Analysis and Forecast of U.S. Halloween Spending Trends in 2024

As Halloween 2024 approaches, consumer spending and behavioral trends are becoming a focal point of market attention. According to the annual survey by the National Retail Federation (NRF) and Prosper Insights & Analytics, total Halloween spending in 2024 is expected to reach $11.6 billion, slightly down from $12.2 billion in 2023, but still remaining high. This analysis explores the 2024 Halloween trends based on data analysis, consumer behavior research, economic factors, and cultural context, while forecasting future evolutions.

Early Shopping Trends and Consumer Behavior

Shopping Time Habits:

• 45% of consumers begin preparing for Halloween as early as September or before.

• The majority of consumers start shopping within the first two weeks of October.

• 16% delay their shopping until the last two weeks of October.

In 2024, early shopping trends are particularly prevalent among consumers aged 25-34, with 56% of this group beginning their Halloween shopping before October. Key reasons behind early shopping include:

• 48% are excited about fall and believe early preparations extend their enjoyment of the season.

• 38% aim to avoid the stress of last-minute shopping.

• 37% consider Halloween their favorite holiday, motivating them to prepare early.

Shopping Channels Analysis

Consumers use various shopping channels for Halloween, categorized as follows:

• 40% shop at discount stores.

• 39% shop at dedicated Halloween or costume stores.

• 32% shop online.

• 28% purchase Halloween items from grocery stores or supermarkets, while 25% shop at department stores.

Breakdown of Other Shopping Channels

Smaller or more niche shopping channels also play a role:

• 13% shop at craft, fabric, home décor, and clothing stores.

• 12% purchase from thrift or resale stores.

• 9% support small local businesses or home décor stores.

• 8% shop at drug stores and card/gift shops.

• 3% purchase Halloween items from catalogs.

Key Spending Areas for Halloween

Despite the slight overall decrease in 2024 spending, traditional Halloween categories such as candy, decorations, and costumes remain central. This steady spending highlights Halloween’s entrenched role in American life and the enduring enthusiasm for holiday celebrations.

Based on the survey, 2024 Halloween spending will primarily focus on:

• Candy: $3.5 billion, with 96% of U.S. households purchasing candy to hand out to trick-or-treaters.

• Decorations: $3.8 billion, with 52% of households decorating their homes and yards.

• Costumes: $3.8 billion, including $1.8 billion for adult costumes, $1.3 billion for children’s costumes, and $700 million for pet costumes.

2023 Halloween Shopping Trends: Strong Performance Across Platforms

In 2023, several platforms saw significant growth in Halloween-related sales, driven by consumer demand for costumes, decorations, and candy. Despite inflationary challenges, Halloween spending remained strong, reflecting consumers' enthusiasm for the holiday. The top platforms included:

• Amazon: As the primary online platform, Amazon saw Halloween-related product searches increase by over 100% in August 2023. Around 29% of Gen Z and millennial shoppers used Amazon to purchase most of their Halloween items.

• Home Depot: Home Depot attracted customers with its large-scale Halloween décor displays, particularly giant animatronics. The popularity of DIY decorations also fueled its sales growth.

• Target: Target’s “Hyde and Eek” collection performed well both online and in-store, meeting diverse consumer needs for costumes and decorations.

Economic Impact on Halloween Spending

Though total Halloween spending in 2024 is projected to decrease slightly, core categories like candy, decorations, and costumes remain stable. The average consumer spend is expected to fall from $108.24 in 2023 to $103.63 in 2024, a decrease of around $4.62. Nevertheless, non-material values such as family bonding and emotional comfort keep consumers invested in Halloween, making it more than just a commercial holiday.

Comparison of Online and In-Store Shopping

Halloween shopping channels in 2024 reflect the ongoing competition between e-commerce and physical stores. 68% of consumers plan to shop in physical stores, while 33% will shop online, and 33% will choose online shopping with in-store pickup. Platforms like Amazon have made shopping more convenient, particularly for costumes and decorations, but physical stores still offer irreplaceable advantages, particularly for experiential shopping.

The blend of online and in-store shopping highlights a trend toward more diverse Halloween spending. As augmented reality (AR) technologies develop, consumers may enjoy more personalized shopping experiences, such as virtual costume try-ons.

Cultural Significance of Halloween Spending

Halloween remains an integral part of American culture, celebrated by families and communities across the country. In 2024, 67% of households will hand out candy, 43% will carve pumpkins, and 29% will participate in or host parties. These activities reflect deeper cultural values of community belonging and family traditions.

Popular costume choices also mirror the strong influence of pop culture:

• Children’s costumes: 2.6 million children plan to dress as Spider-Man.

• Adult costumes: 5.8 million adults are expected to dress as witches.

• Pet costumes: Pumpkin and hot dog costumes remain among the most popular choices.

Future Halloween Spending Predictions

Looking ahead, Halloween spending will be increasingly shaped by technological advancements. The widespread adoption of AR and virtual reality (VR) could lead to virtual costume selections, try-ons, and even virtual Halloween parties. Additionally, the rise of the metaverse could bring new ways to celebrate Halloween, particularly through virtual reality events that attract younger generations of consumers.

Halloween's international influence is also expanding as U.S. Halloween culture spreads globally through movies, TV shows, and social media, further driving global holiday spending growth.