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Top 2016 Halloween Trends

Date post: 15-Apr-2017
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TOP 2016 TRENDS
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Page 1: Top 2016 Halloween Trends

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TOP 2016

TRENDS

Page 2: Top 2016 Halloween 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

Page 3: Top 2016 Halloween Trends

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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

Page 4: Top 2016 Halloween Trends

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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

Page 5: Top 2016 Halloween Trends

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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?

Page 6: Top 2016 Halloween Trends

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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%

Page 7: Top 2016 Halloween Trends

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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.

Page 8: Top 2016 Halloween Trends

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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 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

Page 9: Top 2016 Halloween Trends

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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:

Page 10: Top 2016 Halloween Trends

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nrf.com/halloween

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

1

2

3

4

5

6

7

8

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

Page 11: Top 2016 Halloween Trends

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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

1

2

3

4

5

6

7

8

9

10

Page 12: Top 2016 Halloween Trends

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nrf.com/halloween

TIE

TIE

1

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.

Page 13: Top 2016 Halloween Trends

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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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2

3

4

5

6

7

8

9

10

Pumpkin

Hot Dog

Bumble Bee

Lion / Star Wars Character

Devil

Batman Character

Witch

Superman

Action / Superhero

Cat

TIE

Page 14: Top 2016 Halloween Trends

nrf.com/halloween

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