Halloween Spending to Reach $6.86 Billion

Seven in 10 Americans (68.6 percent) plan to celebrate Halloween, up from 63.8 percent last year, according to NRF’s 2011 Halloween Consumer Intentions and Actions Survey conducted by BIGresearch. The growth is largest in NRF’s nine-year survey history.

The amount people spend is also expected to be higher this year, with the average person spending $72.31 on decorations, costumes and candy, up from $66.28 last year, according to the survey.

“Eager to shake off the summer heat and forget about the economy for a few days, Americans are looking forward to having some fun this Halloween,” says NRF president and ceo Matthew Shay. “Many retailers have already stocked their shelves with Halloween merchandise and, given the popularity of the holiday this year, consumers should not hesitate when they find something that would make their celebration complete.”

Included in this year’s holiday plans, the report shows more people plan to dress in costume (43.9 percent verses 40.1 percent in 2010) and throw or attend a party (34.3 percent verses 33.3 percent last year).

The increased activity is expected to slightly increase spending across the board, as well, with the average consumer spending $26.52 on costumes; $19.79 on decorations; and $21.05 on candy.