Must-read for cross-border Sellers: US Consumer Trend Forecast for Halloween 2023
Time： 2023-10-10 10:51
Halloween shopping is once again sweeping the United States as October 31 approaches.
Are you ready for the annual shopping spree?
What surprises and changes will Halloween bring to the market in 2023? How much purchasing power will consumers have? What will be the hottest Halloween merchandise this year?
Check out the forecast data with IAN~
Halloween shopping data: Consumers are shopping at an all-time high and are expected to hit a record high
In 2023, the number of U.S. consumers who plan to celebrate Halloween will reach an all-time high -- 73%.
Forty-five percent of consumers will start their Halloween shopping in the first two weeks of October, while 16 percent will wait until the last two weeks.
68% of Halloween shopping will take place in brick-and-mortar stores; 31% of consumers will buy online and pick up the goods in store; 65% of them buy online. Among online shopping platforms, 61% of consumers plan to buy clothes on Amazon, and 39% will choose a large store such as Walmart.
Overall, Halloween has become an important commercial holiday in the United States, and consumers will be more enthusiastic about shopping in 2023.
（National Retail Federation）
Halloween spending projections for 2023
In total, Americans are expected to spend $12.2 billion on Halloween in 2023. The average American has a budget of $108.24 for 2023 Halloween items like costumes, candy, and decorations. If you include the cost of parties and events, the average American will spend about $250 in total on Halloween in 2023.
1. Halloween candy spending forecast
Candy spending has always dominated the top three Halloween budgets.
In 2023, Americans will spend a total of $3.1 billion on Halloween candy, with 96% of U.S. households saying they will buy candy for Halloween. Reese's Peanut Butter Cups were the most popular among Americans, followed by Skittles, Starburst and Sour Patch Kids.
（National Retail Federation）
2. Halloween costume expenditure forecast
Costumes make up the biggest part of the household budget for Halloween shopping. Sixty-two percent of consumers said price was the most important factor in choosing clothing.
In 2023, spending on adult apparel will reach $1.7 billion, accounting for 47.2%; Spending on children's clothing will reach $1.2 billion, accounting for 33.3%; Pet clothing $700 million, accounting for 19.4%. American adults spend more on their own clothing than children do. The witch costume is the most popular choice, with 5.8 million adults and 1.4 million children expected to choose one for Halloween in 2023.
U.S. consumers spent a total of $3.6 billion on costumes for Halloween 2022, up 9.09% year over year, with an average budget of $33.75. In 2023, the per capita budget will be $3.09 higher than in 2022.
（National Retail Federation and U.S. Bureau of Labor Statistics）
3. Halloween decoration expenditure forecast
Decorations are also one of the top three items in Halloween shopping, with 75 percent of households buying them. According to the survey, 71% of Americans have budgeted $100 for Halloween decorations in 2023, while 22% have budgeted nothing.
Pumpkin is a very important part of the decoration. Pumpkin prices rose 38.5% from 2017 to 2023. Thirty-one percent of Americans say they spend as much on Halloween decorations as they do on Christmas.
Halloween consumer statistics
American consumers' Halloween shopping behavior varies by demographic.
Households in the South spend more on average than households in the Midwest. Specific data shows that people in the South spend an average of $106.64 on Halloween, which is at least 2.97% higher than other regions; Midwesterners, on average, spent $95.6, at least 4.65% less than other regions. This suggests that region and family structure are one of the important factors affecting Halloween consumption. Such data can help sellers target different customer segments more accurately.
Among the different age groups, those aged 35 to 44 had the highest average budget at $149.34, at least 14.4 per cent higher than the other age groups. By comparison, the average budget for people over 65 is only $57.07. The elderly are also the least likely to buy clothing, at least 40.7 percent more than other age groups.
These data reflect that age is a key factor affecting Halloween consumption, which can help sellers develop targeted marketing strategies.