Date post: | 15-Apr-2017 |
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Retail |
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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 pet’s) Candy
Decorations
Greeting cards
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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
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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?
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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%
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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
Habit/Wear the same costume each year
Current Events
YouTube
Print Media (magazines, catalogs, etc.)
Pop Culture (celebrities, TV shows, movies, etc.)
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.
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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 décor 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
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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:
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CHILDREN’S TOP 10 COSTUMESAction/Superhero costumes have dethroned Princess costumes as the top choice for children, ending an 11-year reign.
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9
10
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
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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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3
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5
6
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8
9
10
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TIE
TIE
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2
3
4
5
6
7
8
9
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.
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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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3
4
5
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9
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Pumpkin
Hot Dog
Bumble Bee
Lion / Star Wars Character
Devil
Batman Character
Witch
Superman
Action / Superhero
Cat
TIE
nrf.com/halloween
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