2023 Halloween American Shopping Trends Report

Recently, PowerReviews released the 2023 U.S. Consumer Halloween Shopping Trends Report, which surveyed 18,906 U.S. consumers in August. The survey results include consumer shopping trends by generation and gender, as well as consumer purchasing trends in various categories.

Among the respondents, by age, 54% were millennials (1981-1996), 8% were Generation Z (1997 to present), 30% were Generation X (1965-1980), and 8% were baby boomers (1946-1964). In terms of gender distribution, 88% were female and 10% were male, with the majority being middle-income groups.

Americans' spending plans for Halloween in 2023

Overall, the vast majority of consumers plan to celebrate Halloween this year, with 87% planning to shop. When it comes to when it’s too early for businesses to launch Halloween merchandise, 22% of consumers say it’s never too early.

Halloween has become a major shopping event for more and more consumers, with 38% of consumers considering Halloween an important shopping period. However, 73% of consumers said their Halloween shopping will be affected to some extent by the wider economic environment. Most notably, 44% of consumers said they will look for cheaper goods or discounts.

The survey shows that American consumers will plan to purchase Halloween merchandise through a variety of channels, and although in-store shopping will dominate, online shopping will also play an important role.

When asked about their expectations for Halloween shopping delivery times, most respondents expected delivery within 3-5 days, 24% of consumers expected delivery within 2 days, and the same proportion of consumers expected delivery within a week.

Halloween product purchase trends in 2023

Clothing category

The survey shows that the vast majority of consumers plan to buy Halloween costumes. However, affected by the economic environment, 24% of consumers plan to reuse costumes from previous years, and nearly half of consumers (49%) will spend less than $100 on costumes.

The main source for American consumers to find clothing purchase inspiration is Google, followed by Instagram, and theme stores and theme websites are also popular.

In terms of purchasing channels, 91% of consumers said they would be willing to buy Halloween costumes from suppliers/brands they have never purchased from before. Amazon is still the preferred shopping platform, followed by specialty stores.

Consumers weigh a number of factors when shopping for Halloween costumes, with price being the most important, followed by sizing and user-generated content.

Decorations

For decorations, most U.S. consumers plan to spend money on this category this Halloween. 34% of consumers said that due to the current economic situation, they plan to buy fewer Halloween decorations than usual, or not at all. Like the costume category, most consumers spend between $1 and $100, accounting for (49%).

25% of consumers plan to spend as much on Halloween decorations as they do on holiday season decorations such as Christmas.

In terms of purchasing channels, 90% of consumers who plan to buy Halloween decorations said they are willing to try brands or suppliers they have never purchased before, with hypermarkets and Amazon being the most important purchasing channels.

Halloween purchasing behavior by age

Generation Z

A survey of 1,476 Gen Zs showed that Gen Zs are very enthusiastic about Halloween shopping, with 90% planning to celebrate Halloween this year and 22% believing that it is never too early for merchants to put related products on the shelves. Gen Zs have a relatively sufficient Halloween budget, with 31% having a budget of less than $100, and 52% having a budget of $101-250 and $251-500.

The survey shows that 79% of respondents said their Halloween spending will be affected by the economic environment. Generation Z will weigh many factors when purchasing Halloween items. 64% will consider ratings and reviews when purchasing Halloween costumes, and 65% will consider photos and videos of other consumers when purchasing Halloween costumes.

Generation Z is more willing to try new brands and platforms, with 93% and 92% of consumers willing to try new brands or stores when shopping for Halloween costumes and decorations, respectively.

Millennials

According to a survey of 10,164 millennial consumers, millennials have the highest Halloween shopping budget and shopping enthusiasm, with 91% planning to celebrate Halloween and 24% saying it is never too early to put Halloween merchandise on the shelves. This group is the only one with the largest proportion of consumers with a budget of $101-250, followed by $1-100, and consumers with a budget of $251-500 also account for 20%.

The survey shows that 73% of consumers said their Halloween spending will be affected by the economic environment, and there are many factors that affect millennials' Halloween purchasing decisions. 56% will consider ratings and reviews when buying Halloween costumes, and 60% will consider other consumers' photos and videos when buying Halloween costumes.

This group is also more willing to try new brands and platforms, with 94% willing to buy Halloween costumes from new suppliers or brands and 93% willing to buy Halloween decorations from new suppliers or brands.

Generation X

The survey of 5,630 Generation X in the U.S. showed that 83% of Generation X plan to shop on Halloween, and 20% of consumers said it is never too early to put Halloween merchandise on the shelves. The vast majority of consumers said that economic conditions will have an impact on their spending, and the majority of consumers have a budget of less than $100.

Of course, Gen Xers weigh many factors when shopping for Halloween, with user-generated content ranking high, with 38% considering ratings and reviews when shopping for Halloween costumes and 41% considering other shoppers’ photos and videos when shopping for Halloween costumes.

Additionally, most Gen Xers are willing to try new stores and websites when shopping for Halloween merchandise: 88% of consumers are willing to buy Halloween costumes from new vendors or brands, and 89% are willing to try new brands or stores when shopping for Halloween decorations.

Baby Boomers

Baby boomers are the least enthusiastic about celebrating Halloween, with 67% of consumers planning to celebrate Halloween this year, 17% of consumers saying it is never too early to put Halloween merchandise on the shelves, and nearly half of consumers have a budget of less than $100.

Baby Boomers consider many factors when shopping for Halloween this year. However, user-generated content is increasingly important, with 18% considering ratings and reviews when purchasing Halloween costumes and 21% considering photos and videos of other consumers when purchasing Halloween costumes.

When it comes to Halloween shopping, most baby boomers are willing to try new stores and websites. 72% of consumers are willing to buy Halloween costumes from new vendors or brands, and 76% are willing to buy Halloween decorations from new brands or stores.

Halloween purchasing behavior by gender

Female consumers

The survey of 16,722 female consumers showed that 91% of female consumers plan to shop for Halloween, and 22% said it is never too early to buy online or in-store. Consumers with a budget of $1-100 accounted for the majority, at 33%, followed by consumers with a budget of $101-250, at 28%.

48% of female consumers consider ratings and reviews when purchasing Halloween costumes, and 52% consider other shoppers’ photos and videos when purchasing Halloween costumes.

Additionally, most women are willing to try new brands and vendors when shopping for Halloween: 90% of consumers are willing to try new vendors or brands when buying Halloween costumes, and 91% are willing to try new brands or stores when buying Halloween decorations.

Male consumers

The survey of 1,909 male consumers showed that male consumers' willingness to shop for Halloween was slightly lower than that of female consumers, with 86% of consumers planning to shop for Halloween this year and 18% of consumers saying it is never too early to put products on the shelves.

User-generated content is equally important to male consumers, with 45% considering ratings and reviews when purchasing Halloween costumes. 48% consider other shoppers’ photos and videos when purchasing Halloween costumes. 90% are willing to try new vendors or brands when purchasing Halloween costumes, and 90% are willing to try new brands or vendors when purchasing Halloween decorations.

Editor✎ Ashley/

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