Digital Marketing Researches & Reports

The US 2017 Halloween Shopper | NRF

Shopping Seasons | USA

Halloween is an optimal time to capture the attention of consumers. Besides, it is one of the huge marketing seasons. In fact, it is one of the few times each year when nearly any brand can be as silly, scary, or strange as they like to be.

More than 179 million Americans (72%) are planning to partake in Halloween festivities, up from 171 million last year. To find out how American consumers’ behavior and shopping trends related to this fright and delight beloved autumn holiday, check the below findings:

US Halloween Spend:

  • American consumers are expected to spend $9.1 billion in 2017, up from $8.4 billion in 2016.
  • Almost all of the celebrants are planning to purchase candy (95%), while 72% are planning to purchase decorations, costumes (69%) and greeting cards (37%).
  • Costumes will make up the largest share of spending (3.48 billion).
  • Men are planning to spend nearly $20 more than women on average ($96 vs. $77).
  • Discounts (47.1%) and Halloween stores (37.5%) are the top preferred places for celebrants shoppers, followed by the grocery store (25.4%), department store (24.4%) and online (22.3%).

US Halloween Shopping Start Time:

  • About a third of US Halloween celebrants shoppers (36.3%) are preferring to start their Halloween shopping in September or earlier, while October attracts the vast majority of the Halloween shoppers (64%). But the majority (43.6%) prefers the first 2 weeks, besides 20.1% planning to stay to the last 2 weeks.
  • Men (24%) are significantly more likely than women (17%) to wait until the last two weeks of October to begin their shopping.

US Halloween Costumes:

  • Younger celebrants (18-24) are more likely to dress in costume and attend or host a party, while older generations are much more likely to hand out candy (70.6%).
  • The top costume for children is reported to be an action hero or superhero (48.2%), while the top pick for adults is a witch, with 10% of consumers will dressing their pets.
Infographic: the US 2017 Halloween Shopper | NRF

US Halloween Celebrants are Expected to Spend $9.1 Billion in 2017


Founded in 1991 and based in Washington, D.C., the National Retail Federation (NRF) is the world’s largest retail trade association. NRF represents discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and also Internet retailers within the United States and over 45 countries around the whole world. As retail is the nation’s largest private-sector employer, it supports one in four the US. jobs and it contributes $2.6 trillion to the annual GDP.

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