US consumers are expected to spend an average of $56.31 on Halloween in 2009, down 15% from last year's average expenditure of $66.54, according to the National Retail Federation's 2009 Halloween Consumer Intentions and Actions Survey, conducted by BIGresearch. Total spending on the holiday is expected to reach $4.75 billion.
Nearly one in three (29.6%) consumers say the state of the US economy will affect their Halloween spending plans:
- Some 35% of adults in households earning less than $50K per year will spend less on Halloween this year.
- People living in the Northeast are less likely to cut Halloween spending; those living in the South are more likely to trim Halloween expenses.
- Of those who will cut spending, a large majority (88.0%) plan to trim Halloween expenses all around.
- Others say they will be buying less candy (46.5%)...
>>Using last year's decorations without buying new ones (35.4%)
>>Making costumes instead of purchasing them (16.8%)
>>Reusing last year's costumes (15.8%)
- Some 26.4% say they won't be participating in as many Halloween activities such as haunted houses or fall festivals as they usually do.