Of all the ways that affect consumer buying habits for Halloween, retail displays rank #1 for 2012, according to the NRF. More than 1/3 of consumers celebrating Halloween will look for new ideas in a retail store – whether home decor retailers, Halloween shops, apparel retailers, department stores, big box – America is getting on their feet and visiting the store for inspiration.
The NRF has released information about their 2012 Halloween consumer spending survey conducted by BIGinsight, and a record 170 million people plan to celebrate Halloween this year (7 in 10 Americans, 71.5%). This trend is up from 68.6% in 2011 and the most in NRF’s 10-year survey history. Consumers are also expecting to spend more this year, up to $8 billion.
“By the time Halloween rolls around each year it’s safe to say Americans have already spent two months preparing for one of the fastest-growing and most widely-loved holidays of the year,” said NRF President and CEO Matthew Shay.
Among other sources of inspiration for consumers? Social media (Facebook, Pinterest, and Twitter to name a few). Also 1/3 of people will be resorting to good old Internet searches, like Google or Bing.
“There’s certainly pent-up demand for having some fun this year and shoppers are planning to spend their hard-earned dollars on items that help them get into the Halloween spirit.” said BIGinsight Executive Vice President, Strategic Initiatives, Phil Rist.
Of the people celebrating Halloween who were surveyed, most will decorate their home/yard, dress in costume, throw or attend a party, take kids trick-or-treating, and even 15.1% will dress their pet in costume.
And what do the retail industry, the political debates, and Halloween have in common? Big Bird. Big Bird, and even “Sassy Big Bird” is one of the biggest costumes for 2012.
See the chart of where people get costume ideas here.