Executive Summary

• US Halloween spending is expected to reach $9.0 billion this year, according to the National Retail Federation’s (NRF) annual survey conducted by Prosper Insights & Analytics. This spending level ranks just under last year’s record $9.1 billion, which was the largest Halloween spend in the 14 years of survey data.
• Discount stores continue to be the top Halloween shopping destination, with 45% of survey respondents stating they will purchase their Halloween items in discount stores.
• Online searches inspire more than a third of costume ideas. Approximately 35% of consumers said they will find inspiration online, followed by 29% who will look for their ideas in stores.
• Dressing as a favorite princess steals the spot for most popular costume followed by last year’s winner of superhero. Witches continue to be popular with adults and 2018 has seen a surge in the number of people who will dress their pet in costume for the holiday.