Study: Halloween events, attractions to drive $1.2B in extra spending
Halloween falling on a Saturday this year is expected to provide a major boost in consumer spending.
That’s according to new data from GhostCom Analytics’ SurgeCast, which revealed that the 100-plus largest Halloween festivals, big parades and attractions will drive at least $1.2 billion in incremental spending for restaurants, bars, hotels and travel.
Halloween last fell on a Saturday in 2020, when many COVID-19 pandemic regulations on gatherings were in place nationwide. GhostCom said its analysis suggests that a Halloween Saturday will spur 3.2 times the out-of-home spending surge of a normal late-October Saturday.
The National Retail Federation's Halloween report found that Americans are expected to spend $13.5 billion on the holiday this year, including $4.4 billion on costumes, $4.3 billion on decorations and $4.1 billion on candy. GhostCom Analytics’ forecast covers the additional spend (local restaurants, bars, hotels and travel) not covered in that survey.
“The first non-pandemic Saturday Halloween night is set up to be one of the most productive single days of the year for the U.S. consumer economy,” said Michael McNamara, CEO and founder of GhostCom Analytics. “When Halloween falls on a Tuesday, a lot of people hand out candy and call it a night. But when it falls on a Saturday, a large number of Halloween events will likely experience record crowds and related event surge spending.”
Additional insights from GhostCom include the following:
- The Village Halloween Parade in New York City’s Greenwich Village neighborhood is the largest single Halloween event in the country by GhostCom Analytics’ estimate, with an expected $143.6 million in out-of-home spending over a single night.
- Across the 100-plus largest events GhostCom Analytics tracks, dining out spending is forecast to run more than 20% above Halloween 2025, which fell on a Friday.
- By total dollars, the biggest Halloween states are the biggest markets: Florida, California and New York lead, with theme-park events such as Halloween Horror Nights at Universal Studios driving the first two.
- Per person, Florida still leads, but Massachusetts ranks second, partially based on consumers visiting Salem, Mass. Nebraska and Oklahoma are also in the top five.
[READ MORE: JLL: Holiday budgets to increase, driven by entertainment, dining out]
“For brands, my advice is simple: put your marketing where the crowds are going to be, and you’ll get a higher return for your money,” said McNamara.
