With more than 179 million Americans planning to partake in Halloween festivities, up from 171 million last year, spending is slated to reach a record high in survey history. This year, consumers are expected to spend $9.1 billion, up from $8.4 billion in 2016. The top costume for children is reported to be an action hero or superhero, while the top pick for adults is a witch. Pets will not be left behind, with 10 percent of consumers dressing their pet as a pumpkin.
% Planning to celebrate Halloween this year
Total planned spending is estimated to reach $9.1 billion, up from last year's $8.4 billion. Costumes will make up the largest share of spending, coming in at roughly $3.4 billion. Men ($96) plan to spend nearly $20 more, on average, than women ($77).
Total planned Halloween spending
Average planned Halloween spending per household
Celebrants are most likely to look for inspiration within a physical retail store and through online searches. The number of those utilizing pop culture (17%) and Instagram (10%) has seen the biggest increase, growing roughly 12% year-on-year.
64% of celebrants don't plan to begin shopping until October, but over a third will start in September or earlier.
The number of those shopping this early has grown 11% since 2013, when we first began asking this question.
Men (24%) are significantly more likely than women (17%) to wait until the last two weeks of October to begin their shopping.
Nearly every celebrant plans to purchase candy, while another seven in 10 will spend their budget on decorations and costumes for themselves, children or even their pets.
Over 9 in 10 celebrants plan to purchase candy
7 in 10 celebrants plan to purchase decorations
Nearly 7 in 10 celebrants plan to purchase costumes
Nearly 4 in 10 celebrants plan to purchase greeting cards
Similar to last year, discount and specialty stores will be the top places for shoppers to visit. Home décor and home improvement stores have seen the largest gain from last year, both growing over 20% since 2016.
Top Ten Halloween Costumes
Batman Character/ Princess*
Batman Character (Batman, Catwoman, Harley Quinn, etc.)