1. Trends

2. 0%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
50%
64% 64% 64%66% 67%69% 72%
59% 65%
62%
100%
$
0
$
5
$
10
Total Halloween Spending and % of Americans Celebrating
53%
Billions
nrf.com/halloween
HALLOWEEN BY THE NUMBERS
157 million: number of Americans planning to celebrate Halloween
Source: 2015 NRF Halloween Spending Survey conducted by Prosper Insights & Analytics
Average Spending: $74
Adult costumes: $1.2 billion
Children’s costumes: $950 million
$
6.9
BILLION
Total spending:
--- Total spending in Billions% Planning to Celebrate

3. nrf.com/halloween
MILLENNIALS ARE MORE
LIKELY TO PARTICIPATE
IN SPOOKTACULAR
HALLOWEEN ACTIVITIES
Source: 2015 NRF Halloween Spending Survey conducted by Prosper Insights & Analytics
7 in 10: dressing in costume
Nearly half: Throwing/attending a
party
One-third: Visiting haunted house
1 in 5 plan to dress their pets
in costumes
Total Millennials
Dress in costume
44%
70%
Throw/attend a party
32%
48%
Dress your pet(s) in costume
13%
20%
81% % of consumers 18-34
years old planning to
celebrate Halloween
(18-34 yr olds)
Total Population vs. Millenials’ Celebrations

4. nrf.com/halloween
68 MILLION AMERICANS
WILL DRESS IN COSTUME
Source: 2015 NRF Halloween Spending Survey conducted by Prosper Insights & Analytics
0%
20%
40%
60%
80%
2010 2011 2012 2013 2014 2015
Hand out candy Dress in costume Dress your pet(s) in costume Decorate your home/yard Throw/attend a party
How Americans will celebrate Halloween
45%49 million people will host or attend a Halloween party will decorate their
home or yard

5. 20 million: number of people planning
to dress their pets in costumes
$350 million: total spending on pet
costumes
1 in 5 millennials will dress their pets
in costume vs. 13% of average adults
nrf.com/halloween
Source: 2015 NRF Halloween Spending Survey conducted by Prosper Insights & Analytics
FIDO AND KITTY ARE MORE LIKELY TO
SHARE IN HALLOWEEN CELEBRATIONS
WITH THEIR MILLENNIAL CARETAKERS

6. nrf.com/halloween
Source: 2015 NRF Halloween Spending Survey conducted by Prosper Insights & Analytics
HALLOWEEN GETS SOCIAL: PINTEREST
REIGNS AS TOP PLACE FOR MILLENNIALS
TO FIND COSTUME INSPIRATION
16%
25%
of Millennials will
use Instagram vs.
7% of average adults
will use Pinterest
vs. 13% of average adults

7. *
nrf.com/halloween
Source: 2015 NRF Halloween Spending Survey conducted by Prosper Insights & Analytics * Not all categories listed.
Online search Within a retail
store or costume
shop
Pop culture
(celebrities,
TV shows,
movies, etc.)
Current
events
Facebook Instagram Pinterest Twitter YouTube
49%
34%
24%
11%
23% 16%
25%
9%
15%
HOW WILL MILLENNIALS
LOOK FOR COSTUME
IDEAS?

8. COOLER WEATHER BRINGS BOOM IN
HALLOWEEN SHOPPING
Source: 2015 NRF Halloween Spending Survey conducted by Prosper Insights & Analytics
nrf.com/halloween
4 in 10 Americans begin shopping for Halloween within the first 2 weeks in October.
41%
28%
25%6%
First 2 weeks of
October
One-quarter of Americans will wait until the
last minute to shop for Halloween this year.
Last 2 weeks of
October
September
Before
September

9. nrf.com/halloween
NRF/Prosper Insights & Analytics’ Halloween Spending Survey
polls more than 6,000 consumers each year and has a margin of
error between +/- 1 to 1.3 percentage points.