Halloween hit stores extra early this year and shoppers bought into it – but may eventually spend a bit less than last year.
Nearly half of consumers (47%) began their Halloween purchasing before October, up from 45% last year – and much higher than in 2019 when 37% of shoppers said they started early, according to the National Retail Federation's annual Halloween Spending Survey.
Shoppers may still be choosy, however. Total Halloween 2024 spending is estimated at $11.6 billion, about 5% below 2023's record-setting spending mark of $12.2 billion, the trade association's survey found.
Retailers were ready for early shoppers with destinations for Halloween decorations and costumes such as Spirit Halloween, Home Depot, Costco, Lowe's and Target all having their spooky holiday selections on display in August or early September.
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“Halloween marks the official transition to the fall season for many Americans, and consumers are eager to get a jump-start on purchasing new seasonal décor and other autumnal items,” said Katherine Cullen, vice president of industry and consumer insights for the National Retail Federation, in a statement with the survey findings. “Retailers are prepared to meet this early demand by offering shoppers all the holiday essentials to make this year’s celebrations memorable.”
Millennials and older Gen Z shoppers were more likely to say they would be early shoppers, with 56% of those aged 25-34 saying they shopped early, according to the survey.
"Interest in early Halloween shopping continues to be dominated by … this group kicking off their shopping before October,” said Phil Rist, executive vice president of strategy for Prosper Insights & Analytics, which conducted the survey. “Their love of the holiday is a key factor in this trend, with nearly half of this segment sharing that they plan to shop early because Halloween is their favorite holiday.”
Prosper Insights & Analytics surveyed 7,945 consumers from Sept. 3-8, 2024 for the NRF's Halloween survey.
The average person is expected to spend $103.63 on Halloween – that's down more than $4 from last year’s record spending average of $108.24, according to the NRF's surveys.
Still, Halloween spending has more than doubled over the past two decades when the average spent per person was $48.48 in 2005.
Anticipated spending on Halloween is largely devoted to three major categories, the survey found:
Shoppers also expect to spend about $500 million on greeting cards.
Candy makers say holiday sales may be even sweeter. The National Confectioners Association arrived at different numbers on candy sales: $6.4 billion for Halloween last year, with an expected increase of 3%-5% this year.
Ever since the pandemic, seasonal celebrations have been more popular with interest in Halloween "starting earlier in the year and extending festivities far beyond October 31," said the trade association's president and CEO John Downs in a statement.
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Handing out candy is one of the highlights of the Halloween season for the 72% of consumers who plan to celebrate this year, the NRF survey found.
Top Halloween celebration plans:
Here's the top costumes for this Halloween, according to the NRF survey:
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