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Halloween


HALLOWEEN PARTICIPATION RETURNS TO PRE-PANDEMIC LEVELS WITH RECORD SPENDING

For immediate release
September 19, 2022
press@nrf.com
(855) NRF-PRESS
Lottie Watts
Senior Manager, Media Relations


WASHINGTON – Participation in Halloween-related activities will resume to
pre-pandemic levels, with 69% of consumers planning to celebrate the holiday
this year, up from 65% in 2021 and comparable to 68% in 2019, according to the
National Retail Federation’s annual survey conducted by Prosper Insights &
Analytics. With the spike in participation, total Halloween spending is expected
to reach a record $10.6 billion, exceeding last year’s record of $10.1 billion.

> “Halloween is an exciting time for many families, and that enthusiasm is
> reflected in the number of Americans who plan to celebrate the holiday this
> year.”
> 
> NRF President and CEO Matthew Shay

“Halloween is an exciting time for many families, and that enthusiasm is
reflected in the number of Americans who plan to celebrate the holiday this
year,” NRF President and CEO Matthew Shay said. “As consumers continue to return
to pre-pandemic behaviors, retailers are prepared to meet that demand and help
make this holiday a fun and memorable one.”

The top ways consumers plan to celebrate include handing out candy (67%),
decorating their home or yard (51%), dressing up in costume (47%), carving a
pumpkin (44%) and throwing or attending a Halloween party (28%). Similar to last
year, one in five plan to dress their pet up in a costume. 

Consumers plan to spend $100 on average for Halloween candy, décor, cards and
costumes. This amount is on par with last year’s record of $103 and is the
second highest in the survey’s history.  



While total spending on costumes, decorations and candy is expected to reach
record levels, there was a slight drop in spending on greeting cards.
Unsurprisingly, costumes account for the biggest area of Halloween purchases.
Spending on kids’ and adult costumes is expected to total $2.9 billion, the
highest amount since 2017. Pet spending is expected to exceed last year's record
high, reaching $710 million.



Similar to recent years, Halloween enthusiasts will once again start their
shopping early, with nearly half (47%) beginning in September or earlier. Forty
percent plan to purchase their items at discount stores, 36% will go to
specialty Halloween or costume stores and 31% will shop online.

The leading source of Halloween costume inspiration remains from online searches
(36%), while one-quarter say they will look within retail stores and 19% will
get ideas from friends and family.

“Social media is playing an increasingly important role in consumer behavior,
and Halloween is no different,” Prosper Insights Executive Vice President of
Strategy Phil Rist said. “Younger consumers, particularly those under the age of
25, will look to platforms like Instagram and TikTok for costume inspiration
this year.”

Costumes Ranked: Children 

More than 2.2 million children plan to dress as Spiderman, more than 1.9 million
as their favorite princess, more than 1.6 million as a witch, and more than 1.3
million will dress as a ghost. Batman and other superheroes are tied for fifth
most popular costume, with 1.2 million children each planning to dress in
character.

Costumes Ranked: Adults

Of those planning to dress up for Halloween, 70% of adults already know what
their costume will be this year. More than 5.3 million adults plan to dress like
a witch, more than 1.7 million as a vampire, more than 1.5 million as a ghost
and more than 1.4 million as a pirate. And tied for fifth place, more than 1.2
million adults are planning a cat costume and another 1.2 million say they will
dress up as Batman.

Costumes Ranked: Pets

The most popular costumes for pet lovers include a pumpkin (9%), a hot dog (5%),
a bat (4%), a bumblebee (3%) and a witch (3%).



The survey asked 8,283 consumers about Halloween shopping plans. It was
conducted September 1-6 and has a margin of error of plus or minus 1.1
percentage points.

About NRF
The National Retail Federation, the world’s largest retail trade association,
passionately advocates for the people, brands, policies and ideas that help
retail thrive. From its headquarters in Washington, D.C., NRF empowers the
industry that powers the economy. Retail is the nation’s largest private-sector
employer, contributing $3.9 trillion to annual GDP and supporting one in four
U.S. jobs – 52 million working Americans. For over a century, NRF has been a
voice for every retailer and every retail job, educating, inspiring and
communicating the powerful impact retail has on local communities and global
economies. nrf.com

About Prosper Insights & Analytics
Prosper Insights & Analytics is a global leader in consumer intent data serving
the financial services, marketing technology, and retail industries. We provide
global authoritative market information on U.S. and China consumers via curated
insights and analytics. By integrating a variety of data including economic,
behavioral and attitudinal data, Prosper helps companies accurately predict
consumers’ future behavior to help identify market behaviors, optimize marketing
efforts, and improve the effectiveness of demand generation
campaigns. www.ProsperInsights.com

Halloween, Consumer Data, Consumer Spending, Top costumes


MORE HOLIDAY DATA

Retail Holiday and Seasonal Trends
Halloween
 

Halloween participation returns to pre-pandemic levels this year in 2022.
Read more
Halloween
Halloween Data Center
 

Find out how consumers have embraced the fright and delight of this fall holiday
over the years.
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Retail Insights and Trends
Retail Holiday and Seasonal Trends
 

Consumer spending data for retail holidays throughout the year.
Explore more
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