Halloween 2020 People Pulse

Halloween 2020

People PulseTM

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1.

Spending

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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 ... and here's why:

“They believe more people than ever will be celebrating at home.”

Source: HalloweenCostumes.com

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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

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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

Copyright Ó 2020 Gems Group, Inc. 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 Source: NRF's Annual 2020 Halloween Spending Survey, conducted by Prosper Insights & Analytics
increase in planned purchases.

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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 Source: NRF's Annual 2020 Halloween Spending Survey, conducted by Prosper Insights & Analytics
spending a little more on home decorations, candy and greeting cards.

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1.

Consumer Behaviors

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% of consumers celebrating Halloween

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

68%

Yes No Yes No

Copyright Ó 2020 Gems Group, Inc. 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 significant
62% drop. In contrast, at home activities like decorating will experience
47% 46% an 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

Copyright Ó 2020 Gems Group, Inc. 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+

Copyright Ó 2020 Gems Group, Inc. Most shopping begins in the first two weeks of October. 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

The CDC is ”influencing”
how people will celebrate

Halloween and all fall
holidays.

On their website they added guidelines on
how people should celebrate this year,
including considerations and activity

recommendations to help protect individuals,
their families, friends and communities from

Covid-19.
It’s unclear how local government will apply
these guidelines. However, it is conceivable

that they will play into decisions and
restrictions this year.

For more information visit: https://www.cdc.gov/coronavirus/2019-ncov/daily-life-coping/holidays.html#:~:text=If%20you%20may%20have%20COVID,to%20trick-or-treaters

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CDC’s Halloween Activities by risk Levels

Low Risk Activities Moderate Risk Activities Higher Risk Activities

- Carving pumpkins with household - One-way trick-or-treating where Avoid these activities
members individually wrapped goodie bags are
- Carving pumpkins outside with lined up for families to grab -Participating in traditional trick-or-
neighbors at a safe distance - Small outdoor parade 6 ft apart treating
- Decorating home - Open-air, one-way walk through - Having trunk-or- treat where candy is
- Outdoor Halloween scavenger hunt haunted forest with masks and 6 ft. handed out from trunks of cars lines up
with a list of decorations to look at on distancing enforced in large parking lot
others peoples homes from a distance - Visiting pumpkin patches using hand - Crowded indoors costume parties
- Virtual costume contest sanitizer before touching pumpkins - Indoor haunted house
- Movie night with household members - Outdoor Halloween movie night with - Going on hayrides or tractor ride with
- Indoor scavenger hunt with local family friends, 6ft apart people outside the household
household members - Using alcohol or drugs
- Traveling to a rural fall festival not in
Copyright Ó 2020 Gems Group, Inc. your community

For more information visit: https://www.cdc.gov/coronavirus/2019-ncov/daily-life-coping/holidays.html#:~:text=If%20you%20may%20have%20COVID,to%20trick-or-treaters

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%

Copyright Ó 2020 Gems Group, Inc. 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

Copyright Ó 2020 Gems Group, Inc. 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 The DESIGNER styling has been moving into the top of the Halloween Trend looks for quite a few
more about shoppers and their preferences. Online years now and finds itself peaking in 2020. The combination of its Old World Elements like crows,
cobwebs and bats blend eerily with modern white and black pumpkins with an accent of rich gold
Adults 18+ and brass metallics. The neutral color palette of this minimalistic look is Spooky Chic. Beware of the
# of respondents: 1,001 wall portraits with eyes that follow you and be careful not to trip over any bones. The peculiar and
Margin of error: +/- 3% charming side of this Goth-styling is easily brought to life with white flowers with black and metallic
Confidence level: 95% floral accents. Cobwebs and bat designs are great for floral packaging ideas.

– Bill Schaffer AIFD, CFD, AAF, PFCI

Designer Kid-Friendly Spooky

We asked 49% 30% 21%
respondents to click
on the image that is
closest to how they
plan to decorate for
HALLOWEEN, results…

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Halloween Floral Purchases Source: Gems Group online survey

We also wanted to learn how many people SURVEY INFO 25%
plan to or have purchased Halloween flowers. Online
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

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1.

Search Behaviors

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

Copyright Ó 2020 Gems Group, Inc. Searches for “Halloween Decorations” has increased throughout 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

Copyright Ó 2020 Gems Group, Inc. 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

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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 to the 24M
participants that opted out from celebrating this year because of Covid-19.

• However, consumers are spending more per person ($92.12 which is 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 which is up 14% since 2019).

Copyright Ó 2020 Gems Group, Inc.

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.

• Older consumers begin shopping for Halloween the last 2 weeks of October as
opposed to younger shoppers that start the first 2 weeks of the month.

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

• 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.

Copyright Ó 2020 Gems Group, Inc.

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 show 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 increased 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.

Copyright Ó 2020 Gems Group, Inc.

Happy Halloween
From:

Copyright Ó 2020 Gems Group, Inc.