Spending on Pet Halloween Costumes to Increase This Year, NRF Reports
U.S. consumers will splurge on their favorite candy, costumes and decorations during the Halloween season. According to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics, total spending for Halloween is expected to reach $9 billion, the second highest in the survey’s 14-year history. The figure is relatively the same as last year’s previous record of $9.1 billion.
Celebrants are planning to spend an average of $86.79, up from last year’s $86.13, with more than 175 million U.S. consumers planning to partake in Halloween festivities this year.
“The economy is good and consumer confidence is high, so families are ready to spend on Halloween this year,” said Matthew Shay, NRF president and CEO. “Retailers are stocking up to supply children, pets and adults with their favorite decorations, candy and costumes for the season.”
According to the survey, consumers plan to spend $3.2 billion on costumes (purchased by 68 percent of Halloween shoppers).
Pet costumes continue to gain popularity, with nearly 20 percent of celebrants planning to dress their pets in costumes this year up from last year’s 16 percent.
“One of the biggest trends this year is the growth of spending on pet costumes,” said Phil Rist, Prosper Insights executive vice president of strategy. “Out of the 31.3 million Americans planning to dress their pets in costumes, millennials (25-34) are most likely to dress up their pets, the highest we have seen in the history of our surveys.”
When looking for inspiration for the perfect costume, 35 percent of consumers will look online, 29 percent will look in stores, 19 percent will ask friends and family, 19 percent will look to Pinterest and 16 percent will look to Facebook; 16 percent will be influenced by pop culture and 15 percent by YouTube.
Pet lovers will also be dressing up their cat or dog for Halloween. Eleven percent of pet lovers will dress their animal in a pumpkin costume, while 7 percent will dress their cat or dog as a hot dog, 5 percent as a bumble bee and 3 percent as the devil. Rounding out the top 10 most popular pet costumes for the year are: lion costumes (3.1 percent), Star Wars character (2.8 percent), super hero (2.7 percent) and ghost (2.5 percent).
The survey asked 6,961 consumers about Halloween shopping plans. It was conducted September 4-12 and has a margin of error of plus or minus 1.2 percentage points.