NRF Reports “BOOming” Halloween Sales
This article contains excerpts from a press release published on
the National Retail Federation (NRF) website entitled Consumers Eager To Have A Frightfully Good Time This
Halloween, According To NRF.
October 7, 2011 | Halloween consumer spending this
October is forecasted to be the highest that it has been in the past 10
years with product spending expected to reach $6.8 billion, according to
the National Retail
Seven in 10 Americans (68.6%) will shell out $72.31 on decorations,
candy and costumes – up from 63.8% Americans who spent on average
$66.28 each in 2010, according to the NRF’s 2011 Halloween Consumer Intentions and Actions
Survey, which polled 9,374 Americans.
|Wondering which costumes will be flooding the
streets on October 31st? According to the NRF,
the trendiest picks this year include zombie, vampire and princess
costumes. More than 2.6 million men, women and children plan to dress as
zombies… And new this year: Disney princesses are among the top 10
picks for little girls.
More people will dress in costume (43.9% vs. 40.1% in 2010) and throw
or attend a party (34.3% vs. 33.3% in 2010), while half (49.5%) will
decorate their home or yard and 14.7% will dress their pets in costume.
Nearly three quarters of those surveyed (73.5%) will hand out candy and
32.9% will take kids trick-or-treating.
Americans are forecasted to spend $1 billion on children’s
costumes – up from $840 million last year, with the average
consumer spending $26.52 on Halloween apparel. As for decorations, more
people this year than in the survey’s history will decorate
– spending an average of $19.79.
However, the sluggish economy will continue to have an impact on
consumer spending. Nearly one-third (32.1%) of survey respondents
said the economy will impact their Halloween plans, with 87.1% saying
that they plan to spend less overall. Methods for cutting costs
include making a costume instead of buying one (18.9%), recycling last
year’s costume (16.6%) and buying less candy (40.2%).