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Top 2015 Halloween Trends

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NRF’s 2015 Halloween Consumer Spending Survey was designed to gauge consumer behavior and shopping trends related to Halloween spending. The survey was conducted for NRF by Prosper Insights & Analytics. The poll of 6,754 consumers was conducted September 1-8, 2015. The consumer poll has a margin of error of plus or minus 1.3 percentage points.

Lean more: https://nrf.com/resources/halloween-headquarters

Published in: Retail
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Top 2015 Halloween Trends

  1. 1. Trends
  2. 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. 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. 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. 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. 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. 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. 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. 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.

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