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Halloween 2017: Shopping and Costume Trends

by Ayaz Nanji  |  
October 27, 2017
  |  1,011 views

Consumers in the United States are expected to spend $9.1 billion on Halloween-related products this year, up from $8.4 billion in 2016, according to recent research from the National Retail Federation (NRF).

The report was based on NRF forecasts as well data from a September 2017 survey of 7,013 consumers in the United States.

Consumers are expected to spend $3.4 billion on costumes (69% of Halloween shoppers plan to purchase), $2.7 billion on candy (95%), $2.7 billion on decorations (72%), and $410 million on greeting cards (37%).

Some 35% of Halloween shoppers say they look for inspirational ideas via online search; 30% say they look for inspiration in retail stores.


Some 47% of Halloween shoppers plan to make purchases in discount stores; 38% plan to make purchases in Halloween-themed stores.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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