A survey by Opinion Research for the International Council of Shopping Centers (ICSC) finds that nearly three-quarters (74%) of U.S. households plan to spend money on Halloween-related items this year. The total for Halloween-related spending is expected to be approximately $11.3 billion in 2014, although ICSC has no previous survey to compare that to.
“Halloween has continued to grow in importance over the past several years and consumer demand has driven retailers to place greater emphasis on the holiday..
Excluding households that don’t plan to spend anything on Halloween, the average household plans to spend $125 this year on candy, costumes, decorations or other Halloween-related items. Eight out of ten households plan to spend the same or more on Halloween compared to last year, with one out of five households planning to increase spending.
When asked what influences them the most when choosing a store for Halloween, 64% of consumers said sales or the lowest price, 31% said the ability to physically see, touch or try on the merchandise and 29% said convenience/one-stop shopping/good parking. Overall, according to the survey, more than 90% of households will select brick-and-mortar retail stores as the preferred venue for Halloween shopping, and online is expected to see a 7% share of purchases.