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NRF has been conducting its annual Halloween survey since 2003 to see how Americans will celebrate the fright and delight of this beloved autumn holiday.
With more than 179 million Americans planning to partake in Halloween festivities, up from 171 million last year, spending is slated to reach a record high in survey history. This year, consumers are expected to spend $9.1 billion, up from $8.4 billion in 2016. The top costume for children is reported to be an action hero or superhero, while the top pick for adults is a witch. Pets will not be left behind, with 10 percent of consumers dressing their pet as a pumpkin.
More than 171 million Americans plan to celebrate Halloween this year, spending an average $82.93, up from last year’s $74.34. Total spending is expected to reach $8.4 billion, an all-time high in the history of NRF’s annual survey conducted by Prosper Insights. The survey finds that 7 in 10 consumers plan to hand out candy, and nearly half will decorate their home or dress in costume.
- Halloween spending to reach $8.4 billion, highest in survey history
- Top Halloween costumes: superheroes dethrone princesses
More than 157 million Americans planned to celebrate Halloween, with eight in 10 millennials saying they were planning something fun with their friends. Total spending in 2015 was expected to top $6.9 billion, with the average American celebrating planning to spend $74 on decorations, candy, costumes and more. NRF’s 2015 Top Costumes Survey found that most pet owners surveyed planned to choose a pumpkin for their furry friend’s costume and more than 4 million adults planned to dress as a witch.
- 157 Million Americans Will Celebrate Halloween
- Minions, “Star Wars” Characters Costumes Abound for Adults, Children and Pets
More than two-thirds (67%) of Halloween celebrants in 2014 planned to buy costumes for the holiday, the most in the survey’s 11-year history. Consumers planned to spend an average of $77 on candy, decorations, costumes and other holiday merchandise, with total spending expected to have reached $7.4 billion. Additionally, Americans said they would spend more than $350 million on costumes for their furry friends.
- Record Number of Americans to Buy Halloween Costumes
- Disney’s Frozen Characters, Teenage Mutant Ninja Turtles Top Children’s Costume List
NRF’s Halloween spending survey found nearly 158 million consumers planned to celebrate in 2013, down slightly from the survey-high found in 2012. Spending dropped slightly to an average of $75 as people weighed the impact of the economy on their discretionary budgets. Popular adult costumes included Batman characters, witches and zombies, and children stuck with their beloved Disney princess and Spiderman costumes. The survey also found that one-third of those celebrating Halloween said they would begin shopping before September 30.
- Ghouls and Ghosts Galore, 158 Million People to Celebrate Halloween
- Traditional Costumes Favorites for Adults, Children This Halloween
More than 170 million people planned to trick-or-treat, check out a haunted house, host a party, decorate their yard and dress in costume in 2012, the highest amount in the survey’s 10-year history. Spending on adult, children and pet costumes reached another survey high at $2.9 billion, with pet owners specifically planning to shell out $370 million on miniature pumpkins, sharks and more for their four-legged friends. Fifty-one percent (another survey high) of those celebrating said they would decorate their home, office or yard with spooky accessories and decorations.
- There's No Spooking Spending as Seven in 10 Americans Plan to Celebrate Halloween This Year
- Pumpkin, Princess, Witch and Vampire Costumes Top Consumers Halloween Favorites, According to NRF
For the first time in the survey’s nine-year history, spending on candy topped $2 billion, and average spending per person on all Halloween items jumped from $66 to $72. Consumers had big plans for the holiday in 2011: More people than ever said they would throw or attend a party, dress themselves and their pets in costumes, and visit a haunted house. And seven in 10 Americans planned to buy decorations for their frightfully fun holiday festivities.
- Consumers Eager to Have a Frightfully Good Time This Halloween
- Halloween Trends and Spending 2011
- Zombie, Vampire, Princess Costumes Top Consumers Halloween Favorites
Results of the Halloween spending survey are released each year in late September.
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