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Top 2016 Halloween Trends

Date post:15-Apr-2017
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    TOP 2016

    TRENDS

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    nrf.com/halloween

    HISTORICAL HALLOWEEN SPENDINGTotal Halloween spending has grown 12% year-over year. Total combined spending in 2016 is expected to reach $8.4 billion.

    Total Halloween Spending in 2005 - 2016*

    * Figures in billions

    $3.3

    $5 $5.1

    $5.8

    $4.8

    $5.8 $6.9

    $8

    $7

    $7.4

    $6.9

    $8.4

    2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

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    nrf.com/halloween

    MOST SHOPPERS WILL SPEND THEIR BUDGET ON COSTUMES & CANDYHalloween shoppers plan to spend an average of $82.93, of which 67% will be spent on costumes and candy.

    $16.98

    $21.57

    $23.33 $24.17

    $20.75

    $23.37

    $26.52

    $28.65 $27.85

    $29.26

    $27.33

    $31.03

    $17.09

    $18.72

    $19.84 $20.39

    $17.99

    $20.29

    $21.05

    $23.27

    $22.37 $23.39 $23.10

    $24.43

    $12.35

    $15.63

    $17.73 $18.25

    $14.54

    $18.66

    $19.79

    $23.56

    $20.99 $21.20 $20.34

    $23.62

    $2.06 $3.14

    $3.92 $3.73 $3.02

    $3.95 $4.96

    $4.34 $3.82 $3.67 $3.57 $3.84

    2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

    Costumes (including children's and pets) Candy

    Decorations

    Greeting cards

    https://nrf.com/resources/consumer-data/halloween-headquarters

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    nrf.com/halloween

    HISTORICAL HALLOWEEN CELEBRATION171 million: number of Americans planning to celebrate Halloween

    52.5%

    63.8%

    58.7%

    64.5%

    62.1%

    63.8% 68.6%

    71.5%

    65.8%

    66.7%

    64.0%

    69.1%

    2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

    Percent of people planning to celebrate Halloween

    https://nrf.com/resources/consumer-data/halloween-headquarters

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    nrf.com/halloween

    47.1% 16.2% 34.1% 70.9% 45.5% 20.9% 29.7% 48.6%Dress in costume Dress your pet(s)

    in costume Throw/attend a

    party Hand out candy Carve a pumpkin Visit a haunted

    houseTake children

    trick-or-treating Decorate your

    home/yard

    HOW ARE PEOPLE CELEBRATING HALLOWEEN?Handing out candy will be the number one activity in 2016.

    How Are People Celebrating Halloween?

    https://nrf.com/resources/consumer-data/halloween-headquarters

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    nrf.com/halloween

    WHICH HALLOWEEN ACTIVITIES ARE GROWING IN POPULARITY?More people are dressing themselves and their pets in costumes than at any point over the past 12 years.

    2016 vs. average of last 12 years

    Dress in costume Dress your pet(s)in costume

    Throw/attend aparty

    Hand out candy Carve a pumpkin Visit a hauntedhouse

    Take childrentrick-or-treating

    Decorate yourhome/yard

    7.3% 2.1% 2.6%-1.5%

    1.0% 1.4%-1.9%

    0.3%

    https://nrf.com/resources/consumer-data/halloween-headquarters

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    3.0%

    3.3%

    5.4%

    6.1%

    7.7%

    9.3%

    11.9%

    14.4%

    15.5%

    16.5%

    17.3%

    19.3%

    28.4%

    29.1%

    34.6%

    0% 5% 10% 15% 20% 25% 30% 35% 40%

    Other

    Blogs

    Twitter

    Habit/Wear the same costume each year

    Current Events

    Instagram

    YouTube

    Print Media (magazines, catalogs, etc.)

    Pop Culture (celebrities, TV shows, movies, etc.)

    Pinterest

    Facebook

    Friends/Family

    Does not apply/Will not wear costume

    Within a retail store or costume shop

    Online Search

    nrf.com/halloween

    WHERE WILL CONSUMERS GET THEIR INSPIRATION FOR HALLOWEEN COSTUMES?Online search and in-store search are the runaway leaders in terms of finding inspiration for costumes. Social media is the fastest growing influencer, particularly Pinterest, which has seen 133% growth in the last four years.

    https://nrf.com/resources/consumer-data/halloween-headquarters

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    nrf.com/halloween

    WHERE WILL CONSUMERS SHOP FOR HALLOWEEN?Discount stores and specialty Halloween stores will be the top places to visit this year.

