As would be expected, because of the Coronavirus Halloween sales won’t be quite as robust as they were last year, but they are still expected to be fairly strong, the National Retail Federation forecasts.
“The autumnal holiday may look a little different this year, but consumers are finding ways to safely mark the occasion,” NRF has discovered.
A federation survey found more than 148 million adults plan to participate in Halloween-related activities. Among those celebrants, safe at-home activities ranked highest: 53% plan to decorate their homes, 46% plan to carve a pumpkin and 18% will dress up their pet.
Consumer spending is expected to reach $8.05 billion, down slightly from $8.78 billion in 2019, due to the drop in in-person participation. However, consumers are spending more on the activities that will ensure a memorable holiday, NRF says.
Those who are celebrating plan to spend $92.12 on average compared with $86.27 in 2019. Consumers are doing what they can to still make it a special event by spending a little more on things like home decorations, candy and greeting cards.
Fewer people between 18-24 say they will celebrate this year, but the ones who will aren’t shying away from purchases, planning to spend $11 more on average, primarily on decorations and candy.
Shoppers continue to prefer online shopping as a safe and convenient option during the pandemic. This year, 30% plan to make their Halloween purchases online, compared with 25% last year.
“Retailers are prepared to meet the increased demand for seasonal décor, costumes and other items that allow families the opportunity to observe Halloween safely,” observes NRF President Matthew Shay