Shoppers are clipping coupons, looking for deals and cutting back however they can to save money at the grocery store.
But this year, they’ll happily be spending billions on candy and costumes.
Halloween is still several weeks away, but stores are already stocked with supplies, as they anticipate the biggest holiday ever – even as shoppers are cutting back elsewhere.
The National Retail Federation estimates that Halloween spending will reach a record $13.1 billion this year, up more than 11% from last year. That higher figure is partly due to tariffs, as 79% of Halloween shoppers expect prices will be higher for that very reason. But it’s also partly due to the fact that Halloween fans want to celebrate, no matter the cost.
The data analytics company 84.51° reported that 81% of the Halloween celebrants it surveyed expect to spend the same or more than last year. And some are already spending – both the NRF and 84.51° found that nearly half of shoppers began their Halloween shopping in September. These early shoppers variously told the NRF that they want to get what they need before things sell out, they want to avoid the stress of last-minute shopping, or they’re simply excited about the holiday and don’t want to wait.
Shopping early isn’t necessarily the best savings strategy, however, as the sales get going in earnest closer to Halloween itself.
43% of shoppers told 84.51° they time their candy purchases based on sales and promotions. Nearly half choose to buy their candy two weeks before the holiday, with the rest evenly split between shopping early and shopping at the last minute – a quarter buy their candy a month or more in advance, while the remaining quarter wait until just a few days before Halloween.
Retailers are even getting into the Halloween spirit with their answers to Amazon’s second Prime Day event of the year. This week’s Walmart Deals and Target Circle Week coincide and compete with Amazon’s event. And Target, for one, is emphasizing some of its seasonal deals, like buy-one-get-one-half-off candy and 40% off costumes.
“This event gives guests the chance to stock up for Halloween, start crossing holiday gifts off their lists and enjoy the season stress-free,” Target executive vice president and chief guest experience officer Cara Sylvester said in a statement.
The current desire among Halloween shoppers to spend on what they want for the holiday, and save where they can, is a far cry from past years, when Halloween spending was far more muted. Back in 2005, the NRF estimated that Halloween spending would amount to $3.3 billion. That means spending has quadrupled in two decades – and you can’t blame tariffs and inflation for that. Many are increasingly in the mood to celebrate, no matter the challenges.
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” the NRF’s Vice President of Industry and Consumer Insights Katherine Cullen said in a statement.
Some may be skimping and saving to put food on the table. But when it comes to putting candy in trick-or-treat bags, savings are nice – but it seems skimping is not an option.
Image source: Luke Jones 
