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Record Halloween Spending Expected

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NRF: Holiday to generate $8.4 billion in sales

NEW YORK — Americans are expected to spend $8.4 billion on candy, costumes, decorations and other Halloween-related merchandise, according to a National Retail Federation survey conducted by Prosper Insights & Analytics. That is an all-time high in the survey’s 11-year history.

That breaks down to about $3.1 billion on costumes (purchased by 67% of Halloween shoppers), $2.5 billion on candy (94.3%), $2.4 billion on decorations (70%) and $390 million on greeting cards (35.4%).

The survey found that 71% of consumers plan to hand out candy, 49% plan to decorate their home or yard, 47% plan dress in costume, 46% intend to carve a pumpkin and 34% plan to host or attend a party. Other planned activities include taking their children trick-or-treating (30%), visiting a haunted house (21%) or dressing their pets in costume (16%).

U.S. consumers are expected to spend an average of $82.93 each, up from $74.34 last year. More than 171 million Americans plan to take part in Halloween festivities this year.

“After a long summer, families are excited to welcome the fall season celebrating Halloween,” NRF President and CEO Matthew Shay said in a statement. “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.”

Discount stores will be the most popular choice for Halloween-related shopping this year, preferred by 47% of shoppers, according to the survey. Thirty-six percent of respondents said they plan to visit a specialty Halloween/costume store, up from 33% last year. In addition, 26% of customers will visit grocery stores/supermarkets, 23% will visit department stores and 22 percent will shop online.


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