In 2013, the NRF indicates, "when it comes to pets, 13.8 percent of those celebrating will take the extra time to find the perfect costume for their favorite four-legged friend, and will spend approximately $330 million."
This figure is down from 2012 expectations which indicated, "15.1 percent will ensure their furry friends are part of the fun too, by dressing their pet in costume," with total pet spending at $370 million, up $40 million from 2011. Previous reports indicated 11.5% were expected to dress their pet in costume in 2010, and 14.7% in 2011.
The NRF indicated that in 2012 a record 170 million people had planned to celebrate Halloween with 7 in 10 Americans (up 68.6% over 2011) with total spending expected to reach $8 billion. Compare this with information from the NRF of a survey conducted by Prosper Insights and Analytics indicating nearly 158 million consumers plan to participate in Halloween activities in 2013, less than the 170 million individuals from last year, with total spending estimated in 2013 to reach $6.9 billion, down $1.1 million from 2012.
As part of their research, the NRF (for the first time) asked when people will begin shopping for Halloween, and received the following information from consumers:
- 32.8% begin shopping before September 30
- 67.2% will shop in October
- 43.6% will begin shopping the first two weeks in October
- 23.6% will wait to shop until the final two weeks of the month
- 32.8% will look for new ideas in a store
- 20.8% will seek advice from friends or family
- 14.1% will check Facebook for inspiration
- 3.8% percent will review blogs
Photo courtesy of Randy Pertiet.