Marketing to Women: 7 in 10 Americans Celebrate Halloween

September 26, 2012 § Leave a comment

According to NRF’s 2012 Halloween consumer spending survey conducted by BIGinsight, seven in 10 Americans (71.5%) will celebrate Halloween, up from 68.6 percent last year and making that the most in NRF’s 10-year survey history.  For some that may be decorating their lawns and buying candy, for others it may be an all out party.  But for most of those expenditures, it is women doing the buying.

A good sign for the economy, people also plan to spend more than they did last year, with the average person expecting to spend $79.82 on decorations, costumes and candy, up from $72.31 last year. That means Halloween spending is forecasted to total $8 billion making it the eighth biggest selling season.

James Brown as a Dinosaur

More than half (51.4%) say they are going to decorate their home or yard, up from 49.5% last year; 36.2% plan to either throw or go to a party, and 33.2% plan to take children trick-or-treating.

And what about pet costumes?  Last year 15% of respondents put a costume on their pets and spent $310 million in the process. The most popular pet costume was a pumpkin (10.7%), devil (8.1%) or hot dog (6.0%). In our household, it was a dinosaur.  Of course, we do have a hot dog costume for special occasions.

Since Halloween is still a month away, it’s interesting to note that most have spent two months getting ready for their Spooktacular.  For Moms, the buying season starts with Back to School, the real New Years for families.  It’s a time for family, a renewal in cooking and spending fun time together.

For shopping ideas, more than one-third (35.7 percent) look for new ideas in a store and nearly one-quarter (23.7%) turn to their friends and family.

Halloween has been top of mind for many Pinterest and Facebook users where Halloween ideas have ruled for the past month. Social media plays a role in choosing costumes: 15.2 percent will check out Facebook for inspiration and 7.1 percent will scour the visually-appealing Pinterest. Online searches will also be popular with celebrants: 33.3 percent say they will get their inspiration online.

Marketers have been busy promoting Halloween with displays, email campaigns, pop-up stores and more.  In fact, women love everything about the fall.


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