Consumer spending on Halloween-related items is expected to reach an all-time high of $10.14 billion, up from $8.05 billion in 2021, according to the annual National Retail Federation’s Halloween survey conducted by Prosper Insights & Analytics.
Plans to celebrate Halloween are up this year compared with last year — and are close to pre-pandemic levels.
“Americans plan to spend more than ever to make this Halloween a memorable one,” NRF President and CEO Matthew Shay said in a release. “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.”
2021 | Halloween-related projections
65% | Percentage of Americans who intend to celebrate Halloween or participate in Halloween activities this year (up from 58 percent in 2020 and comparable with 68 percent in 2019 before the COVID-19 pandemic.
82% | Percentage of households with children who will celebrate Halloween. (Compared to 55% of households without children).
66% | Hand out candy
52% | Decorate their home or yard
46% | Dress in costumes’
25% | Hosting or attending a party
$102.74 | On average consumers plan to spend $102.74 on costumes, candy, decorations, and greeting cards $10 more than they planned to spend last year Households with children are estimated to spend more than twice the amount than households without children ($149.69 compared with $73.57) on Halloween items.
The number of Americans planning to decorate for Halloween is on par with last year’s spike in interest, with spending on decorations continuing to climb to $3.17 billion, up from last year’s $2.59 billion.
Total spending on costumes is the highest it has been since 2017 — at $3.32 billion.
Halloween Trends | 2021
This year consumers are shopping for Halloween items earlier than ever, with 45 percent planning to shop in September or earlier and another 39 percent 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.”
Interest in pet costumes remains high with one in five intending to dress their pet up for Halloween this year. Younger adults are more likely to dress their pets in costume, as 28 percent of those aged 18–24 and 30 percent of those aged 25–34 plan to do so.
More than 1.8 million children plan to dress as Spiderman, more than 1.6 million as their favorite princess, more than 1.2 million as Batman and more than 1.2 million will dress as one of their other favorite superheroes.
Of those planning to dress up for Halloween, nearly 69 percent of adults already know what their costume will be this year. More than 4.6 million adults plan to dress like a witch, more than 1.6 million as a vampire, more than 1.4 million as a ghost, more than 1.1 million as a cat and another 1.1 million as a pirate.
The most popular costumes for pet lovers include a pumpkin (10 percent), hot dog (5 percent), superhero or cat (each tied at 4 percent), and bumblebee (3 percent).
The survey asked 8,061 consumers about Halloween shopping plans. It was conducted September 1-8 and has a margin of error of plus or minus 1.1 percentage points.