Seasonal shopping “events” are de rigueur for retailers—dads and grads, summer vacation, back to school, holidays and, oh yes, Halloween. In New York City, for instance, pharmacy chains and mass merchants mounted candy displays on August 30, two months ahead of the scarefest. But will consumers, who continue to hold tight to their purse strings, pony up for the spooky antics this year?
The answer is yes, at least according to the National Retail Federation’s “2010 Halloween Consumer Intentions and Actions Survey,” conducted by BIGresearch.
Americans will spend, on average, $66.28 for costumes, candy and decorations, up from last year’s $56.31 and comparable to the $66.54 average amount in 2008. Total spending for the holiday is expected to reach $5.8 billion. Consumers will allocate most of their Halloween purchases to costumes ($23.37), while handing over an average of $20.29 on candy, $18.66 for decorations and $3.95 buying greeting cards.
The data reveals that four out of 10 adults (40.1%) plan to dress up this Halloween, up from 33.4% in 2009. Notably, 11.5% plan to outfit their pets. Whether this translates into the hum of registers at retail is the question: Among the 30.1% of survey respondents who said the economy would affect their Halloween activities, the study found that 86.8% planned to spend less overall on Halloween, with 45.1% saying they would buy less candy this year and 19.5% making their own costumes rather than purchasing them.
In addition, 33.3% of those polled said they’ll throw or attend a party, and 72.2% will hand out candy. Halloween is ranked second only to the winter holidays when it comes to consumers’ plans (50.1%) to decorate their homes and yards.
Separately, when it comes to online shopping for Halloween goodies, a survey conducted for Internet Retailer by Lightspeed Research found that 35% of Halloween shoppers will buy holiday goods online and that 71% of those shopping online will spend between $25 and $100. HalloweenCostumes.com told Internet Retailer it has seen a 20% to 30% increase in 2010 sales and a 2% increase in average order values. That’s not too scary.
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