Halloween spending to reach $8.4 billion this year More than 171 million Americans plan to celebrate Halloween this year, spending an average $82.93, up from last year’s $74.34. Total spending is expected to reach $8.4 billion, an all-time high in NRF’s history of annual surveys conducted by Prosper Insights. https://nrf.com/resources/consumer-data/halloween-headquarters

1. TOP 2016
TRENDS

2. nrf.com/halloween
HISTORICAL HALLOWEEN SPENDING
Total Halloween spending has grown 12% year-over year. Total combined spending
in 2016 is expected to reach $8.4 billion.
Total Halloween Spending in 2005 - 2016*
* Figures in billions
$3.3
$5
$5.1
$5.8
$4.8
$5.8
$6.9
$8
$7
$7.4
$6.9
$8.4
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

3. nrf.com/halloween
MOST SHOPPERS WILL SPEND THEIR
BUDGET ON COSTUMES & CANDY
Halloween shoppers plan to
spend an average of $82.93,
of which 67% will be spent on
costumes and candy.
$16.98
$21.57
$23.33
$24.17
$20.75
$23.37
$26.52
$28.65
$27.85
$29.26
$27.33
$31.03
$17.09
$18.72
$19.84
$20.39
$17.99
$20.29
$21.05
$23.27
$22.37
$23.39 $23.10
$24.43
$12.35
$15.63
$17.73
$18.25
$14.54
$18.66
$19.79
$23.56
$20.99 $21.20
$20.34
$23.62
$2.06
$3.14
$3.92 $3.73
$3.02
$3.95
$4.96
$4.34
$3.82 $3.67 $3.57
$3.84
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Costumes (including
children's and pet’s)
Candy
Decorations
Greeting cards

4. nrf.com/halloween
HISTORICAL HALLOWEEN CELEBRATION
171 million: number of Americans planning to celebrate Halloween
52.5%
63.8%
58.7%
64.5%
62.1%
63.8% 68.6%
71.5%
65.8%
66.7%
64.0%
69.1%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Percent of people planning to celebrate Halloween

5. nrf.com/halloween
47.1% 16.2% 34.1% 70.9% 45.5% 20.9% 29.7% 48.6%
Dress in costume Dress your pet(s)
in costume
Throw/attend a
party
Hand out candy Carve a pumpkin Visit a haunted
house
Take children
trick-or-treating
Decorate your
home/yard
HOW ARE PEOPLE CELEBRATING
HALLOWEEN?
Handing out candy will be the number one activity in 2016.
How Are People Celebrating Halloween?

6. nrf.com/halloween
WHICH HALLOWEEN ACTIVITIES ARE
GROWING IN POPULARITY?
More people are dressing themselves and their pets in costumes than at any point
over the past 12 years.
2016 vs. average of last 12 years
Dress in costume Dress your pet(s)
in costume
Throw/attend a
party
Hand out candy Carve a pumpkin Visit a haunted
house
Take children
trick-or-treating
Decorate your
home/yard
7.3% 2.1% 2.6%
-1.5%
1.0% 1.4%
-1.9%
0.3%

7. 3.0%
3.3%
5.4%
6.1%
7.7%
9.3%
11.9%
14.4%
15.5%
16.5%
17.3%
19.3%
28.4%
29.1%
34.6%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Other
Blogs
Twitter
Habit/Wear the same costumeeach year
Current Events
Instagram
YouTube
Print Media (magazines,catalogs,etc.)
Pop Culture (celebrities,TV shows,movies, etc.)
Pinterest
Facebook
Friends/Family
Does not apply/Will not wear costume
Within a retail store or costumeshop
OnlineSearch
nrf.com/halloween
WHERE WILL CONSUMERS GET THEIR
INSPIRATION FOR HALLOWEEN
COSTUMES?
Online search and in-store
search are the runaway leaders
in terms of finding inspiration
for costumes. Social media is
the fastest growing influencer,
particularly Pinterest, which
has seen 133% growth in the
last four years.

