This year, consumers can thank YouTube, Instagram, and Pinterest for their Halloween costume ideas.
A new study from the National Retail Federation (NRF) shows that U.S. consumers are looking to social media for Halloween costume and decoration ideas as spending is expected to reach a near-record amount this year. The annual survey is conducted by Prosper Insights & Analytics.
Shoppers say they will spend an average $86.27, down just slightly from last year’s record $86.79. That works out to $8.8 billion in total spending, down from last year’s $9 billion. This year’s total is expected to be the third-highest in the survey’s 15-year history, after the record $9.1 billion in 2017. A total of 172 million people plan to celebrate Halloween – 68% of those surveyed – down from 175 million last year.
“Spending hasn’t changed much over the past few years, but we are seeing a noticeable increase in consumers whose Halloween purchases are inspired by their friends, neighbors and even celebrities on social media,” NRF President and CEO Matthew Shay says. “Retailers expect to have another strong Halloween season and have stocked up on candy, decorations, and the season’s most popular costumes.”
Online search remains the top source of Halloween inspiration, cited by 35% of consumers surveyed, followed by browsing in stores at 28% and ideas from friends and family at 20%. Inspiration from social media has increased across several platforms since 2015. Pinterest was cited by 18%, up from 13% in 2015; 14% cited both YouTube (up from 8%) and Instagram (up from 7%).
According to the survey, consumers plan to spend $3.2 billion on costumes (purchased by 67% of Halloween shoppers), $2.6 billion on candy (95%), $2.7 billion on decorations (72%), and $390 million on greeting cards (34%).
To buy Halloween merchandise, 42% of shoppers will go to a discount store, 36% to a specialty Halloween or costume store, 25% will shop online, another 25% will go to a grocery store, and 23% will visit a department store.
The ongoing trade war with China is causing uncertainty among American consumers, and 14% of those surveyed say their concerns about the economy would impact their Halloween plans. Most Halloween merchandise was in the country before 15% tariffs on consumer goods took effect on Sept. 1.
Top Halloween Costumes
Kids
The survey found 3.1 million kids plan to dress up as their favorite princess, 2.4 million as their favorite superhero, 2 million as Spider-Man, 1.5 million as an Avengers character other than Spider-Man, and 1.4 million as Batman.
- Princess – 7.9%
- Superhero – 6%
- Spider-Man – 5.2%
- Avengers character (excluding Spider-Man) – 3.9%
- Batman – 3.5%
- Witch – 3.3%
- Ghost – 2.8%
- Vampire – 2.2%
- Frozen Princess (Elsa, Anna) – 2.2%
- Pirate – 2.1%
Adults
The survey found 5 million adults plan to dress as a witch, 2 million as a vampire, 1.8 million as a superhero, 1.5 million as a pirate, and 1.4 million as a zombie.
- Witch – 8.9%
- Vampire – 3.6%
- Superhero – 3.1%
- Pirate – 2.7%
- Zombie – 2.5%
- Ghost – 2%
- Avengers character (excluding Spider-Man) – 2%
- Princess – 1.9%
- Cat – 1.8%
- Spider-Man – 1.7%
Pets
The survey found that 29 million people plan to dress their pets in costume for Halloween.
- Pumpkin – 9.3%
- Hot dog – 7.2%
- Superhero – 7.2%
- Bumble Bee – 3.9%
- Cat – 3.2%
- Witch – 2.5%
- Lion – 2.2%
- Dog – 2.1%
- Devil – 2%
- Shark – 1.7%
