Participation in Halloween-related activities in the United States will resume to pre-pandemic levels, with 69 per cent of consumers planning to celebrate the holiday this year, up from 65 per cent in 2021 and comparable to 68 per cent in 2019, according to the National Retail Federation’s (NRF) annual survey conducted by Prosper Insights & Analytics.

With the rise in participation, total Halloween spending is expected to reach a record $10.6 billion, exceeding last year’s record of $10.1 billion, NRF said in a release.

The top ways consumers plan to celebrate include handing out candy (67 per cent), decorating their home or yard (51 per cent), dressing up in costume (47 per cent), carving a pumpkin (44 per cent) and throwing or attending a Halloween party (28 per cent). Similar to last year, one in five plan to dress their pet up in a costume.

Consumers plan to spend $100 on average for Halloween candy, décor, cards and costumes. This amount is on par with last year’s record of $103 and is the second highest in the survey’s history. 

While total spending on costumes, decorations and candy is expected to reach record levels, there was a slight drop in spending on greeting cards. Unsurprisingly, costumes account for the biggest area of Halloween purchases.

Spending on kids’ and adult costumes is expected to total $2.9 billion, the highest amount since 2017. Pet spending is expected to exceed last year's record high, reaching $710 million.

Similar to recent years, Halloween enthusiasts will once again start their shopping early, with nearly half (47 per cent) beginning in September or earlier. Forty per cent plan to purchase their items at discount stores, 36 per cent will go to specialty Halloween or costume stores and 31 per cent will shop online.

The leading source of Halloween costume inspiration remains from online searches (36 per cent), while a quarter say they will look within retail stores and 19 per cent will get ideas from friends and family, NRF found.

Fibre2Fashion News Desk (DS)

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