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Top 2016 Halloween Trends

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Halloween spending to reach $8.4 billion this year More than 171 million Americans plan to celebrate Halloween this year, spending an average $82.93, up from last year’s $74.34. Total spending is expected to reach $8.4 billion, an all-time high in NRF’s history of annual surveys conducted by Prosper Insights.
https://nrf.com/resources/consumer-data/halloween-headquarters

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Top 2016 Halloween Trends

  1. 1. TOP 2016 TRENDS
  2. 2. nrf.com/halloween HISTORICAL HALLOWEEN SPENDING Total Halloween spending has grown 12% year-over year. Total combined spending in 2016 is expected to reach $8.4 billion. Total Halloween Spending in 2005 - 2016* * Figures in billions $3.3 $5 $5.1 $5.8 $4.8 $5.8 $6.9 $8 $7 $7.4 $6.9 $8.4 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
  3. 3. nrf.com/halloween MOST SHOPPERS WILL SPEND THEIR BUDGET ON COSTUMES & CANDY Halloween shoppers plan to spend an average of $82.93, of which 67% will be spent on costumes and candy. $16.98 $21.57 $23.33 $24.17 $20.75 $23.37 $26.52 $28.65 $27.85 $29.26 $27.33 $31.03 $17.09 $18.72 $19.84 $20.39 $17.99 $20.29 $21.05 $23.27 $22.37 $23.39 $23.10 $24.43 $12.35 $15.63 $17.73 $18.25 $14.54 $18.66 $19.79 $23.56 $20.99 $21.20 $20.34 $23.62 $2.06 $3.14 $3.92 $3.73 $3.02 $3.95 $4.96 $4.34 $3.82 $3.67 $3.57 $3.84 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Costumes (including children's and pet’s) Candy Decorations Greeting cards
  4. 4. nrf.com/halloween HISTORICAL HALLOWEEN CELEBRATION 171 million: number of Americans planning to celebrate Halloween 52.5% 63.8% 58.7% 64.5% 62.1% 63.8% 68.6% 71.5% 65.8% 66.7% 64.0% 69.1% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Percent of people planning to celebrate Halloween
  5. 5. nrf.com/halloween 47.1% 16.2% 34.1% 70.9% 45.5% 20.9% 29.7% 48.6% Dress in costume Dress your pet(s) in costume Throw/attend a party Hand out candy Carve a pumpkin Visit a haunted house Take children trick-or-treating Decorate your home/yard HOW ARE PEOPLE CELEBRATING HALLOWEEN? Handing out candy will be the number one activity in 2016. How Are People Celebrating Halloween?
  6. 6. nrf.com/halloween WHICH HALLOWEEN ACTIVITIES ARE GROWING IN POPULARITY? More people are dressing themselves and their pets in costumes than at any point over the past 12 years. 2016 vs. average of last 12 years Dress in costume Dress your pet(s) in costume Throw/attend a party Hand out candy Carve a pumpkin Visit a haunted house Take children trick-or-treating Decorate your home/yard 7.3% 2.1% 2.6% -1.5% 1.0% 1.4% -1.9% 0.3%
  7. 7. 3.0% 3.3% 5.4% 6.1% 7.7% 9.3% 11.9% 14.4% 15.5% 16.5% 17.3% 19.3% 28.4% 29.1% 34.6% 0% 5% 10% 15% 20% 25% 30% 35% 40% Other Blogs Twitter Habit/Wear the same costumeeach year Current Events Instagram YouTube Print Media (magazines,catalogs,etc.) Pop Culture (celebrities,TV shows,movies, etc.) Pinterest Facebook Friends/Family Does not apply/Will not wear costume Within a retail store or costumeshop OnlineSearch nrf.com/halloween WHERE WILL CONSUMERS GET THEIR INSPIRATION FOR HALLOWEEN COSTUMES? Online search and in-store search are the runaway leaders in terms of finding inspiration for costumes. Social media is the fastest growing influencer, particularly Pinterest, which has seen 133% growth in the last four years.
  8. 8. nrf.com/halloween WHERE WILL CONSUMERS SHOP FOR HALLOWEEN? Discount stores and specialty Halloween stores will be the top places to visit this year. Categories which saw the largest growth since last year are home improvement stores (+32.1%), online (+26.1%) and department stores (+22%). 3.6% 4.8% 5.0% 7.1% 7.7% 8.9% 9.4% 10.2% 10.3% 13.0% 21.8% 23.4% 25.7% 36.4% 46.7% Catalog Other Home improvement store Local/small business Greeting card/gift store Home décor store Drug store Clothing store Thrift store/resale shop Craft or fabric store Online Department store Grocery store/supermarket SpecialtyHalloween/costume store Discount store
  9. 9. nrf.com/halloween HALLOWEEN DEMOGRAPHIC CUTS: WOMEN VS. MEN Men Women Decorate their home/yard 40.5% 56.3% Havetheir costume inspired by Pinterest 9.6% 23.0% Start shopping in September 30.7% 37.1% Dress their pet in a costume 13.1% 19.2% Men Women Spend more money $88.05 $78.07 Havetheir costume inspired by YouTube 14.5% 9.4% Throw/attend a party 36.4% 31.9% Begin shopping in the last 2 weeks of October 24.6% 18.8% Women are more likely to: Men are more likely to:
  10. 10. nrf.com/halloween CHILDREN’S TOP 10 COSTUMES Action/Superhero costumes have dethroned Princess costumes as the top choice for children, ending an 11-year reign. 1 2 3 4 5 6 7 8 9 10 Action / Superhero Princess Animal (Cat, Dog, Lion, Monkey, etc.) Batman Character Star Wars Character Witch / DC Superhero (excl. Batman) Frozen Character (Anna, Elsa, Olaf) Marvel Superhero (excl. Spider-Man) Zombie Spider-Man TIE
  11. 11. nrf.com/halloween ADULTS TOP 10 COSTUMES (18-34 YRS. OLD) The superhero trend is really being driven by 18- 34 year olds. Slasher movie costumes are also popular with this group. Batman Character (Batman, Harley Quinn, The Joker, etc.) Witch Animal (Cat, Dog, Bunny, etc.) Marvel Superhero (Deadpool, Spider-Man, etc.) / DC Superhero (Wonder Woman, Superman, excl. Batman) Vampire Video Game Character Slasher Movie Villain (Freddy, Jason, Michael Myers, etc.) Pirate Star Wars Character Zombie TIE 1 2 3 4 5 6 7 8 9 10
  12. 12. nrf.com/halloween TIE TIE 1 2 3 4 5 6 7 8 9 10 Witch Pirate Political (Trump, Clinton, etc.) Vampire Batman Character (Batman, Catwoman, etc.) Animal (Cat, Dog, Bunny, etc.) DC Superhero (Superman, Wonder Woman, excl. Batman) / Star Wars Character Ghost / Zombie Scary Costume / Mask Marvel Superhero (Iron Man, Hulk, Spider-Man, etc.) ADULTS TOP 10 COSTUMES (35+ YRS. OLD) Adults over 35 prefer more classic costumes such as witches, pirates and vampires. Coming as no surprise, political costumes are trending strongly with this group.
  13. 13. nrf.com/halloween TOP 10 PET COSTUMES Pumpkins and Hot Dogs are perennial favorites for pet costumes. Lion costumes are gaining steam, moving up to 4th place this year compared with 16th in 2015. 1 2 3 4 5 6 7 8 9 10 Pumpkin Hot Dog Bumble Bee Lion / Star Wars Character Devil Batman Character Witch Superman Action / Superhero Cat TIE
  14. 14. nrf.com/halloween

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