4 key stats on Halloween: Shopping starts earlier but consumers spend less

Consumers are starting their Halloween shopping earlier, but they are expected to spend slightly less than last year, indicating that while excitement is high, consumers are more budget-conscious. Retailers can capture this early and cautious spending by offering competitive prices, prioritizing in-store promotions, and creating a one-stop Halloween shopping destination.

Here are four key stats on how consumers are shopping for Halloween this year.

1. Consumers are shopping earlier

The key stat: 47% of US consumers began their Halloween shopping before October, according to the National Retail Federation (NRF). That figure is up from 37% five years ago and just 32% in 2014.

• The top reasons consumers start their shopping earlier include looking forward to the fall season (48%), avoiding the stress of last-minute shopping (38%), or because Halloween is one of their favorite holidays (37%).
• Younger consumers (ages 25 to 34) are even more likely to start their shopping early, with 56% shopping before October.

What it means: This doesn’t just apply to Halloween—the holiday season is also being pulled up due to retailers like Amazon and Walmart hosting major October sales events. As consumers adjust to a longer holiday season, retailers must spread their promotions evenly across the last four months of the year.

2. Consumers are pulling back on spending

The key stat: Total Halloween spending is expected to reach $11.6 billion, a dip after last year’s record-setting $12.2 billion, per the NRF.

• Consumers will spend an average of $103.63, also down from last year’s record of $108.24.
• However, the percentage of consumers that plan to celebrate the holiday is consistent with last year—72% in 2024 vs. 73% in 2023.

What it means: Consumers may not be spending as much this year as in the past, but they still want to celebrate. The retailers that can provide more value for consumers through special deals or extra perks will win.

3. In-store promotions drive sales

The key stat: 70% of shoppers said in-store promotions were the most likely to influence them to purchase a specific brand or product while shopping for Halloween, with sales/coupons followed closely in second (69%), according to an August 2024 survey from Vibenomics.

• Family/friend recommendations were a distant third (27%), followed by social ads (18%), and TV ads (14%).
• Price is the No. 1 factor in purchasing decisions among Halloween shoppers, followed by variety, and promotions/sales.

What it means: Brick-and-mortar is an extremely effective channel when it comes to Halloween shopping. Brands should lean heavily on in-store advertising to alert consumers to new products or special deals.

4. Discount stores are a top shopping destination

The key stat: Discount stores (37%) remain the No. 1 destination to buy Halloween items, followed by specialty Halloween/costume stores (33%), and online (33%), per the NRF.

• Consumers will spend on candy ($3.5 billion), decorations ($3.8 billion), followed by costumes ($3.8 billion), and greeting cards ($500 million).
• Total spending on adult costumes is expected to reach $1.8 billion, while spending on children’s costumes is anticipated to hit $1.3 billion. Spending on pet costumes remains steady, reaching $700 million this year.

What it means: Retailers need to offer a wide variety of products at competitive prices. Creating a one-stop Halloween shop can help draw customers in, who then may browse and buy other items.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.