Do you feel that chill in the air? Have you felt uneasy, constantly looking over your shoulder feeling a presence that just might be outright supernatural? You’re not the only one – at Ketner Group, we too feel the increased paranormal retail activity that comes along with the spookiest day of the year. As such, allow me to relay some SCARY statistics with you around what to expect from Halloween retail this year.
Halloween Spending
Halloween is really a story of community. Running around the neighborhood trick or treating, attending parties and dressing up as our heroes brings us all closer together. It offers the world the opportunity to come together, rise up and declare in one strong voice: BOO!
According to the NRF’s annual Halloween survey, 172 million people plan to celebrate Halloween. “Among those celebrating, 69% plan to hand out candy, 49 percent plan to decorate their home or yard, 47% will dress in costume, 44% will carve a pumpkin, 32% will throw or attend a party, 29% will take their children trick-or-treating, 22% will visit a haunted house and 17% will dress their pets in costume.” (If you are reading this and have any pictures of pets in costumes please share to [email protected])
Shoppers will spend around $86.27 for $8.8 billion in total spending, down slightly from last year’s $9 billion. This $8.8 billion projection will total the third-highest in the survey’s 15-year history (the record being $9.1 billion in 2017).
Finding Costume Inspiration
Now we get to the hardest part of any Halloween: figuring out what to be. Online search is the top source for ideas (35% of consumers), followed by searching in-store (28%) and brainstorming with friends and family at 20%. Social media has grown to be an essential resource for many. This is especially unsurprising when you consider how celebrities have taken social media by storm with their intricate designs and high production value. Pinterest was cited by 18% of NRF respondents, a 13% increase since 2015; 14% mentioned both YouTube (up from 8%) and Instagram (increase from 7%).
Looking Ahead to Christmas
By November 1st we will have crossed over into a new month, a new holiday season. And as November gobble gobbles away your great fears, a new breed of terror awaits. While the weak-hearted lay in bed, counting their candy with a glimmering eye towards the dry, poorly cooked birds of tomorrow, our cauldron boils with something far sweeter: THE HOLIDAY SEASON.
According to a report from The International Council of Shopping Centers, holiday spending will increase 4.9% over last year, totaling $832.3 billion. The report also projects that 90% of holiday shoppers expect to make purchases in-store and 97% of them will buy goods online from retailers with physical stores.
Meanwhile, the upcoming holiday shopping season is expected to break records in online spending, according to a study by Adobe Analytics with holiday shoppers projected to spend $143.7B online. Amazon will, of course, continue to be a huge part of consumers’ shopping plans. A recent Episerver report states that 32% of online shoppers begin their holiday shopping on Amazon and 68% of online shoppers compare products on other retailers’ websites to products on Amazon.
You might have thought last year was scary… but with Halloween 2019 upon us, retail frights (the friendly ghost kind) are in the air and we’re one step closer to the holiday retail season. Although the sweet sounds of the holidays are soon to be upon us… the terrors of All Hollow’s Eve still sends shivers down my spine. It’s Much Too Spooky for Me….
Austin
