Scary… $8.8 Billion Will Be Spent on Halloween this Year

Halloween Statistics

It’s very clear that for brands and marketers targeting traditional Halloweeners, leveraging Pinterest and Facebook to reach that older demographic would be in your best interest. By comparison, Instagram, Snapchat, and TikTok are the best platforms for “experience” brands – especially if you’re offering a haunted attraction this year – and retailers to reach that young Halloween party crowd.

The Shelf, Halloween By The Numbers

Halloween Statistics Are Up and Down

  • Candy is still the most popular thing to buy for Halloween with 95% of celebrants picking some up for the big day.
  • Up – 72% of celebrants are decorating their home.
  • Up – celebrants visiting haunted houses jumped from 18 percent to 22 percent this year.
  • Down – Fewer people are planning to spend money on costumes, and greeting cards.

Halloween Behavior and Generation Z

One of the most interesting sets of data The Shelf pulled for their infographic demonstrates the differences in how Gen Zers between the ages of 18 and 24 celebrate Halloween compared to the general population.

  • Gen Z adults are significantly less likely to stay home and pass out candy than the average Halloween celebrant (56% of Gen Zers will do it versus 66% of Halloweeners overall).
  • However, Gen Z adults are more likely to dress up in costumes (73% versus 47%).
  • Gen Z adults are likely to visit a haunted house (40% versus 22%),
  • Gen Z adults are also more likely to attend or throw a party (53% versus 32%).

halloween spending statistics 2019 2020

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