NRF’s Annual Halloween Survey Predicts Candy, Deal with Gross sales | 2021


Client spending on Halloween-related objects is predicted to succeed in an all-time excessive of $10.14 billion, up from $8.05 billion in 2020, in keeping with the annual Nationwide Retail Federation’s Halloween survey carried out by Prosper Insights & Analytics.

Plans to have fun Halloween are up this yr in contrast with final yr — and are near pre-pandemic ranges.


“Individuals plan to spend greater than ever to make this Halloween a memorable one,” NRF President and CEO Matthew Shay mentioned in a launch. “Retailers have carried out a lot of measures, corresponding to bringing in Halloween merchandise sooner than regular, to make sure their cabinets are stocked with seasonal sweet, décor, and different objects forward of this necessary vacation.”


2021 | Halloween-related projections

65% | Proportion of Individuals who intend to have fun Halloween or take part in Halloween actions this yr (up from 58 p.c in 2020 and comparable with 68 p.c in 2019 earlier than the COVID-19 pandemic.

82% | Proportion of households with kids who will have fun Halloween. (In comparison with 55% of households with out kids).

Annual traditions

66% | Hand out sweet
52% | Embellish their dwelling or yard
46% | Gown in costumes’
25% | Internet hosting or attending a celebration

$102.74 | On common shoppers plan to spend $102.74 on costumes, sweet, decorations, and greeting playing cards $10 greater than they deliberate to spend final yr Households with kids are estimated to spend greater than twice the quantity than households with out kids ($149.69 in contrast with $73.57) on Halloween objects.

The variety of Individuals planning to brighten for Halloween is on par with final yr’s spike in curiosity, with spending on decorations persevering with to climb to $3.17 billion, up from final yr’s $2.59 billion.

Whole spending on costumes is the best it has been since 2017 — at $3.32 billion.

Halloween Developments | 2021

This yr shoppers are purchasing for Halloween objects sooner than ever, with 45 p.c planning to buy in September or earlier and one other 39 p.c in the course of the first two weeks of October.

“This yr, particularly, we see an emphasis on Halloween spending from households,” Prosper Insights Govt Vice President of Technique Phil Rist mentioned. “Not solely are these with kids meaning to spend extra on Halloween-related objects like costumes, they’re additionally getting a kick begin on their procuring, with greater than half planning to begin their procuring in September or earlier.”

Curiosity in pet costumes stays excessive with one in 5 intending to decorate their pet up for Halloween this yr. Youthful adults usually tend to costume their pets in costume, as 28 p.c of these aged 18–24 and 30 p.c of these aged 25–34 plan to take action.

Costumes: Kids

Greater than 1.8 million kids plan to decorate as Spiderman, greater than 1.6 million as their favourite princess, greater than 1.2 million as Batman and greater than 1.2 million will costume as one in every of their different favourite superheroes.

Costumes: Adults

Of these planning to decorate up for Halloween, almost 69 p.c of adults already know what their costume can be this yr. Greater than 4.6 million adults plan to decorate like a witch, greater than 1.6 million as a vampire, greater than 1.4 million as a ghost, greater than 1.1 million as a cat and one other 1.1 million as a pirate.

Costumes: Pets

The preferred costumes for pet lovers embody a pumpkin (10 p.c), sizzling canine (5 p.c), superhero or cat (every tied at 4 p.c), and bumblebee (3 p.c).

The survey requested 8,061 shoppers about Halloween procuring plans. It was carried out September 1-8 and has a margin of error of plus or minus 1.1 proportion factors.


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