Halloween Sales and Behaviors 2020

Halloween 2020

Consumer Spending & Behaviors

1.

Spending

Halloween isn’t going anywhere!

According to HalloweenCostumes.com:

• Sales are only down 1% compared to last year at this time. (Released

8/9/2020)
• The costume site is back to pretty normal business for the summer

months, and actually made up some ground in costumes sold
recently.
• The company's optimistic its sales will remain solid leading up to
Halloween too ... and here's why:

“it believes more people than ever will be celebrating at home.”

Source: HalloweenCostumes.com

Total Planned Spending!

Consumer spending is expected to reach $8.05 billion, down slightly from $8.78 billion in 2019, due to the drop in
participation. However, consumers are spending more on the activities that will ensure a memorable holiday.

Source: NRF's Annual 2020 Halloween Spending Survey, conducted by Prosper Insights & Analytics

2020 Halloween Spending Breakdown

TOTAL Halloween Spending Total Halloween Spending on decorations

Total Expected Avg. planned spending Expected Spending on Avg. planned spending
Spending in total per household decorations on decorations per
household
$8.05B $92.12
$2.6B $29.63
Down 8.5% from 2019 Up $5.85 or 6.7% from 2019
Same as 2019 Up $3.60 or 14% from last year

Source: NRF's Annual 2020 Halloween Spending Survey, conducted by Prosper Insights & Analytics

Historical Halloween Purchases

1.120% Percentage of consumers planning to spend on these items Candy
Decorations
100% Costumes
Greeting Cards
80% Search Behaviors
60%

40%

20%

0%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Decorations and greeting cards are seeing a significant
increase in planned purchases.

Source: NRF's Annual 2020 Halloween Spending Survey, conducted by Prosper Insights & Analytics

Historical Halloween Purchases

Spending per person per item

$35.00 Costumes
$30.00
$25.00 Decorations
$20.00 Candy

$15.00

$10.00 Greeting Cards
$5.00

$0.00

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Consumers are doing what they can to still make it a special event by
spending a little more on home decorations, candy and greeting cards.

Source: NRF's Annual 2020 Halloween Spending Survey, conducted by Prosper Insights & Analytics

1.

Consumer Behaviors

% of consumers celebrating Halloween

32% Total
celebrating:
2019 Total 42% 148M
celebrating:
172M 2020
58% 24M since 2019

68%

Yes No Yes No

Source: NRF's Annual 2020 Halloween Spending Survey, conducted by Prosper Insights & Analytics

How consumers plan to celebrate Halloween

2019 2020 69% Activities that make social distancing difficult have seen a
62% significant drop. Allowing more at home activities like decorating
47% 46% to increase.
17% 18% IDEA: Place flowers near the Halloween decorations in-store, since
more consumers will be looking for ways to spruce up their home.

44% 46% 53%
49%

32% 22% 29%
22% 15% 23%

Dress in costume Dress pet(s) in Throw/attend a Hand out candy Carve a pump kin Visit a haunted Trick-or-treating Deco rate y our

co stume pa rt y house home

Source: NRF's Annual 2020 Halloween Spending Survey, conducted by Prosper Insights & Analytics

When will consumers begin shopping for Halloween

Broken down by age
48%

18- 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

Most shopping begins in the first two weeks of Halloween. However, a large percentage of older
consumers 55-64 and 65+ start buying in the last two weeks of October.
Why is this important? This age group is within the floral buyer demographic.

Source: NRF's Annual 2020 Halloween Spending Survey, conducted by Prosper Insights & Analytics

Top 5 places consumers get Halloween inspiration

#1 #2 #3 #3 #3

Online Search In-Store Friends/Family Pinterest Facebook

35% 23% 18% 18% 18%

This is why it is
important to
merchandise in a
way that inspires.

Source: NRF's Annual 2020 Halloween Spending Survey, conducted by Prosper Insights & Analytics

Top 5 places consumers shop at for Halloween

DISCOUNT STORES 32% 38% 4% since 2019
HALLOWEEN STORES 4% since 2019
ONLINE 4% since 2019
GROCERY STORES 29% 1% since 2019
DEPT. STOREs 26%

22% 1% since 2019

Source: NRF's Annual 2020 Halloween Spending Survey, conducted by Prosper Insights & Analytics

Halloween Décor Style Source: Gems Group online survey

We conducted a Halloween survey to learn SURVEY INFO Spooky
more about shoppers and their preferences. Online
21%
Adults 18+
# of respondents: 1,001
Margin of error: +/- 3%
Confidence level: 95%

Designer Kid-Friendly

We asked 30%
respondents to click
on the image that is
closest to how they
plan to decorate for
HALLOWEEN, results…

49%

Halloween Floral Purchases Source: Gems Group online survey

We conducted a Halloween survey to see SURVEY INFO 25%
how many people plan to or have Online
purchased Halloween flowers. of people never
Adults 18+ thought about buying
# of respondents: 1,001
Margin of error: +/- 3% fresh flowers for
Confidence level: 95% HALLOWEEN

9.7% 10%

of people plan to buy of people have
fresh flowers this year purchased fresh flowers

for HALLOWEEN for HALLOWEEN

1.

Search Behaviors

Searches for: Halloween Decorations
Search Interest for the second week of SEP from 2016-2020

Searches for “Halloween Decorations” has increased through out the
last 5 years and is already showing a significant increase for 2020.

Source: Google search Trends

Searches for: Halloween Flowers
Search Interest for the second week of SEP from 2016-2020

Searches for “Halloween Flowers” has stayed steady throughout
the last 5 years and is already showing an increase for 2020.

Source: Google search Trends

Key Takeaways

Key Takeaways: spending

• Shoppers still feel the Halloween Spirit, which can be seen through costume sales
just 1% less than last year.

• Total spending has decreased slightly since 2019, which is largely due the 24M
participants that opted out from celebrating this year because of Covid-19.

• However, consumers are spending more per person $92.12 (up 6.7% since 2019) on
activities that will ensure a memorable holiday.

• At home activities like decorating has seen significant increase in per person
spending $29.63 (up 14% since 2019).

Key Takeaways: behaviors

• Less people will be celebrating Halloween this year when compared to last year.
However, those that are celebrating are spending more on decorations and greeting
cards to make it memorable.

• A large percentage of older consumer begin shopping for Halloween in the last 2
weeks of Oct. These consumers are within our floral buyer demographic.

• The #2 place consumers go to for inspiration is in-store. It is important to
merchandise Halloween flowers in way that inspires.

• Online saw the most significant increase (35%) when it came to where consumers are
shopping. This trend can be seen not just for Halloween but for all general shopping.

Key Takeaways: décor & flowers

• Decorating saw the most significant increase this year at 53%. Consumers are doing what they can to
still make it a special and festive holiday.

• Consumers decorate their home with a more designer (49%) look and feel. However, kid-friendly
(30%) looks are not far behind. These two findings shows an opportunity to create cleaner upscale
bouquets and more kid-friendly styles.

• Only 10% of people have purchased fresh flowers for Halloween. However, we discovered that 25%
have never thought about it. This opens an opportunity for us to expose people to Halloween
flowers through online and in-store displays.

• This year “Halloween decorations” searches have increase significantly. Decorating is going to be
very important because people are still trying to make the holiday special.

• We were surprised to see people are searching for “Halloween Flowers” and it is increasing,
especially this year. We just need to inspire shoppers at the store level with fun floral displays. Show
them how to decorate for Halloween with flowers.

Happy Halloween
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