• by Jack Loechner , Staff Writer @mp_research, October 11, 2010

According to NRF's 2010 Halloween Consumer Intentions and Actions Survey, conducted by BIGresearch, Americans will spend $5.8 billion on the holiday, with average households spending $66.28 on costumes, candy and decorations, up from last year's $56.31 and comparable to 2008.

NRF President and CEO, Matthew Shay, notes that "In recent years, Halloween has provided a welcome break from reality... and this year, people are expected to embrace Halloween with even more enthusiasm... (with) an entire weekend to celebrate since the holiday falls on a Sunday." 
Partygoers and trick-or-treaters will spend $23.37 on costumes, which will take up the largest portion of a person's budget. Americans will also spend an average of $20.29 on candy, $18.66 on decoration, and $3.95 on greeting cards. 
This year, the highest percentage age of people in the survey's history will dress up with 40.1% of people planning to don a costume, up from 33.4% in 2009. Additionally:

• 33.3% of people will throw/attend a party
• 72.2% will hand out candy
•  46.3% will carve a pumpkin
• 20.8% will visit a haunted house
•  31.7% will take their children trick-or-treating
•  50.1% of consumers celebrating will decorate their home or yard

While spending is expected to increase, 30.1% consumers say the state of the U.S. economy will still impact their Halloween plans, with 86.8% of those respondents planning to spend less overall. Among others:

•  45.1% will buy less candy
• 30.7% are using last year's decorations and not buying new ones
• 18.5% will use last year's costume
• 19.5% will be making a costume
• 22.3% plan to cut back on traditional activities such as visiting a haunted house

Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch, concludes that  "... consumers will still err on the side of caution... (they) are still being frugal and pinching their pennies where they can." 
Please visit the National Retail Foundation here for more information and to download more extensive demographic breakdown.