National Retail Federation Consumer Survey Shows Spirited Sales for Halloween

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Consumer spending on 2021 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 annual survey.

“Americans plan to spend more than ever to make this Halloween a memorable one,” NRF President and CEO Matthew Shay said. “Retailers have implemented a number of measures, such as bringing in Halloween products earlier than normal, to ensure their shelves are stocked with seasonal candy, décor and other items ahead of this important holiday.”

An estimated 65 percent of Americans intend to celebrate Halloween or participate in Halloween activities this year, up from 58 percent in 2020 and comparable with 68 percent in 2019 before the COVID-19 pandemic. Households with children are much more likely to celebrate Halloween (82 percent) than those without (55 percent).

The top ways consumers are planning to celebrate include:

  • Distributing candy (66 percent)
  • Decorating their home or yard (52 percent)
  • Dressing in costumes (46 percent)
  • Carving a pumpkin (44 percent)
  • Hosting or attending a party (25 percent)

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.

Total spending on costumes is the highest it has been since 2017 at $3.32 billion.

More Halloween spending data are at the National Retail Federation.

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