6.9 billion in sales.

“Economic ghosts and goblins do seem to deter consumers from Halloween Spending,” said NRF President and CEO Tracy Mullin. “Adults’ fascination with Halloween has helped transform the holiday into a much needed sales boost for many retailers.”

Home decorating remains very popular as 50% of respondents indicated they plan to decorate their homes. This compares with 55 percent in 2001. Apparently, consumers do not need to throw a party to justify decorating. Of those consumers who said they would decorate their homes, 44% cite simply wanting to celebrate Halloween or the Fall season as their primary reason.

“The data in the survey validates the perception that Halloween has shifted from a one night or one weekend holiday, into an Autumn seasonal celebration, opening the promotional window for retailers through much of September and October,” said Tom Holliday, president of the Retail Advertising and Marketing Association (RAMA), a division of NRF. “More and more, we find retailers tying their marketing strategy to Halloween.”

While consumers look at a variety of store formats to purchase Halloween treats, it appears that discount retailers are the most popular destination, with 39.1% choosing discounters for their holiday needs. Specialty Halloween and party supply stores also remain popular with 25.3% of consumers taking advantage of the selection at these shops.