Halloween Trends for 2024
Despite recessionary and financial concerns, U.S. consumers are expected to spend even more on Halloween this year compared to 2023, the largest Halloween shopping season on record, according to Advantage Solutions. The data comes from marketing and technology solutions provider's Advantage Outlook survey, which is run quarterly to track retail trends.
Last year’s Halloween shopping season exceeded $12.2 billion in sales of candy, costumes, decorations and more. And retailers and manufacturers are feeling “bullish” about an even stronger Halloween this year, despite the ongoing impact of inflation, according to Advantage.
[Also Read: Financial Concerns Sway Back-to-School Spending]
“This trend reflects a broader consumer behavior where individuals are tightening their budgets on everyday expenses yet remain unwilling to sacrifice their cherished holidays and small luxuries,” Kelly Ravestijn, senior vice president of commerce intelligence at Advantage Unified Commerce (AUC), a division of Advantage Solutions, said in a blog post on the survey findings. “Even as they cut corners elsewhere, consumers increasingly view holidays like Halloween as non-negotiable indulgences, reinforcing their value in the retail landscape.”
Candy Trends
- Almost half of consumers plan to spend $51+ on Halloween candy this year (compared to only 21% in 2023).
- Chocolate ranked at the top of the list for 81% of shoppers, while chewy/gummy candies and mixed assortments are also popular, with two-thirds planning to purchase each of those categories as well.
- Whether it's for candy, food or beverages, eight out of 10 people (or 81%) shop for their Halloween goods at a mass retailer, while grocery (40%), club stores (40%) and online retailers (34%) are also popular channels.
- Only 8% of shoppers plan to use delivery apps for candy, and 9% for food or beverages.
- 46% of candy shoppers will purchase based on what has good value/price, while 42% will purchase candy with promotions or sales.
- 55% will purchase candy multiple times during the season, with one-fourth buying three or more times.
- Seven in 10 Halloween candy buyers will wait until the week of Halloween to purchase.
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Source: Advantage Solutions -
Source: Advantage Solutions -
Source: Advantage Solutions
Other key takeaways from the report include:
- Even as the economy shows positive improvements, 49% of respondents believe either inflation, the pending recession or both will impact their Halloween spending.
- While favorite brands and good value/price are the top two purchase influencers across all categories, food & beverages differentiate from candy, making “family member favorites” their third top influencer.
- Food shoppers are more likely to plan before their trip compared to beverage and candy shoppers.
- 22% plan to host a Halloween party, and 40% will be with a larger gathering of family/friends this year than last.
[Also Read: Survey Unveils Holiday Shopping Trends, Forces]
“Retailers should double down on creating a sense of urgency as Halloween approaches,” Ravestijn said. “By offering targeted flash sales, bundling discounts and loyalty rewards closer to the holiday, retailers can attract these price-conscious shoppers. Well-stocked shelves and eye-catching displays in the final week are crucial to driving impulse buys as consumers rush to finalize their Halloween plans.”
Advantage said retailers are getting creative in how they attract Halloween shoppers this year by emphasizing personalized and immersive experiences both in-store and online, in addition to having traditional promotions and sales.
Ravestijn added that augmented reality apps that let customers virtually try on costumes or visualize decor in their homes are gaining popularity, while social media is being leveraged for Halloween-themed challenges, contests and influencer collaborations. Pop-up Halloween stores and interactive in-store displays are also making a comeback, offering unique, hands-on experiences that go beyond the typical shopping trip.