Consumer spending on Halloween-related items is expected to reach an all-time high of $10.14 billion, up from $8.05 billion in 2020, according to the National Retail Federation.
An estimated 65% of Americans intend to celebrate Halloween or participate in Halloween activities, up from 58% in 2020 and comparable with 68% in 2019 before the Covid 19 pandemic. Households with children are much more likely to celebrate Halloween (82%) than those without (55%).
The top ways consumers are planning to celebrate include handing out candy (66%), decorating their home or yard (52%), dressing in costumes (46%), carving a pumpkin (44%) and hosting or attending a party (25%).
With more Americans celebrating Halloween this year, average spending is also up. On average consumers plan to spend $102.74 on costumes, candy, decorations and greeting cards — $10 more than they planned to spend last year.
Households with children are estimated to spend more than twice the amount than households without children ($149.69 compared with $73.57) on Halloween items.
The number of Americans planning to decorate for Halloween is on par with last year’s spike in interest, with spending on decorations continuing to climb to $3.17 billion, up from last year’s $2.59 billion. Total spending on costumes is the highest it has been since 2017 at $3.32 billion.
This year consumers are shopping for Halloween items earlier than ever, with 45% planning to shop in September or earlier and another 39% during the first two weeks of October.
“This year in particular, we see an emphasis on Halloween spending from families,” said Phil Rist, executive vice president of strategy for Prosper Insights, which conducts the survey for the NRF.
Interest in pet costumes remains high, with one in five intending to dress their pet up this year