FRANKFORT, KY — Nearly half of Halloween shoppers are already purchasing seasonal items, with spending expected to reach near-record levels this fall, according to results from an annual survey by the National Retail Federation (NRF).
The survey of nearly 8,000 consumers found 47% of participants beginning their shopping before October this year — up from just 37% in 2019 and 32% in 2014. NRF projects that total spending for Halloween 2024 nationwide will reach $11.6 billion, approaching last year’s record-setting $12.2 billion.
“Halloween starts the important run-up to the holiday shopping season,” said Tod Griffin, president of the Kentucky Retail Federation. “Seeing people shopping earlier continues a significant trend and could indicate an earlier start to holiday shopping, as people spread out purchases.”
Individual consumer spending for the Halloween season is projected to average approximately $104, just shy of last year’s record of $108.24.
Among spending categories, Americans plan to spend $3.8 billion on costumes, $3.8 billion on decorations, $3.5 billion on candy and $0.5 billion on greeting cards. Discount stores (37%) remain the top destination to buy Halloween items, followed by Halloween/costume specialty stores (33%) and online marketplaces (33%).
According to the 2024 NRF survey, this year’s most popular Halloween costumes for children include Spider-Man, ghosts, princesses, witches and superheroes. Among adults, witches, vampires, cats, Batman and pirates were listed as top choices. And for those dressing up pets: pumpkins, hot dogs, bats, ghosts and bumblebees were the highest ranked costumes.
Total consumer spending on costumes is projected to be similar to last year — $1.8 billion for adult costumes, $1.3 billion for children’s costumes and $0.7 billion for pet costumes.
“Kentucky retailers take pride in providing customers with the wide selection they want along with the value they need,” added Griffin. “Whether you’re shopping for delightful decorations, creepy costumes or tasty treats this Halloween, our retail establishments big and small are here to serve you.”
For more information about the Kentucky Retail Federation, please visit KyRetail.com.
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About the Kentucky Retail Federation
The Kentucky Retail Federation is the "Voice of Retailing" throughout the Commonwealth, representing retailers of all types and sizes since 1939. From Main Street to the mall, retailers enhance Kentucky's communities and provide a better quality of life for Kentuckians everywhere. Kentucky's retail industry supports 556,000 jobs and pays more than $9.3 billion in wages annually. Retailers collect over $2.8 billion in state sales tax and pay millions in other taxes to state and local governments.
