Yes, we kicked off our Halloween shopping earlier than ever this year, but our budgets may be tighter.
Halloween spending for 2024 is projected to reach $11 billion, which is still less than what we spent last year. This decline in spending might be due to consumers already purchasing large animatronic decorations for their homes.
Halloween decorations have graced stores earlier than usual this year, attracting shoppers, but they may still spend less than in previous years.
According to the National Retail Federation’s annual Halloween Spending Survey, about 47% of shoppers started buying Halloween items before October, an increase from 45% last year and significantly higher than the 37% in 2019.
However, shoppers are still being selective. The overall spending for Halloween 2024 is estimated to be $11.6 billion, reflecting around a 5% decrease from the record $12.2 billion spent in 2023, as indicated by the survey.
Retailers prepared for early shoppers, showcasing Halloween decorations and costumes at places like Spirit Halloween, Home Depot, Costco, Lowe’s, and Target as early as August and September.
Katherine Cullen, vice president of industry and consumer insights at the National Retail Federation, noted, “Halloween signifies the start of the fall season for many, and consumers are excited to begin shopping for new seasonal decorations and autumn-themed products.” She emphasized that retailers are ready to cater to this early interest by providing everything needed for memorable celebrations this year.
Millennials and older Gen Z shoppers show a notable tendency to shop early, with 56% of those aged 25-34 reporting that they began their Halloween shopping ahead of October, according to the survey.
Phil Rist, executive vice president of strategy for Prosper Insights & Analytics, explained, “The trend of early Halloween shopping is primarily driven by this demographic, many of whom enjoy Halloween enough to start their shopping before October.” Nearly half of this group indicated they are eager to shop early because Halloween is their favorite holiday.
A survey of 7,945 consumers was conducted by Prosper Insights & Analytics from September 3-8, 2024, for the NRF’s Halloween spending report.
Halloween: How much do we spend?
The average individual is expected to spend $103.63 for Halloween this year, which is a decline of more than $4 from last year’s high of $108.24 per person, based on NRF surveys.
Despite this dip, Halloween spending has seen a significant increase over the last 20 years, as the average spent per person was just $48.48 in 2005.
Halloween shopping: Where does our money go?
Spending for Halloween is primarily focused on three key areas, as identified in the survey:
- Decorations – $3.8 billion
- Costumes – $3.8 billion
- Candy – $3.5 billion
Consumers also plan to spend around $500 million on greeting cards.
According to candy manufacturers, sales for the holiday may be even more successful. The National Confectioners Association has different projections for candy sales, estimating $6.4 billion for last Halloween, with a forecasted increase of 3%-5% for this year.
Since the pandemic, interest in seasonal celebrations has surged, leading to Halloween festivities starting earlier and extending well beyond October 31, stated John Downs, president and CEO of the trade association.
Popular Halloween activities
For the 72% of people eagerly anticipating Halloween this year, giving out candy is among the most enjoyable activities, according to a recent NRF survey.
Most popular Halloween activities:
- Giving out candy (67% planning to do so)
- Decorating their homes or yards (52%)
- Wearing costumes (49%)
- Carving pumpkins (43%)
- Hosting or going to a Halloween party (29%)
Most Popular Halloween Costumes for 2024
The following are the leading costumes this Halloween, based on the NRF survey:
- For Kids: Spider-Man leads the pack with an estimated 2.6 million children dressing up as the Marvel hero. Following are ghost (1.8 million), princess (1.7 million), witch (1.6 million), and favorite superhero (1.5 million).
- For Adults: Witch (5.8 million), vampire (3 million), cat (1.6 million), Batman (1.5 million), and pirate (1.4 million).
- For Pets: Pet owners enjoy dressing their pets as pumpkins (10%), hot dogs (6%), bats (4%), ghosts (3%), and bumblebees (3%).
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