National Retail Federation (NRF) predicts that as of 2022, Halloween spending will reach $10.6 billion, surpassing last year's $10.1 billion record. About 68% of consumers plan to participate in some kind of Halloween celebration, which was 65% last year, 58% in 2020 and 69% in 2019. In response, relevant retailers ensure inventory keeps up with actual consumer demand in the market by continuing to launch Halloween themed products.
"The main driving force this year is that consumption will return to the early stages of the pandemic. Consumers may be considering saving on their lives and may reduce other discretionary buying plans. But when it comes to celebrations, consumers will take action," said Katherine Cullen, senior director of industry and consumer insights at NRF.
During the Halloween shopping season, clothing spending alone is expected to hit a record $3.6 billion — including $700 million in pet clothing, with 1/5 of consumers saying they will dress up their pets carefully. Human clothing sales are expected to reach the highest level since 2017.
Halloween 2022 is Monday, but the celebration may continue throughout the weekend.
Pilar Quintana-Williams, vice president of merchandise sales for clothing brand Yandy, said Halloween budget will increase when the party lasts for days. For college students and adults, party hours may be concentrated on Thursday, Friday and Saturday nights; for community events or family outings, party hours may be Sunday and Monday. In this case, multiple sets of clothing may also be required for different times and occasions.
Yandy officially refused to disclose this year's sales data. But according to the company's fourth-quarter financial report records, the brand is expected to set record monthly revenue in October 2021 until the pressure of order delivery is overloaded.
Yandy's core customer base is the group of female consumers who "want to be seen" and actively embrace the sexy ones. The company will start planning from November 1 to ensure next year's clothing lineup combines pop culture and fashion design, and will also monitor website traffic for clothing designs starting in the summer to ensure inventory. production cycle will continue to advance throughout the year, and it also has a list of many consumers who want to receive notifications of product launches, which can also help the company set inventory levels in reverse.
This year, Pilar Quintana-Williams said that the consumption demand for clothing is high as various event events are fully recovering.
Consumers will have more choices for this year's event destination, and Halloween will also become a festival that lasts the entire quarter. Retailers have multiple consumer touchpoints: party supplies and Halloween themed T-shirts or accessories, etc. The store will also be filled with Halloween festive elements, making it difficult for consumers to ignore the hot festive atmosphere.
Spirit Halloween has 1,450 pop-up stores in the United States and is considered one of the largest Halloween retailers in North America for its ubiquitous "seasonal existence". Its footprint has increased by 50% over the past 10 years. Spirit Halloween CEO Steven Silverstein said in an interview that 2022 will be a record year. A spokesperson for
Spirit Halloween declined to provide sales data, but said in a statement: "We are satisfied with the year-on-year increase in and consumer demand for our products. Spirit Halloween will continue to expand its product range and provide comprehensive services to consumers through a large number of clothing, animations, indoor and outdoor decorations, beverage utensils, and exclusive licensed products, etc.."
NRF said that ordinary consumers will spend $100 per person on Halloween, and the categories they purchase include clothing, candy and decoration. This is a slight drop from last year's record of $103.
expenditure data shows that even if inflation affects consumption budget, U.S. consumers will give priority to celebrations, with the consumer price index in August 2022 rising 8.3% from the previous year.According to , the largest areas of consumption growth are housing, food and healthcare.