8. nrf.com/halloween
WHERE WILL CONSUMERS SHOP FOR
HALLOWEEN?
Discount stores and specialty
Halloween stores will be the
top places to visit this year.
Categories which saw the
largest growth since last year
are home improvement stores
(+32.1%), online (+26.1%) and
department stores (+22%).
3.6%
4.8%
5.0%
7.1%
7.7%
8.9%
9.4%
10.2%
10.3%
13.0%
21.8%
23.4%
25.7%
36.4%
46.7%
Catalog
Other
Home improvement store
Local/small business
Greeting card/gift store
Home décor store
Drug store
Clothing store
Thrift store/resale shop
Craft or fabric store
Online
Department store
Grocery store/supermarket
SpecialtyHalloween/costume store
Discount store

9. nrf.com/halloween
HALLOWEEN DEMOGRAPHIC CUTS:
WOMEN VS. MEN
Men Women
Decorate their home/yard 40.5% 56.3%
Havetheir costume inspired by Pinterest 9.6% 23.0%
Start shopping in September 30.7% 37.1%
Dress their pet in a costume 13.1% 19.2%
Men Women
Spend more money $88.05 $78.07
Havetheir costume inspired by YouTube 14.5% 9.4%
Throw/attend a party 36.4% 31.9%
Begin shopping in the last 2 weeks of October 24.6% 18.8%
Women are more likely to:
Men are more likely to:

10. nrf.com/halloween
CHILDREN’S TOP 10 COSTUMES
Action/Superhero costumes
have dethroned Princess
costumes as the top choice
for children, ending an
11-year reign.
1
2
3
4
5
6
7
8
9
10
Action / Superhero
Princess
Animal (Cat, Dog, Lion, Monkey, etc.)
Batman Character
Star Wars Character
Witch / DC Superhero (excl. Batman)
Frozen Character (Anna, Elsa, Olaf)
Marvel Superhero (excl. Spider-Man)
Zombie
Spider-Man
TIE

11. nrf.com/halloween
ADULTS TOP 10 COSTUMES (18-34 YRS. OLD)
The superhero trend is
really being driven by 18-
34 year olds. Slasher movie
costumes are also popular
with this group.
Batman Character (Batman, Harley Quinn, The Joker, etc.)
Witch
Animal (Cat, Dog, Bunny, etc.)
Marvel Superhero (Deadpool, Spider-Man, etc.) / DC
Superhero (Wonder Woman, Superman, excl. Batman)
Vampire
Video Game Character
Slasher Movie Villain (Freddy, Jason, Michael Myers, etc.)
Pirate
Star Wars Character
Zombie
TIE
1
2
3
4
5
6
7
8
9
10

12. nrf.com/halloween
TIE
TIE
1
2
3
4
5
6
7
8
9
10
Witch
Pirate
Political (Trump, Clinton, etc.)
Vampire
Batman Character (Batman, Catwoman, etc.)
Animal (Cat, Dog, Bunny, etc.)
DC Superhero (Superman, Wonder Woman, excl.
Batman) / Star Wars Character
Ghost / Zombie
Scary Costume / Mask
Marvel Superhero (Iron Man, Hulk, Spider-Man, etc.)
ADULTS TOP 10 COSTUMES (35+ YRS. OLD)
Adults over 35 prefer more
classic costumes such
as witches, pirates and
vampires. Coming as no
surprise, political costumes
are trending strongly with
this group.

13. nrf.com/halloween
TOP 10 PET COSTUMES
Pumpkins and Hot Dogs are
perennial favorites for pet
costumes. Lion costumes are
gaining steam, moving up to
4th
place this year compared
with 16th
in 2015.
1
2
3
4
5
6
7
8
9
10
Pumpkin
Hot Dog
Bumble Bee
Lion / Star Wars Character
Devil
Batman Character
Witch
Superman
Action / Superhero
Cat
TIE

14. nrf.com/halloween