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09/22/2021

Halloween spending expected to hit all-time high of $10.4 billion

Marianne Wilson
Editor-in-Chief
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It’s looking like a banner year for Halloween celebrations.

Consumer spending on Halloween-related items is expected to reach an all-time high of $10.14 billion, up from $8.05 billion in 2020, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics. Plans to celebrate Halloween are up this year compared with last and are close to pre-pandemic levels.

An estimated 65% of Americans intend to celebrate Halloween or participate in Halloween activities this year, up from 58% in 2020. This compared with 68% in 2019 before the COVID-19 pandemic.  

Average spending is also up. On average consumers plan to spend $102.74 on costumes, candy, decorations and greeting cards — $10 more than they planned to spend last year. Total spending on costumes is the highest it has been since 2017, at $3.32 billion.

In addition, consumers are shopping for Halloween items earlier than ever, with 45% planning to shop in September or earlier. Another 39% will shop during the first two weeks of October.

Other findings from the survey are below.

• Households with children are much more likely to celebrate Halloween (82%) than those without (55%).

The number of Americans planning to decorate for Halloween is on par with last year’s spike in interest, with spending on decorations continuing to climb to $3.17 billion, up from last year’s $2.59 billion.

• The top ways consumers are planning to celebrate include handing out candy (66%), decorating their home or yard (52%), dressing in costumes (46%), carving a pumpkin (44%) and hosting or attending a party (25%).

• Interest in pet costumes remains high with one in five intending to dress their pet up for Halloween this year.  

• The top costumes for children are Spiderman (more than 1.8 million), princess (more than 1.6 million) and Batman (1.2 million, the same number plans to dress as one of their other favorite superheroes.)