Nearly half of Halloween shoppers have already purchased seasonal items, and spending this fall is expected to reach near record highs, according to the National Retail Federation’s annual survey.
The survey of nearly 8,000 consumers found that 47% of participants started shopping before October this year, up from just 37% in 2019 and 32% in 2014. NRF projects that total U.S. spending on Halloween in 2024 will reach $11.6 billion, close to last year’s record. -Set at $12.2 billion.
“Halloween marks the start of an important period of preparation for the holiday shopping season,” said Todd Griffin, president of the Kentucky Retail Federation. “Seeing people shop earlier may indicate that holiday shopping is starting earlier, continuing a larger trend as people spread out their purchases.”
Personal consumption spending during the Halloween season is expected to average about $104, just shy of last year’s record of $108.24.
Among spending categories, Americans plan to spend $3.8 billion on costumes, $3.8 billion on decorations, $3.5 billion on candy, and $500 million on greeting cards. Discount stores (37%) continue to be the top destination for purchasing Halloween items, followed by Halloween/costume specialty stores (33%) and online marketplaces (33%).
According to a 2024 NRF study, the most popular Halloween costumes for kids this year include Spider-Man, ghosts, princesses, witches, and superheroes. Among adults, the top choices were witches, vampires, cats, Batman, and pirates. For those dressing up as pets, pumpkins, hot dogs, bats, ghosts and bumblebees were among the top costumes.
Total consumer spending on costumes is expected to be similar to last year, with $1.8 billion for adult costumes, $1.3 billion for children’s costumes, and $700 million for pet costumes.
“Kentucky retailers take pride in offering customers the wide selection and value they want,” Griffin added. “Whether you’re shopping for fun decorations, spooky costumes, or delicious treats this Halloween, our retailers, big and small, are here to help.”
For more information about the Kentucky Retail Federation, visit kyretail.com.
Kentucky Retail Federation
