Consumers head online for Halloween inspiration, but to stores for purchases

Press enter to search
Close search
Open Menu

Consumers head online for Halloween inspiration, but to stores for purchases

By Marianne Wilson - 09/27/2019
Halloween shopper

Brick-and-mortar remains the top destination when it comes to Halloween shopping. 

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, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics.  

Spending on Halloween costume and decoration ideas is expected to reach a near-record amount this year, the survey found. 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. 

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%).

Related Topics