Consumer Research: Scaring Up Shoppers for Halloween 2017

Halloween is the kickoff to the holiday season, offering retailers a glimpse what’s to come for the remainder of the year. If consumers are ghosting retailers in October, it’s likely that they won’t be in the spirit come December either. By all accounts, Halloween 2017 is shaping up to be spooktacular for retailers and brands, with consumer spending expected to reach a record $9.1 billion, up from $8.4 billion last year. Here’s research into how consumers are spending for the holiday:

More Americans plan to celebrate Halloween in 2017

179 million Americans plan to participate in Halloween festivities, up from 171 million in 2016, and the average household plans to spend just over $86 on Halloween items.

Consumers spend on costumes, candy, and decorations

Among those that celebrate, 95% plan to buy candy, 72% will purchase decorations, 69% buy costumes, 37% send greeting cards.

$3.4 billion          costumes

$2.7 billion          candy

$2.7 billion          decorations

$  .4 billion          greeting cards

Top Halloween Activities

71% hand out candy

49% dress in costume

46% carve a pumpkin

35% host/attend a party

31% trick-or-treat

23% visit a haunted house

16% dress up pet(s)

Consumers find costume inspiration everywhere

online search     35%

retail store          30%

friend/family     20%

Facebook            18%

Pinterest             18%

pop culture         17%

print media         14%

YouTube              13%

Instagram            10%

current events  8%

Consumers make their first shopping stop at discount and specialty stores

47% discount stores

38% Halloween store

25% grocery

22% online

14% craft store

11% clothing store

11% home décor store

11% thrift store

9% drug store

9% greeting card store

7% local business

6% home improvement store

Who will be visiting your front door?

Top Halloween costumes 2017

Kids

superhero

princess

animal (cat, dog, monkey, etc…)

Star Wars character

pirate

ghost

Adults

witch

superhero

animal

pirate

vampire

zombie

slasher movie villain

Pets

pumpkin

hot dog

pirate

lion

bumble bee

devil

Batman character

For more shopper insights, contact Women's Marketing.

Source: National Retail Federation Halloween Forecast 2017