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NRF: Total Halloween spending to hit $6.86 billion


Washington, D.C. -- Halloween celebrations will be booming this year as more people than ever are expected to partake in traditional festivities. According to NRF’s 2011 Halloween Consumer Intentions and Actions Survey conducted by BIGresearch, seven in 10 Americans (68.6%) plan to celebrate Halloween, up from 63.8% last year and the most in NRF’s 10-year survey history.

Those celebrating are expected to spend slightly more, too. The average person will shell out $72.31 on decorations, costumes and candy, up from $66.28 last year. Total Halloween spending is expected to reach $6.86 billion.

The survey found this year’s celebrations will be far from tempered as more people plan to dress in costume (43.9% versus 40.1% in 2010), throw or attend a party (34.3% versus 33.3% last year) and visit a haunted house (22.9% versus 20.8% in 2010.) Additionally, half (49.5%) will decorate their home/yard and 14.7% will dress their pets in costume. Other traditional celebratory activities include handing out candy (73.5%), carving a pumpkin (47.8%) and taking children trick-or-treating (32.9%).

With celebrations increasing, spending is expected to slightly increase across the board as well. The average consumer is expected to spend $26.52 on costumes.

This year, Americans will spend $1 billion on children’s costumes, up from $840 million last year, and $1.21 billion on adult costumes, up from $990 million last year. Additionally, pet owners will shell out $310 million on pint size devils, pumpkins and witch costumes.

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