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Americans to Spend $8 Billion on Halloween!
By: Marion Guthrie
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That's right; Halloween retail shopping is expected to reach $8 billion this year. This discovery was a result of the annual survey from the National Retail Federation conducted by BIGinsight. A record 170 million people plan to celebrate, the most in NRF's 10-year survey history.  

That 170 million translates into seven in ten Americans who, on average, will spend $79.82 on the holiday with about a third of that money ($24.25 to be exact) being used to buy candy. Interestingly, on candy purchases, men will outspend ladies by an average of $4.58. Of course, that doesn't mean the ladies won't be eating their share. Snickers and Reese's are the top-rated candy favorites with the survey respondents, who exhibit a great deal of psychological conflict over whether to actually give the candy to the treaters or eat it themselves. Can I get an "Amen!"

The survey also found that 45% of consumers plan to dress up, and the net average amount spent on costumes this year is up a few dollars from 2011 ($28.65 compared with $26.52). For costume inspiration, survey results revealed that while retail stores, online searches, and ideas from family and friends are still king, social media sites such as Facebook, Pinterest, and Twitter are gaining an edge. 

Of the people celebrating Halloween, more than half (51.4%) will decorate their home or yard, up from 49.5 percent last year. More than one-third (36.2%) will throw or attend a party and 33.2% will take children trick-or-treating. Additionally, 15.1% will ensure their furry friends are part of the fun too, by dressing their pet in costume.

Pet owners are projected to get into the Halloween spirit in a big way, spending $370 million on animal costumes. That's a 19% increase from 2011. The top pet picks include a pumpkin, a devil, and a hot dog. Even Martha Stewart is getting in on the action.

Despite record spending figures for this year’s Halloween holiday, one-fourth of U.S. consumers (25.9%) say the state of the economy will impact their Halloween plans. To compensate, most say they will spend less overall (83.5%), while others will make a costume instead of buying one (18.0%), and over one-third (36.1%) will buy less candy. Good luck with that!


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About the Author
A marketing strategist, Marion Guthrie grows businesses by developing solutions for consumer engagement. Her mantra is, "Your customers are the best marketing department you can have."
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