70% of Americans will Celebrate Halloween

by | 3 minute read

"Last year, Hal­loween spend­ing reached $9 bil­lion, the sec­ond high­est Hal­loween spend­ing seen post-reces­sion. Con­sumers are ready to cel­e­brate and shop to kick off the fes­tiv­i­ties. NRF and Prosper’s annu­al Hal­loween Spend­ing Sur­vey found that sev­en in 10 con­sumers planned to cel­e­brate in 2018, and they spent an aver­age of near­ly $90 per per­son. Cel­e­brants plan to pur­chase every­thing from dec­o­ra­tions to can­dy to cos­tumes (even for beloved pets)."

"What’s Hal­loween with­out cos­tumes? Last year, kids planned to dress as their favorite princess or super hero, while pets donned adorable pump­kin, hot­dog or bum­ble bee getups. Adults, on the oth­er hand, stuck with the tra­di­tion­al spook­i­ness of Hal­loween, dress­ing as witch­es, vam­pires and zom­bies."

"Last year, nine in 10 cel­e­brants planned to buy can­dy, while oth­ers spent their Hal­loween bud­gets on dec­o­ra­tions, greet­ing cards and cos­tumes for them­selves, chil­dren or even their pets:

  • 95% planned to pur­chase can­dy
  • 72% planned to pur­chase dec­o­ra­tions
  • 69% planned to pur­chase cos­tumes
  • 37% planned to pur­chase greet­ing cards"

"There are a vari­ety of ways to cel­e­brate Hal­loween and, last year, sev­en in 10 planned to do so, most like­ly hand­ing out can­dy, dec­o­rat­ing and dress­ing up. Women are much more like­ly than men to cel­e­brate by carv­ing pump­kins and dec­o­rat­ing their homes. Men, on the oth­er hand, are sig­nif­i­cant­ly more like­ly to attend a par­ty."

"The top places to find Hal­loween inspi­ra­tion last year includ­ed online search­es (35.2%), inside a phys­i­cal store (29.3%) and through friends and fam­i­ly (19.4%). Pop cul­ture also con­tin­ued to be a source of inspi­ra­tion for 15.9% of Hal­loween cel­e­bra­tors. Addi­tion­al­ly, 18.6% turned to Pin­ter­est for cos­tume inspi­ra­tion while 16.1% looked on Face­book and 14.7% turned to YouTube."

"Shop­pers planned to make their Hal­loween pur­chas­es from:

  • Dis­count stores: 44.6%
  • Spe­cial­ty Halloween/costume stores: 34.9%
  • Depart­ment stores: 24.7%
  • Online: 24.4%
  • Gro­cery stores/supermarkets: 24.1%
  • Crafts or fab­rics stores: 13.8%"

As stat­ed, many Par­ty Hosts/Attendees are turn­ing to the inter­net for inspi­ra­tion for their Hal­loween plans. Accord­ing to Audi­enceS­CAN, with­in the last month, 74.9% used a search engine to research a prod­uct they were con­sid­er­ing, 45.7% looked for how-do and do-it-your­self infor­ma­tion and 39.9% vis­it­ed a local store's web­site to research prod­ucts. They're also 53% more like­ly than oth­ers to find ads on social net­works use­ful and are active on sites such as Face­book (84.3%), YouTube (60.5%), Insta­gram (50.4%) and Pin­ter­est (44.8%). Addi­tion­al­ly, last year, these con­sumers were dri­ven to action by direct mail ads (64.2%), TV com­mer­cials (62.1%), email ads (57.1%) and ads on dai­ly deals sites such as Groupon (52.9%).

Audi­enceS­CAN data is avail­able for your appli­ca­tions and dash­boards through the Sales­Fu­el API. In addi­tion, AdMall con­tains indus­try pro­files on par­ty sup­ply stores, can­dy stores and used mer­chan­dise stores, as well as lead lists at the local lev­el. Media com­pa­nies, sales reps and agen­cies can access this data with a sub­scrip­tion to AdMall from Sales­Fu­el.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.