Less Tricks, More Treats: Halloween Industry Continues To Boom

Nevin Barich

LOS ANGELES , October 24, 2017 (Off The Menu) – Last weekend was my annual Halloween prep. I got my decorations out of the garage and hung them up outside, I picked out this year’s costume, and most importantly: I went to the market for candy to pass out to the kids. And lest you think Halloween is a dying holiday, just head out to your local Vons or Ralph’s. There’s rows and rows of Halloween goodies, including boxes of pumpkins, every decoration under the sun, and Halloween candy displays as far as the eye can see.

Clearly, Halloween remains big business.

Recent data from the National Retail Federation says as such. According to the NRF, U.S. consumers are expected to spend an average of $86.13, up from last year’s $82.93, with 179 million Americans planning to partake in Halloween festivities, up from 171 million in 2016. Only 12.9% say their spending will be impacted by the economy, down from 14.1% last year and a peak of 32.1% in 2011.

“Americans are planning to spend more than ever as they gear up for Halloween,” said NRF President and CEO Matthew Shay. “Retailers are helping customers celebrate in style with a huge selection of costumes, candy and decorations to cater to ghosts and goblins of all ages.”

According to the survey, consumers plan to spend $3.4 billion on costumes (purchased by 69% of Halloween shoppers), $2.7 billion on candy (95%), another $2.7 billion on decorations (72%) and $410 million on greeting cards (37%).

Among Halloween celebrants, 71% plan to hand out candy, 49% will decorate their home or yard, 48% will wear costumes, 46% will carve a pumpkin, 35% will throw or attend a party, 31% will take their children trick-or-treating, 23% will visit a haunted house and 16% will dress pets in costumes.

And don’t think Halloween’s popularity is limited to the U.S. According to Mintel, in 2016 consumers spent an estimated £310 million on Halloween goods and Mintel forecasts that sales of such products will rise a further 3.2% year-on-year in 2017, making the market worth an estimated £320 million.

It’s nearly Trick or Treat time. But for the Halloween industry, it’s definitely all treats.

Nevin Barich is the Food and Beverage Analyst for Industry Intelligence and is also Menuism’s fast food expert. Email him at Nevin.Barich@industryintel.com or follow him on Twitter.

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