Halloween spending in the U.S. expected to hit a record high: Candy, costumes, decorations will be hot

It is learned that a new survey of Halloween shoppers conducted by Advantage Outlook recently showed that despite the inflationary pressure on the economy, US consumers' spending on Halloween this year is expected to increase further, which may exceed 2023 and become the largest Halloween shopping season in history.

Last year's Halloween shopping season, sales of candy, costumes and decorations exceeded $12.2 billion. According to the latest survey, most consumers plan to spend more on these categories this year, with half of shoppers expecting to spend $51 or more on candy, while 59% plan to spend the same amount on food, much higher than last year's 21% and 29%. In addition, spending on costumes and decorations is also expected to see similar growth.

Candy remains the star of Halloween shopping, with 81% of candy shoppers saying chocolate is their favorite purchase. Chewy candies and mixed candies are also popular, with about two-thirds of shoppers planning to buy these categories. Most shoppers choose to buy candy at large retailers (81%), followed by grocery stores (40%), club stores (40%) and e-commerce platforms (34%).

Although buying candy is a Halloween tradition, shoppers often wait until the last minute. According to a survey, 70% of candy buyers wait until Halloween week to buy candy. To address this trend, sellers should drive early purchases by bundling candy with costumes and decorations, while offering early bird discounts and exclusive candy bundles to take advantage of consumers' fear of missing out on limited-edition items to generate sales early in the shopping season.

As Halloween approaches, sellers need to be prepared to attract these last-minute shoppers. Through limited-time sales, bundle discounts, and loyalty rewards, sellers can effectively attract price-conscious consumers. In addition, ensuring that the goods are well-stocked and the displays are eye-catching is a huge attraction for consumers who are eager to complete their Halloween shopping plans.

This year, many sellers have also adopted innovative activities to attract Halloween shoppers. The application of AR virtual try-on function allows consumers to virtually try on costumes or preview the decoration effect at home, while social media is full of Halloween-themed challenges, competitions and influencer collaborations. Halloween pop-up stores and interactive displays have once again become hot spots to attract shoppers, providing a unique experience beyond the traditional shopping experience.

Additionally, nostalgia plays a big role during Halloween. Shoppers tend to choose retro-style candies, decorations, and costumes, which provides brands and sellers with an opportunity to use the power of nostalgia through limited seasonal retro packaging products to drive sales while establishing a deeper connection with consumers.

Author✎ Summer/
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