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People in Halloween costumes
Consumer Trends

2018 Halloween shopping behavior

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2018 Halloween spending is expected to reach a total of $9 billion, the second highest Halloween spending seen post-recession. Consumers are ready to celebrate and shop to kick off the festivities. NRF and Prosper’s annual Halloween Spending Survey found that seven in 10 consumers plan to celebrate this year, and they’ll spend an average of nearly $90 per person. Celebrants plan to purchase everything from decorations to candy to costumes (even for beloved pets).

What’s Halloween without costumes? This year, kids are planning to dress as their favorite princess (back in the number 1 spot) or super hero, while pets will be donning adorable pumpkin, hotdog or bumble bee getups. Adults, on the other hand, are sticking with the traditional spookiness of Halloween, dressing as witches, vampires and zombies.

NRF also analyzed the data by gender, to understand the differing behaviors between men and women surrounding the Halloween shopping season. Spoiler alert: Men are nearly twice as likely than women to find costume inspiration through YouTube.

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Find out how Americans plan to celebrate and which costumes top the list with updated and historical consumer spending surveys.