Halloween 2014: A Trick or A Treat for Retailers?

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Filed Under: Industry Trends

The appearance of Goblins and Zombies means one thing… Halloween is lurking around the corner.

“There’s no question that the variety of adult, child and even pet costumes now available has driven the demand and popularity of Halloween among consumers of all ages,” said NRF President and CEO Matthew Shay.

Shay also stated that with the holiday falling on a Friday this year, it can only mean that the participation will be larger this year.

What does this mean for retailers? According to the NRF, the average person will be spending $77.52 on Halloween related items, compared to $75.03 spent on average last year.

What will consumers spend their money on?
Source: Prosper Insights & Analytics, Monthly Consumer Survey, SEP-14

Source: Prosper Insights & Analytics, Monthly Consumer Survey, SEP-14

 

When will consumers begin shopping for Halloween?
Source: Prosper Insights & Analytics, Monthly Consumer Survey, SEP-14

Source: Prosper Insights & Analytics, Monthly Consumer Survey, SEP-14

With the total spending on Halloween equaling $7.4 billion dollars, it is no wonder retailers are getting in the game with pop-up stores showing up in neighborhoods all over the country; some as early as August.

As quoted in the CNN Money article, the early start is “likely part of the broader trend to extend the selling season,” said Christina Norsig, founder of PopUpInsider, an online marketplace for temporary retail space.

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Below is a presentation by the NRF on the Top 10 Trends in Halloween Spending for 2014.

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Active Staff
Active International helps the world’s leading brands use corporate assets to fund media, marketing initiatives and path to purchase programs that increase consumer engagement and loyalty. As the global leader in corporate trade, Active has provided its clients with $1.5 billion in economic benefit since 1984. The company is based in New York and has offices in 14 countries.

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