For Immediate Release:October 16, 2018
Average consumer expected spending to be up over last year’s previous record-high, with 175 million Americans expected to participate & $9 billion spent overall; the Sunshine State’s new favorite candy is Snickers, followed by Skittles and Reese’s Cups
TALLAHASSEE, FL –The Florida Retail Federation (FRF), the state’s premier trade association representing retailers for more than 80 years, announced today that consumer spending on Halloween is expected to be near record-highs with the average person spending more than $86, up slightly from last year. Total spending nationally on Halloween is expected to reach $9 billion.
“With Florida’s economy surging and numerous statewide economic indicators remaining positive, we expect another strong year for spending on Halloween candy, costumes, decorations and other themed purchases,” said FRF President and CEO R. Scott Shalley. “This should mean another robust sales opportunity for retailers who market their goods and scare enough consumers into their stores.”
Additionally, the candy favorited most by Floridians changed this year with Snickers beating out last year’s winner Skittles followed by Reese’s Peanut Butter Cups, according to candystore.com. This year, more than 661,000 pounds of Snickers will be bought in Florida, including 579,000 pounds of Skittles and 214,000 pounds of Reese’s Cups. The top five favorite candies nationally are Skittles, M&Ms, Snickers, Reese’s Cups and Starburst
According to a recent survey done by FRF’s national partners at the National Retail Federation, spending for Halloween is expected to reach $9 billion, the second highest in the survey’s 14-year history. The figure is relatively the same as last year’s previous record of $9.1 billion. Celebrants are planning to spend an average of $86.79, up from last year’s $86.13, with more than 175 million Americans planning to partake in Halloween festivities this year.
According to the survey, consumers plan to spend $3.2 billion on costumes (purchased by 68 percent of Halloween shoppers), $2.7 billion on decorations (74 percent), $2.6 billion on candy (95 percent) and $400 million on greeting cards (35 percent).
Among Halloween celebrants, 70 percent plan to hand out candy, 50 percent will decorate their home or yard, 48 percent will wear costumes, 45 percent will carve a pumpkin, 32 percent will throw or attend a party, 30 percent will take their children trick-or-treating, 21 percent will visit a haunted house and 18 percent will dress pets in costumes.
Pet costumes continue to gain popularity, with nearly 20 percent of celebrants planning to dress their pets in costumes this year up from last year’s 16 percent.
When looking for inspiration for the perfect costume, 35 percent of consumers will look online, 29 percent will look in stores, 19 percent will ask friends and family, 19 percent will look to Pinterest and 16 percent will look to Facebook; 16 percent will be influenced by pop culture and 15 percent by YouTube.
For buying costumes and other Halloween supplies, 45 percent of shoppers will visit discount stores and 35 percent will go to a specialty Halloween store or costume store. In addition, 25 percent will visit department stores, 24 percent will buy online and 24 percent in grocery/supermarket stores.
Top Costumes for Kids
More than 3.8 million children plan to dress as their favorite princess character, 2.5 million as their favorite superhero, 2.2 million as Batman characters, 1.9 million as their favorite Star Wars characters, and another 1.9 million will dress as a witch.
Most Popular Costumes for Kids
- Princess 7.6%
- Superhero 4.9%
- Batman 4.3%
- Star Wars character 3.7%
- Witch 3.6%
- Spider-Man 3.5%
- Avengers character (except Spider-Man) 3.2%
- Ghost 2.9%
- Pirate 2.0%
- Frozen (Elsa, Anna) 1.7%
Top Costumes for Adults
Halloween continues to be popular for adults as well, with half of celebrants (48 percent) planning to dress in costume this year. More than 7.2 million adults plan to dress as a witch, 2.5 million as a vampire, 2.1 million as a zombie, 1.9 million as a pirate, 1.3 million as their favorite Avengers characters such as Iron Man or Black Panther.
Most Popular Costumes for Adults
- Witch 10.7%
- Vampire 3.7%
- Zombie 3.1%
- Pirate 2.9%
- Avengers character (except Spider-Man) 2.0%
- Batman 2.0%
- Star Wars character 1.9%
- Ghost 1.8%
- Super hero 1.8%
- Clown 1.6%
- Wonder Woman 1.5%
Top Costumes for Pets
Pet lovers will also be dressing up their cat or dog for Halloween. Eleven percent of pet lovers will dress their animal in a pumpkin costume, while 7 percent will dress their cat or dog as a hot dog, 5 percent as a bumble bee and 3 percent as the devil.
Most Popular Costumes for Pets
- Pumpkin 11.2%
- Hot dog 7.4%
- Bumble bee 4.9%
- Devil 3.2%
- Cat 3.1%
- Dog 3.1%
- Lion 2.9%
- Star Wars character 2.8%
- Super hero 2.7%
- Ghost 2.5%
ABOUT THE FLORIDA RETAIL FEDERATION
The Florida Retail Federation is the statewide trade association representing retailers -- the businesses that sell directly to consumers. Florida retailers provide one out of every five jobs in the state, pay more than $49 billion in wages annually, and collect and remit more than $20 billion in sales taxes for Florida’s government each year.
ABOUT THE NATIONAL RETAIL FEDERATION
The National Retail Federation is the world’s largest retail trade association. Based in Washington, D.C., NRF represents discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and internet retailers from the United States and more than 45 countries. Retail is the nation’s largest private-sector employer, supporting one in four U.S. jobs — 42 million working Americans. Contributing $2.6 trillion to annual GDP, retail is a daily barometer for the nation’s economy.