Consumers will spend more on Halloween this year
Susan Dickenson -- Home Accents Today, 9/27/2010 10:16:31 AM
Americans will spend more on Halloween this year, according to the National Retail Federation's 2010 Halloween 
Consumer Intentions and Actions Survey. The results of the survey, conducted by BIGresearch, indicate the average American will spend $66.28 on costumes, candy and decorations, up from last year's $56.31 and comparable to the $66.54 average spend in 2008. Total spending for the holiday is expected to reach $5.8 billion.
Second only to the winter holidays in terms of plans to decorate, half (50.1%) of consumers celebrating Halloween will decorate their home or yard this year.
This year, the highest percentage of people in the survey's history will dress up with four out of 10 people planning to don a costume, and11.5% said they will be dressing up their pets as well.
Additionally, 33.3% will throw/attend a party, nearly three-quarters will hand out candy, 46.3% will carve a pumpkin, 20.8% will visit a haunted house and 31.7% will take their children trick-or-treating.
While spending is expected to increase, three out of 10 consumers say the state of the U.S. economy will still impact their Halloween plans, with most of those respondents citing they would spend less overall (86.8%). Others say they will be buying less candy (45.1%), using last year's decorations and not buying new ones (30.7%), using last year's costume (18.5%) or making a costume (19.5%). Some plan to cut back on traditional activities such as visiting a haunted house (22.3%).
"Though Halloween spending will be much more robust than a year ago, consumers will still err on the side of caution," said Phil Rist, executive vice president for strategic initiatives, BIGresearch. "Americans are excited about Halloween but are still being frugal and pinching their pennies where they can."
NRF's 2010 Halloween Consumer Intentions and Actions Survey, conducted by BIGresearch, was designed to gauge consumer behavior and shopping trends related to the Halloween season. The poll of 9,291 consumers was conducted from Aug. 31 - Sept. 8, 2010. The consumer poll has a margin of error of plus or minus 1.0%.
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