Expectations for 2009

The Business of Halloween

Total spending in celebration of Halloween this year is expected to total $4.75 billion, down from $5.77 billion is 2008, according to the National Retail Federation. This fall, the economy may take a toll on some costume ideas, candy contributions and decorating plans – with 88 percent of NRF's survey respondents admitting they will spend less this year. Those who plan to celebrate will tailor their spending from an average $66.54 last year to $56.31 in 2009. Read on to take a peek at what the business of Halloween has in store this fall.

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Expectations for... Total spending in celebration of Halloween this year is expected to total $4.75 billion, down from $5.77 billion is 2008, according to the National Retail Federation. This fall, the economy may take a toll on some costume ideas, candy contributions and decorating plans – with 88 percent of NRF's survey respondents admitting they will spend less this year. Those who plan to celebrate will tailor their spending from an average $66.54 last year to $56.31 in 2009. Read on to take a peek at what the business of Halloween has in store this fall.
Costume Spending The average buyer will spend $34.96 on costumes this year, including those for their children and/or pets. An interesting fact: Male adults over the age of 18, on average, outspend females on their costumes. Men are expected to spend $36.89 on average, whereas women will spend $33.19. For men and women combined, the age group 25-34 is willing to shell out the most for a costume, at $41.06 a pop.
Costume Trends The top three adult Halloween costumes of 2009 will be a witch, vampire and pirate, according to the National Retail Federation's survey. That's thanks to popular movies, books and television series. As for kids, variations of a princess, witch and Spider-Man rank the highest. Pets? Expect lots of furry pumpkins and devils out and about.
The Cost of Cand... Candy will cost each household about $19.21 this year, compared to $21.33 in 2008. Those between the ages of 35 and 44 have the biggest soft spot for trick-or-treaters and will spend, on average, $21.11 on candy.
A Candy Tip Trick-or-treaters beware: An alarming 46.5 percent of survey respondents said they plan to buy less candy this year. (Another 5 percent plan to buy no candy at all and leave their lights out.) It might be a wise idea to get an early start on your neighborhood rounds this Halloween before supply runs out.
Spending on Deco... About 47 percent of households will decorate their homes this Halloween. Each home will spend an average of $23.56 on new decorations. Men outspend women, shelling out $26.14 on average for decorations (women will spend $21.29).
Greeting Card Tr... Men also outspend women on Halloween greeting cards. Of the 30.3 percent of respondents in the NRF's poll that plan to buy greeting cards, men plan to spend $12.27 on average, nearly $4 more than women. Among the various age groups, 18 to 24 year olds (men and women included) will spend the most -- $14.70.
Haunted Houses How will haunted houses fare this year? Only 17 percent of the NRF's survey respondents will attend one this year. Not surprisingly, they are most popular among the youngest 18-24 age group, in which 41 percent will make a visit.
Pumpkins This fall, pumpkin growers are facing scary times, as many fear a possible pumpkin shortage. With that in mind, only 42 percent of NRF's survey respondents plan to carve a pumpkin this year, down from 44.6 percent last year – signaling the demand, sadly, might not be as high.
Halloween Popula... The largest spending for Halloween will come from the 25-34 age group, with each person contributing, on average, more than $70 total (costumes, parties, candy, decorations, etc.). The age groups 18-24 and 35-44 follow closely behind, with each person spending close to $70 on average.