According to the National Retail Federation a record 170 million people plan to celebrate Halloween this year, according to NRF’s 2013 Halloween consumer spending survey conducted by BIGinsight.
Seven in 10 Americans (71.5%) will get into the haunting Halloween mood, up from 68.6 percent last year and the most in NRF’s 10-year survey history. Consumers are expecting to spend more too; the average person will spend $79.82 on decorations, costumes and candy, up from $72.31 last year, with total Halloween spending expected to reach $8.0 billion.
“By the time Halloween rolls around each year it’s safe to say Americans have already spent two months preparing for one of the fastest-growing and most widely-loved holidays of the year,” said NRF President and CEO Matthew Shay. “Retailers know that when it comes to Halloween, new costume ideas for children, adults and pets, and the latest in home and yard décor top people’s shopping lists. We expect retailers to stock their shelves well ahead of time to capture the attention of eager holiday shoppers.”
When it comes to looking for Halloween costume ideas, consumers say their biggest source of inspiration is what they see in a retail store or costume shop. More than one-third (35.7 percent) will look for new ideas in a store and nearly one-quarter (23.7%) will turn to their friends and family.
Nearly half (49.5%) said they would decorate their home or yard. In fact, spending on Halloween decor ($19.79 per person) was second only to that spent for Christmas. Almost as many (47.8%) said they would carve a pumpkin. Nearly a third (32.9%) planned to take their children out trick-or-treating.
Social media will also play a role in choosing costumes: 15.2 percent will check out Facebook for inspiration and 7.1 percent will scour the visually-appealing Pinterest. Online searches will also be popular with celebrants: 33.3 percent say they will get their inspiration online. Of those buying or making costumes, the average person will spend $28.65 on costumes this year, up slightly from $26.52.
In 2012, 15% put a costume on their pet. This was more than the 14.7% who did the year before, spending $310 million in the process. The most popular pet costume was a pumpkin (12.7%), devil (6.9%) or hot dog (5.7%). Oddly enough, some pet owners wanted to confuse their animal by dressing their dog up like a cat (3.7%) or their cat like a dog (3.3%).
What are your business’ plans for turning this Halloween customer sales “wants” into sales for your business?
Are you decorating for Halloween? Do you have themed sales, coupons or promotional items ready for Halloween?
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