Americans will spend more on treats, pumpkins and costumes this Halloween than they have in at least the last 11 years.
The new poll from the National Retail Federation projects that Halloween revelers will spend $8.4 billion preparing for and celebrating the fall holiday. That breaks down to an average of $82.93 per shopper, vs. the $74.34 spent last Halloween.
“Retailers are preparing for the day by offering a wide variety of options in costumes, decorations and candy, while being aggressive with their promotions to capture the most out of this shopping event,” Matthew Shay, NRF’s president and CEO, said in a statement.
The lion’s share of spending will go towards costumes, with Americans doling out $3.1 billion on masks, and other garb. Another $2.5 billion will be spent on the treats that will fill trick or treaters’ bags. And shoppers will shell out $390 million for cards wishing friends and family a happy Halloween.
Browsing websites and the aisles of brick and mortar stores remain the most popular ways to pick a costume. But 17% of those surveyed said they will seek out ideas on Pinterest, while the same percentage will turn to Facebook.
The annual poll, which the NRF has commissioned since 2005, queried 6,791 shoppers from September 6 to 13.