Halloween spending nation-wide will hit a record $9.1 billion this year, up from $8.4 billion in 2016, according to the National Retail Federation — and 179 million Americans plan to join in Halloween festivities.
The NRF’s annual Halloween Spending Survey found consumers expect to spend an average of $86.13 on Halloween, up from last year’s $82.93.
“Consumers plan to spend $3.4 billion on costumes (purchased by 69 percent of Halloween shoppers), $2.7 billion on candy (95 percent), another $2.7 billion on decorations (72 percent) and $410 million on greeting cards (37 percent),” the NRF news release stated.
The survey also found more than 3.7 million children plan to dress as their favorite action character or superhero, 2.9 million as Batman characters and another 2.9 million as their favorite princess, while 2.2 million will dress as a cat, dog, monkey or other animal.
A record number of adults — 48 percent — plan to be in costume this year.
The NRF worked with Prosper Analytics & Insights to survey 7,013 consumers about their Halloween plans.
In its own survey of 1,000 Americans, online marketplace Offers.com found the average consumer will spend $25.57 on candy alone this Halloween. Eight percent of consumers reported they would spend $61 or more.
Reese’s Peanut Butter Cups remain the favorite Halloween candy overall, at 32 percent, with Kit Kat and Twix coming in 2nd and 3rd, at 19 percent and 18 percent respectively. M&Ms (17 percent), Nerds (7 percent) and lollipops (7 percent) are other favorites, according to the Offers.com survey.
The majority of consumers will be making their costume this year, according to the survey, with 44 percent of women and 35 percent of men taking the do-it-yourself approach.