Executive Summary

According to new survey data from the National Retail Federation (NRF) and Prosper Insights & Analytics:

• US consumers plan to spend an average of $86.27 this Halloween – far less than other holidays such as Valentine’s Day’s $162 average and down slightly from last year’s Halloween record of $86.79 per person.
• Average spend has remained relatively flat over the past few years, although the long-term trend in total spend has been a slow but steady rise, from $3.3 billion in 2005 to $8.8 billion in 2019.
• Celebrants will look to social media this year more than ever before: 35% of those surveyed will look online for inspiration, the next highest is in-store at 28%.
• Some 67% of those who will shop this year plan to buy a costume.