Don’t assume for a minute that dressing up for Halloween is youngster’s play.
In response to the Halloween & Costume Affiliation, there was a gradual improve in participation from adults since 2020, exhibiting a resurgence and rising recognition post-COVID-19, in line with new information from Prosper Insights & Analytics. The findings present that 51 % of adults who rejoice Halloween plan to decorate in costume this yr, with 32 % dressing their pets in costume.
Some 46 % of grownup Halloween costume wearers plan to throw or attend a Halloween celebration, whereas 54 % plan to embellish their properties or yards. Halloween procuring begins early and 45 % of those adults who costume up begin buying costumes in September, and 36 % store in the course of the first two weeks of October, in line with HCA’s survey.
These fun-loving adults plan to spend a mean of $60.30 on costumes, $55.56 on decorations and $39.95 on sweet, reflecting the continued enthusiasm for dressing up and creating festive experiences. Specialty Halloween/costume shops stay in style, with 46 % of those adults planning to buy there, whereas 40 % store on-line, the findings present.
Millennials (39.5 %) and Gen Z (26.7 %) are most definitely to decorate in costumes. Adults in households with youngsters underneath 18 present excessive engagement, with greater than 36 % planning to take youngsters trick-or-treating. Adults throughout earnings ranges take part, with these in households incomes $50,000 to $99,999 representing the most important share of costume wearers, in line with the info.
HCA’s evaluation of information from Prosper and the Nationwide Retail Federation reveals that those that costume in costumes are an attention-grabbing group of people not simply on Halloween, however of their day-to-day lives. As a bunch, they’re extra prone to be open to new experiences, extra extroverted and enthusiastic, are extra assured within the financial system and usually tend to be impulsive with a “Reside for Right this moment” mindset.
“The information reveals that Halloween is a vacation that brings out the creativity and group spirit of adults, not simply youngsters,” stated Michele Boylstein, HCA’s government director. “From dressing up and adorning to attending events and celebrating with pets, adults are embracing each facet of Halloween. The regular improve in participation since 2020 reveals that Halloween is stronger than ever.”
HCA is the business supply for Halloween, with cumulative gross sales of $4.3 billion. Correct offers month-to-month insights on U.S. shoppers’ spending intentions, emotional states, monetary well-being and retail behaviors. Prosper and the NRF have offered Halloween insights for greater than 20 years.
Individually, NRF reported earlier this month that Halloween spending is anticipated to succeed in a file $13.1 billion this yr, in line with its annual shopper survey carried out by Prosper Insights & Analytics. That determine is up from $11.6 billion final yr, and exceeds the earlier $12.2 billion file set in 2023.
“Even with issues about value will increase as a consequence of tariffs, Halloween continues to resonate with shoppers of all ages,” NRF vp of Trade and shopper insights Katherine Cullen stated. “Whether or not it’s dressing in costume or carving a pumpkin, extra shoppers plan to participate in Halloween actions and traditions. Retailers are ready to make sure the procuring expertise is a deal with for shoppers this Halloween season.”
Most Halloween consumers — 79 % — anticipate costs will probably be greater this yr particularly as a consequence of tariffs. Regardless of these reservations, 73 % plan to rejoice the vacation, in keeping with final yr’s 72 %, in line with NRF.
Sweet continues to be the preferred buy, with complete spending anticipated to succeed in $3.9 billion. Throughout different classes, 71 % intend to purchase costumes and spending is anticipated to hit $4.3 billion. One other 78 % plan to buy decorations, up from 75 % final yr, and can spend an estimated $4.2 billion in complete. And 38 % intend to purchase greeting playing cards, a rise from 2024’s 33 %, with complete spending estimated at $0.7 billion.
Per-person spending has reached a file excessive of $114.45, practically $11 greater than final yr, and up from the earlier file of $108.24 in 2023, NRF stated.
Low cost shops (42 %) stay the highest vacation spot to purchase Halloween objects, adopted by specialty Halloween/costume shops (31 %) and on-line (31 %). Low cost shops noticed a 5 share level improve in consumers this yr, up from 37 % in 2024.
Shoppers are anticipated to spend $2 billion on costumes for adults. Amongst this group, 5.6 million plan on dressing up as a witch, 2.7 million as a vampire, 1.6 million as a pirate, 1.6 million as a cat, and 1.6 million as Batman, in line with NRF.
Fashionable costumes for pets embody a pumpkin (9.8 %), a scorching canine (5.4 %), a bumblebee (4 %, a ghost (3.1 %) and a superhero (3.1 %), NRF stated.
