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4th Annual Halloween by the Numbers – 2019

It’s that time of year again, our 4th annual Halloween by the Numbers!

Each year the National Retail Federation conducts a study on what US consumers are purchasing for Halloween, how much they are spending, activities they will participate in, and more.

172 million people plan to celebrate Halloween 2019, 68% of those surveyed.

This year costume and decoration spending is expected to reach a “near-record” amount.  However, spending is expected to be down from 2018’s $9 billion, to $8.8 billion, averaging out to $86.24 per person.

Online Inspiration

Online searching is the top source of Halloween inspiration.

  1. 35% of consumer surveyed cite online search as inspiration.

  2. 28% of consumers surveyed cite window shopping, browsing in stores, as inspiration.

  3. 20% of consumers surveyed cite friends and family as inspiration.

Inspiration from Social Media has increased in 2019, with Pinterest, YouTube and Instagram as the top platforms for Halloween ideas.  Breaking it down further, more women use Pinterest and more men use YouTube.  Instagram was split nearly evenly between both sexes.

“Spending hasn’t changed much over the past few years, but we are seeing a noticeable increase in consumers whose Halloween purchases are inspired by their friends, neighbors and even celebrities on social media,” NRF President and CEO Matthew Shay said. “Retailers expect to have another strong Halloween season and have stocked up on candy, decorations and the season’s most popular costumes.”

Top Costumes

While Halloween is primarily a children’s holiday, adults and pets get in on the action too.

Top 5 Costumes for Children

  1. Princess

  2. Superhero

  3. Spider-Man

  4. Avengers Character

  5. Batman

Top 5 Costumes for Adults

  1. Witch

  2. Vampire

  3. Superhero

  4. Pirate

  5. Zombie

Top 5 Costumes for Pets

  1. Pumpkin

  2. Hot Dog

  3. Superhero

  4. Bumble Bee

  5. Cat

Just the Stats

Other statistics of note found in the survey include:

  1. 69% plan to hand out candy.

  2. 49% plan to decorate their home.

  3. 47% will dress in costume.

  4. 44% will carve a pumpkin.

  5. 29% will take their kids trick-or-treating.

  6. 17% will dress their pets in costume.


#youtube #halloween2019 #consumermarketing #costumes #socialmarketing #nationalretailfederation #halloween #pinterest #instagram

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