Halloween decoration area at a shopping mall in Wheaton, Maryland (USA). Photo: Ngoc Quang, VNA reporter in the US
The National Retail Federation (NRF) annual survey shows that Americans' spending on Halloween this year is expected to reach a record $13.1 billion, up from $11.6 billion last year and surpassing the record $12.2 billion set in 2023.
Even with concerns about rising prices due to tariffs, Halloween continues to be a hit with consumers of all ages, said Katherine Cullen, NRF vice president of industry and consumer affairs. More consumers are planning to participate in activities and traditions, and retailers are ready to ensure the shopping experience is a fun one for consumers this holiday season.
The NRF survey, conducted by Prosper Insights & Analytics, found that a majority of Halloween shoppers (79%) expect prices to be higher this year due to tariffs. Despite these concerns, nearly three-quarters of consumers (73%) still plan to celebrate the holiday, up from 72% last year.
The most popular activities include handing out candy (66%), dressing up (51%), decorating the house or yard (51%), carving pumpkins (46%), hosting or attending a party (32%), going to a “haunted house” (24%), or dressing up a pet (23%).
Candy remains the most popular item, with total spending expected to reach $3.9 billion. In other categories, 71% of consumers plan to buy costumes, with spending expected to reach $4.3 billion. Additionally, 78% plan to buy decorations (up from 75% last year), with total spending expected to reach $4.2 billion. 38% plan to buy greeting cards (up from 33% in 2024), with total spending expected to reach $0.7 billion.
Per capita spending hit a record $114.45, up nearly $11 from last year and surpassing the previous record of $108.24 by 2023.
Like last year, consumers continued to shop early. Nearly half (49%) started shopping in September or earlier, up slightly from 47% the year before. Top reasons for shopping early included: looking forward to fall (44%), considering Halloween one of their favorite holidays (37%), not wanting to miss out on a favorite item (33%), and wanting to avoid the stress of last-minute shopping (33%).
Discount stores (42%) remain the top destination for Halloween shopping, followed by Halloween or costume stores (31%) and online shopping (31%). Discount stores saw a 5 percentage point increase in shoppers compared to last year (from 37% in 2024).
“For consumers looking to balance their budgets, strategies like buying early to spread out their spending or shopping at discount stores are ways they are being cost-conscious,” said Phil Rist, vice president of strategy at Prosper Insights & Analytics. “Despite budget considerations, consumers are determined to prioritize Halloween activities to create special memories with loved ones.”
The top sources of Halloween ideas remain: searching online (37%), at retail or costume stores (27%), and friends and family (21%).
The items expected to be spent the most by American consumers this Halloween are adult costumes ($2 billion), children's costumes ($1.4 billion) and pet costumes ($0.86 billion).
Halloween is a traditional festival celebrated on October 31 every year, the evening before All Saints' Day in Western Christianity. Popular activities during Halloween include trick-or-treating, attending costume parties, lighting bonfires, carving pumpkins, apple bobbing, playing pranks, watching movies or telling horror stories...
Source: https://vtv.vn/chi-tieu-dip-halloween-o-my-se-dat-muc-ky-luc-131-ty-usd-100251006080546101.htm
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