The first of the major shopping holidays is upon us. In fact, Halloween is the fourth most popular holiday that gets consumers to open up their pocketbook—next to Christmas, Thanksgiving and Easter, according to Alliance Data Retail Services(ADRS), a marketing and customer loyalty solutions provider. To help your business get ready, here’s a glance at Halloween by the numbers—and even a sneak peak at how business are prepping for the other major holidays.
49: Percentage of marketers who say they will launch a holiday campaignbefore Halloween, according to Experian Marketing Services, a global information services company. They indicate the most popular time to launch holiday campaigns overall is the first 15 days of November.
158 million: Consumers who will participate in Halloween activities; down from 170 million in 2012, according to the 2013 Halloween Consumer Spending Survey from the National Retail Federation (NRF), the world’s largest retail trade association.
86.1: Percent of those who say they will spend less overall on Halloween this year, and in particular 32.7% will buy less candy while 18.1% will make a costume instead of buying one (NRF).
25.2: Percent who say the state of the economy is impacting their Halloween spending plans (NRF).
$75.03: The average amount the celebrating consumer expects to spend on décor, costumes, candy and fun; down from $79.82 in 2012 (NRF). However…
27: Percent saying they’ll spend more this year than last (ADRS).
$2.6 billion: Expected total TOT +0.38% spending on costumes, from the 43.6 percent of people who plan to dress up (NRF). Children’s costumes rack up $1.04 billion while adult costumes are expected to reach $1.22 billion. And…
$330 million: The expected spend on pet costumes for the 13.8% of those who say they will dress their pet (NRF).
65: Percent who will shop for costumes, spending an average of $66; the average amount spent on candy is expected to be $39 (ADRS). Or…
$27.85: The average a person will spend to buy or make their costumes, down from $28.65 in 2012 (NRF).
$2.08 billion: The total amount expected to be spent on candy (NRF).
$1.96 billion: The total amount expected to be spent on life-size skeletons, fake cob webs, mantle pieces and other festive decorations (NRF).
$360 million: The total amount expected to be spent on greeting cards (NRF).
$6.9 billion: Total estimated spending on Halloween in 2013 (NRF).
70: Percentage of consumers who will purchase candy/treats after Halloween is over, as 57 percent will stock up on Halloween décor (ADRS).
29: Percent who plan to shop for Halloween at a department store (ADRS).
And in preparation for the other holidays…
83: Percent of businesses that plan on running coordinated, cross-channel marketing campaigns during the holiday season (Experian ).
59: Percent who plan to use online display as a marketing channel for the holiday season—followed by e-mail (55%), print (46%), search (30%) and mobile (24%) (Experian).
Happy Halloween!
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