Halloween Spending Soars as Celebrations Near Pre-Pandemic Levels 

Record sales expected as merch hits shelves earlier than usual.
License Global

September 24, 2021


Consumer spending on Halloween-related items is expected to reach an all-time high of $10.14 billion, up from $8.05 billion in 2020, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics. Plans to celebrate Halloween are up this year compared with last and are close to pre-pandemic levels.  

“Americans plan to spend more than ever to make this Halloween a memorable one,” says Matthew Shay, president and chief executive officer, NRF. “Retailers have implemented a number of measures, such as bringing in Halloween products earlier than normal, to ensure their shelves are stocked with seasonal candy, décor and other items ahead of this important holiday.”  

An estimated 65% of Americans intend to celebrate Halloween or participate in Halloween activities this year, up from 58% in 2020 and comparable with 68% in 2019 before the COVID-19 pandemic. Households with children are much more likely to celebrate Halloween (82%) than those without (55%).


This year consumers are shopping for Halloween items earlier than ever, with 45% planning to shop in September or earlier and another 39% during the first two weeks of October.  

“This year in particular, we see an emphasis on Halloween spending from families,” says Phil Rist, executive vice president, strategy, Prosper Insights. “Not only are those with children intending to spend more on Halloween-related items like costumes, but they are also getting a kick start on their shopping.”  

Interest in pet costumes remains high with one in five intending to dress their pet up for Halloween this year. Younger adults are more likely to dress their pets in costume, as 28% of those aged 18-24 and 30% of those aged 25-34 plan to do so.  

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