Halloween spending in the U.S. will reach a record $9.1 billion, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. The figure is up 8.3 percent from last year’s previous record of $8.4 billion.
Consumers are expected to spend an average $86.13, up from last year’s $82.93, with 179 million Americans planning to participate in Halloween festivities, up from 171 million in 2016. Only 12.9 percent say their spending will be impacted by the economy, down from 14.1 percent last year and a peak of 32.1 percent in 2011.
According to the survey, consumers plan to spend $3.4 billion on costumes (purchased by 69 percent of Halloween shoppers), $2.7 billion on candy (95 percent), another $2.7 billion on decorations (72 percent) and $410 million on greeting cards (37 percent).
When it comes to buying costumes and other Halloween supplies, 47 percent of shoppers will visit discount stores and 38 percent will go to a specialty Halloween store or costume store. In addition, 25 percent will visit supermarkets, 24 percent will buy at department stores and 22 percent will shop online.
More than 3.7 million children plan to dress as their favorite action character or superhero, 2.9 million as Batman characters and another 2.9 million as their favorite princess, while 2.2 million will dress as a cat, dog, monkey or other animal.
A record number of adults (48 percent) plan to dress in costume this year. More than 5.8 million adults plan to dress like a witch, 3.2 million as their favorite Batman character, 3 million as an animal (cat, dog, cow, etc.), and 2.8 million as a pirate.