Start Your FREE Membership NOW
 Get Immediate Access to Licensing Articles & Special Features
 Receive Our Weekly eNewsletters, The Deal Sheet,
   The Licensing Advisor and Weekly Wrap Up
 Absolutely NO Risk or Obligation on Your Part -- It's FREE!



Upgrade to Premium Membership NOW for Just $147!
Get 3 Months of Full Premium Membership Access
Includes Our Monthly Newsletter, Licensing News, Deals, and Contacts
And MUCH MORE!
HOLIDAY SPENDING

Halloween Spending Up; Entertainment Tops Costume Choices

By Karina Masolova

Halloween spending is expected to reach an all-time high this year, according to the National Retail Foundation (NRF)’s Halloween Spending Survey; total spending is expected to reach $8.4 billion, up 21.7% from $6.9 billion in 2015. The last time sales came close was in 2012, at a previous high of $8.0 billion.

Over 171 million Americans expected to celebrate (69.1% of all Americans); they’re expected to spend $82.93 on average, up 11.6% from last year’s $74.34. All in all, total spending on costumes will reach $3.1 billion (67% plan to buy), $2.5 billion on candy (94.3%), $2.4 billion on decorations (70%) and $390 million on greeting cards (35.4%; multiple responses allowed).

Celebrants are planning to buy early; 78.8% will finish their shopping by mid-October. Most are planning to visit discount stores (47%), specialty Halloween and costume stores (36%), grocery stores and supermarkets (26%), department stores (23%), and online (22%; multiple responses allowed). According to The Savers Halloween Shopping Survey, adults aged 18–44 plan to increase their spending on costumes, with men 50% more likely to spend more.

Supers Overtake Princesses in Costumes

NRF reports that 67% of Americans will buy costumes this year, spending $3.1 billion. Licensed properties top the charts for kids and millennials; the top choices for Americans are superheroes (DC Comics, Marvel), Frozen, and Star Wars—not coincidentally, some of the year’s top entertainment properties for licensed sales. The top licensed choices for kids aged 0–18 make up 27.1% of all costume choices, 23.5% for millennials aged 18–34, 11.7% for adults 35+, and 11.8% for pets.

Fandango’s survey of the most popular costumes inspired by 2016’s blockbusters—as reported by Refinery21—revealed that the top choices for women were Harley Quinn from Suicide Squad, Alice from Alice Through the Looking Glass, Wonder Woman from Batman v. Superman: Dawn of Justice, Katniss from The Hunger Games: Mockingjay, Part 2, and the ladies from Captain America: Civil War and Star Wars: The Force Awakens. Men opted for the titular characters from Deadpool, Captain America, and Batman.

Top Halloween Costumes for Children (0–18 years-old), 2016
Note: *Licensed
Data Source: National Retail Foundation’s Halloween Spending Survey
Rank Brands Share Who Will Buy
1 Action/Superhero* 6.4%
2 Princess 5.8%
3 Animal (cat, dog, lion, monkey, etc.) 4.9%
4 Batman* 4.8%
5 Star Wars* 3.7%
6 DC Superhero (excl. Batman)* 3.2%
6 Witch 3.2%
7 Frozen (Anna, Elsa, Olaf)* 3.1%
8 Marvel (excl. Spider-Man)* 3.1%
9 Zombie 2.9%
10 Spider-Man 2.8%
Total 43.9%
Total Licensed 27.1%

Top Halloween Costumes for Millennials (18–34 years-old), 2016
Note: *Licensed
Data Source: National Retail Foundation’s Halloween Spending Survey
Rank Brands Share Who Will Buy
1 Batman (Batman, Harley Quinn, The Joker, etc.)* 9.3%
2 Witch 6.1%
3 Animal (cat, dog, bunny, etc.) 5.0%
4 Marvel (Deadpool, Spiderman, etc.)* 3.5%
4 DC Superhero (Wonder Woman, Superman, etc.; excl. Batman)* 3.5%
5 Vampire 3.3%
6 Video game character* 3.0%
7 Slasher movie villain (Freddy, Jason, Michael Myers, etc.)* 2.3%
8 Pirate 2.1%
9 Star Wars* 1.9%
10 Zombie 1.8%
Total 41.8%
Total Licensed 23.5%

Top Halloween Costumes for Adults (34+ years-old), 2016
Note: *Licensed
Data Source: National Retail Foundation’s Halloween Spending Survey
Rank Brands Share Who Will Buy
1 Witch 13.7%
2 Pirate 4.7%
3 Political (Trump, Clinton, etc.) 4.1%
4 Vampire 3.9%
5 Batman (Batman, Catwoman, etc.)* 3.5%
6 Animal (Cat, Dog, Bunny, etc.) 3.2%
7 DC Superhero (Superman, Wonder Woman, excl. Batman) 3.1%
7 Star Wars 3.1%
8 Ghost 2.5%
8 Zombie 2.5%
9 Scary costume/mask 2.2%
10 Marvel (Iron Man, Hulk, Spider-Man, etc.)* 2.0%
Total 48.5%
Total Licensed 11.7%

Top Halloween Costumes for Pets, 2016
Note: *Licensed
Data Source: National Retail Foundation’s Halloween Spending Survey
Rank Brands Share Who Will Buy
1 Pumpkin 10.1%
2 Hot Dog 8.0%
3 Bumble Bee 4.7%
4 Lion 3.4%
4 Star Wars* 3.4%
5 Devil 3.3%
6 Batman* 3.1%
7 Witch 2.9%
8 Superman* 2.7%
9 Action/Superhero* 2.6%
10 Cat 2.5%
Total 46.7%
Total Licensed 11.8%

CLOSE TO VIEW ARTICLE x

You have 3 articles left to view this month.

Your 3 Free Articles Per Month Goes Very Quickly!
Get a 3 month Premium Membership to
The Licensing Letter for just $147!

Sign up now and get unlimited access to all articles, archives, and tools for The Licensing Letter!

Close

EMAIL ADDRESS


PASSWORD
EMAIL ADDRESS

FIRST NAME

LAST NAME

TITLE

COMPANY

CITY / STATE

Try Premium Membership

(-000tll)
()