    Categories which saw the largest growth since last year are home improvement stores (+32.1%), online (+26.1%) and department stores (+22%).

    3.6%

    4.8%

    5.0%

    7.1%

    7.7%

    8.9%

    9.4%

    10.2%

    10.3%

    13.0%

    21.8%

    23.4%

    25.7%

    36.4%

    46.7%

    Catalog

    Other

    Home improvement store

    Local/small business

    Greeting card/gift store

    Home dcor store

    Drug store

    Clothing store

    Thrift store/resale shop

    Craft or fabric store

    Online

    Department store

    Grocery store/supermarket

    Specialty Halloween/costume store

    Discount store

    https://nrf.com/resources/consumer-data/halloween-headquarters

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    nrf.com/halloween

    HALLOWEEN DEMOGRAPHIC CUTS: WOMEN VS. MEN

    Men Women

    Decorate their home/yard 40.5% 56.3%

    Have their costume inspired by Pinterest 9.6% 23.0%

    Start shopping in September 30.7% 37.1%

    Dress their pet in a costume 13.1% 19.2%

    Men Women

    Spend more money $88.05 $78.07

    Have their costume inspired by YouTube 14.5% 9.4%

    Throw/attend a party 36.4% 31.9%

    Begin shopping in the last 2 weeks of October 24.6% 18.8%

    Women are more likely to:

    Men are more likely to:

    https://nrf.com/resources/consumer-data/halloween-headquarters

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    nrf.com/halloween

    CHILDRENS TOP 10 COSTUMESAction/Superhero costumes have dethroned Princess costumes as the top choice for children, ending an 11-year reign.

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    Action / Superhero

    Princess

    Animal (Cat, Dog, Lion, Monkey, etc.)

    Batman Character

    Star Wars Character

    Witch / DC Superhero (excl. Batman)

    Frozen Character (Anna, Elsa, Olaf)

    Marvel Superhero (excl. Spider-Man)

    Zombie

    Spider-Man

    TIE

    https://nrf.com/resources/consumer-data/halloween-headquarters

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    nrf.com/halloween

    ADULTS TOP 10 COSTUMES (18-34 YRS. OLD)The superhero trend is really being driven by 18-34 year olds. Slasher movie costumes are also popular with this group.

    Batman Character (Batman, Harley Quinn, The Joker, etc.)

    Witch

    Animal (Cat, Dog, Bunny, etc.)

    Marvel Superhero (Deadpool, Spider-Man, etc.) / DC Superhero (Wonder Woman, Superman, excl. Batman)

    Vampire

    Video Game Character

    Slasher Movie Villain (Freddy, Jason, Michael Myers, etc.)

    Pirate

    Star Wars Character

    Zombie

    TIE

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    https://nrf.com/resources/consumer-data/halloween-headquarters

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    nrf.com/halloween

    TIE

    TIE

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    3

    4

    5

    6

    7

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    10

    Witch

    Pirate

    Political (Trump, Clinton, etc.)

    Vampire

    Batman Character (Batman, Catwoman, etc.)

    Animal (Cat, Dog, Bunny, etc.)

    DC Superhero (Superman, Wonder Woman, excl. Batman) / Star Wars Character

    Ghost / Zombie

    Scary Costume / Mask

    Marvel Superhero (Iron Man, Hulk, Spider-Man, etc.)

    ADULTS TOP 10 COSTUMES (35+ YRS. OLD)Adults over 35 prefer more classic costumes such as witches, pirates and vampires. Coming as no surprise, political costumes are trending strongly with this group.

    https://nrf.com/resources/consumer-data/halloween-headquarters

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    nrf.com/halloween

    TOP 10 PET COSTUMESPumpkins and Hot Dogs are perennial favorites for pet costumes. Lion costumes are gaining steam, moving up to 4th place this year compared with 16th in 2015.

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    Pumpkin

    Hot Dog

    Bumble Bee

    Lion / Star Wars Character

    Devil

    Batman Character

    Witch

    Superman

    Action / Superhero

    Cat

    TIE

    https://nrf.com/resources/consumer-data/halloween-headquarters

  • nrf.com/halloween

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    https://nrf.com/resources/consumer-data/halloween-headquarters