WASHINGTON—Americans’ plans to celebrate Halloween this year are up compared with 2020, close to pre-pandemic levels, according to a survey by the National Retail Federation (NRF). The trade association is projecting consumer spending on Halloween-related items to reach a record high of $10.14 billion, up from $8.05 billion in 2020.
“Retailers have implemented a number of measures, such as bringing in Halloween products earlier than normal, to ensure their shelves are stocked with seasonal candy, décor and other items ahead of this important holiday,” said NRF President and CEO Matthew Shay in a press release.
Sixty-five percent of Americans plan to celebrate the holiday this year, compared with 58% in 2020 and 68% in 2019. Eighty-two percent of households with children plan to celebrate Halloween.
The survey found that Americans plan to spend about $103 on their costumes, candy, decorations and greeting cards, which is $10 more than in 2020. Households with children plan to spend about $150 on the same merchandise. Total spending on costumes is expected to be the highest it has been since 2017 at $3.32 billion, and spending is happening earlier as well with 45% of consumers saying they were planning to shop in September or earlier and an additional 39% during the first two weeks of October.
The National Confectioners Association found that 80% of Americans plan to trick-or-treat this Halloween. If retailers are wondering what Halloween candies to stock up on this year, NCA recently shared Americans’ favorite sweets for the 2021 Halloween season. Also, Mars Wrigley, in partnership with Shipt, has listed every state’s favorite Mars Wrigley Halloween candy. The most popular candy is Snickers, followed by M&M’s.
NACS Magazine discussed seasonal candy in the March 2021 issue and how retailers can plan ahead to stock seasonal confections for impulse buys and last-minute gifts.