• by Jack Loechner , Staff Writer @mp_research, October 10, 2005

The NRF 2005 Halloween Consumer Intentions and Actions Survey, conducted by BIGresearch, found that consumers are expected to spend $3.29 billion on Halloween this year, up 5.4 percent from $3.12 billion in 2004. Much of the increase in spending is expected to come from young adults.

According to the survey:

• 52.5% of consumers plan to celebrate Halloween this year, with the average person spending $48.48 on merchandise, up from $43.57 last year.
• The average person plans to spend $18.07 on sweets
• 94.6% of consumers plan to purchase candy
• 59.8 percent of consumers plan to purchase decorations, second only to Christmas
• 47% are expected to decorate their home or yard

NRF President and CEO, Tracy Mullin, says "For many retailers, Halloween represents the big kick-off to the fourth quarter. Consumers are pulling out all of the stops when it comes to decorating their homes and yards and wearing elaborate costumes, making Halloween an important holiday for retailers."

A huge spending surge is expected to come from young adults 18-24, who will increase their spending by 30 percent this year over last ($50.75 average this year vs. $38.90 last year). Additionally, spending by 25-34 year-olds is expected to rise 13.9 percent ($62.45 vs. $54.80).

Phil Rist, Vice President of Strategy for BIGresearch, notes "With more young adults getting in the spirit by throwing parties and having elaborate pumpkin carving contests, Halloween is no longer considered a children's holiday."

Halloween remains the sixth-largest spending holiday after:

• Winter Holidays ($435.3 billion estimated)
• Valentine's Day ($13.19 billion)
• Easter ($9.6 billion)
• Mother's Day ($11.43 billion)
• Father's Day ($8.23 billion)

Because it is not a gift-giving holiday or an apparel holiday, it ranks lower than other annual holidays in terms of spending.

Follow this link for Charts and Data from the NRF