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NEW YORK — Halloween is still over a month away, but consumers are getting a head start on their holiday preparations. Nearly half of shoppers (47%) have already begun their Halloween shopping, according to the National Retail Federation’s (NRF) latest survey. This marks a significant rise from 37% five years ago and reflects a broader trend of early seasonal shopping.
The NRF’s annual survey, conducted by Prosper Insights & Analytics, anticipates that total Halloween spending will reach $11.6 billion this year, down from last year's record $12.2 billion. "Halloween marks the official transition to the fall season for many Americans, and consumers are eager to get a jump start on purchasing new seasonal décor and other autumnal items," said Katherine Cullen, NRF’s Vice President of Industry and Consumer Insights.
The trend of early shopping is especially strong among younger consumers, with 56% of shoppers aged 25-34 starting their Halloween preparations before October. Nearly half of these early shoppers cite their love for the holiday as a primary motivator.
As excitement for the spooky season grows, 72% of Americans say they plan to celebrate Halloween, spending an average of $103.63 per person on costumes, candy, decorations, and more. Decorations and costumes are expected to generate $3.8 billion each, while candy sales will reach $3.5 billion. The most popular shopping destinations remain discount stores (37%), followed by specialty Halloween stores (33%) and online platforms (33%).
Halloween favorites remain consistent, with 5.8 million adults planning to dress as witches, while superheroes like Spider-Man dominate among children. Even pets are getting into the spirit, with 10% of them set to don pumpkin costumes.
As early Halloween shopping becomes more prominent, retailers have a prime opportunity to capitalize on this shift by aligning inventory and marketing strategies to meet the growing demand for fall-themed goods well before October hits.
