The average person celebrating will spend $74.34, compared with $77.52 last year, according to the National Retail Federation’s Halloween Consumer Spending Survey. Total spending on Halloween is expected to reach $6.9 billion.
Consumers celebrating Halloween plan to spend an average of $27.33 on costumes for the whole family, and a total of $2.5 billion on store-bought, homemade, large, and small costumes.
Those celebrating will spend the most on adult costumes, $1.2 billion, and will spend a total of $950 million on children’s costumes and $350 million on costumes for their pets.
It’s estimated that 68 million Americans will dress up this Halloween and another 20 million pet owners will dress up their pet.
Nine in 10 Halloween shoppers will buy candy, spending a total of $2.1 billion, and an additional 33.5 percent will buy greeting cards, spending a total of $330 million.
Two in five celebrants plan to decorate their home or yard, with items such as pumpkins, hay bales, life-size Minions, and black cats. The average person planning to buy decorations will spend $20.34 with total spending expected to reach $1.9 billion.
Most people will hand out candy, 67.8 percent, or dress in a costume, 43.5 percent. Forty-one percent plan to carve pumpkins. Nearly one-third of consumers plan to throw or attend a party with friends and family.
More consumers have decided to head to stores or shop online early to pick out costumes and decorations.
More than one-third of consumers started their Halloween shopping before the first of October, up slightly from 32.1 percent last year, while 40.9 percent got started in the first half of the month and one-quarter of celebrants will wait for the final weeks of October.
Similar to past years, the majority of consumers will find inspiration for their costumes online, 31.4 percent, or will head to costume shops and retail stores, 26.8 percent, before they make a final decision.
Pinterest continues to grow in popularity among those looking for costume inspiration, 13.3 percent, as this year’s percentage is nearly double the amount that used the site for inspiration three years ago, 7.1 percent.
Millennials remain the drivers of Pinterest traffic around Halloween with 24.9 percent of 18-24 year olds and 23.7 percent of 25-34 year olds using the site for costume inspiration.