Spooky Sales

Preliminary survey results indicate record sales this Halloween season as more people look to celebrate.

October 02, 2023

A report from the National Retail Federation indicates that sales from Halloween-related purchases will exceed $12.2 billion this year, up from $10.6 billion in 2022, with active participants reaching 73% this year as compared to 69% last year. Participation and sales are predicted to exceed prepandemic numbers.

According to the report, “More Americans than ever will be reaching into their wallets and spending a record amount of money to celebrate Halloween this year,” NRF president and CEO Matthew Shay said. “Consumers will be shopping early for festive décor and other related items and retailers are prepared with the inventory to help customers and their families take part in this popular and fun tradition.”

The report notes that “per person spending is also up as consumers plan to spend a record $108.24 each, up from the previous record of $102.74 in 2021” and “discount stores (40%) remain the leading destination to buy Halloween items.”

“Younger consumers are eager to begin their Halloween shopping, with more than half of those ages 25-44 planning to shop before or during September,” Prosper Executive Vice President of Strategy Phil Rist said. “Social media continues to grow as a source of costume inspiration for younger consumers, as more people under 25 are turning to TikTok, Pinterest and Instagram for ideas.”

A study by National Confectioner’s Association indicates that 98% of Americans who welcome trick-or-treaters will hand out chocolate or candy.

John Downs, president and CEO of NCA, said, “The Halloween season is a cherished tradition that is enhanced by the central role that chocolate and candy play in making it fun, exciting and special for consumers all across the country.”

“The excitement around the Halloween season has increased in recent years, resulting in consumers starting their celebrations sooner than in years past—with seasonal chocolate and candy, décor, costumes and supplies hitting store shelves beginning earlier and earlier. Our member companies are collaborating in big ways with our retail partners.” 

Check out how to leverage seasonal trends to grow basket size at the education session “Growing Baskets with Seasonal Offerings” at the NACS Show October 5 in Atlanta.