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Who Buys Source

Research by the National Retail Federation determined that 65.8% of adults plan to celebrate Halloween or participate in Halloween activities in some way in 2013, down from 71.5% in 2012.

National Retail Federation, 2013

There are approximately 41.1 million potential trick-or-treaters -- children ages 5-14 (of course, many other children older than 14 and younger than 5 also go trick-or-treating). And there are 115 million households for them to visit.

U.S. Census Bureau, 2013

Based on research by the Haunted House Association, the typical haunted attraction averages around 8,000 paid guests, although attendance can vary dramatically depending on the market and size of the attraction (such as an amusement park).

Haunted House Association, 2013



How They Buy Source

The National Retail Federation study predicts that households will spend an average of $75.03 on Halloween candy, costumes, decorations and greeting cards in 2013, compared to $79.82 in 2012 and $72.31 in 2011. Projected average amounts spent per household in 2013, by category: Halloween decorations, $20.99; costumes, $27.85; candy, $22.37; greeting cards, $3.82.

National Retail Federation, 2013

According to the National Retail Federation, the average amount that will be spent on Halloween merchandise in 2013, by adult age group: 18-24, $78.18; 25-34, $101.61; 35-44, $100.70; 45-54, $76.36; 55-64, $51.40; 65+, $40.92.

National Retail Federation, 2013

Based on research by Hauntworld Magazine, most haunted attractions charge admission fees of around $15 per person, while around 20% charge more than $20 per ticket. 

Hauntworld Magazine, 2013

Average amount that will be spent on Halloween merchandise in 2013, by region: Northeast, $73.00; Midwest, $70.27; South, $74.22; West, $82.83.

National Retail Federation, 2013

What They Buy Source

A 2013 survey by the National Retail Federation identified the most popular activities that adults would be doing to celebrate Halloween (multiple answers): Hand out candy, 72.0%; decorate home/yard, 47.5%; carve a pumpkin, 44.2%; dress in costume, 43.6%; take children trick-or-treating, 31.7%; throw/attend a party, 30.9%; visit a haunted house, 203%; dress pet(s) in costume, 13.8%.

National Retail Federation, 2013

Percent of adults who plan to make purchases in the following categories during Halloween 2013: Costumes (including adults', children's and pet's costumes), 65.3%; Candy, 95.6%; Decorations, 69.7%; Greeting cards, 36.1%.

National Retail Federation, 2013

According to a 2013 survey by the National Confectioners Association, chocolate ranks as the favorite Halloween treat, followed by candy corn, gummy candy, chewy candy, hard candy, lollipops, licorice, gum and mints.

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National Confectioners Association, 2013

Projected share of spending on costumes for Halloween 2013, by category: Adult, 47.1%; Children, 40.2%; Pet, 12.7%.

National Retail Federation, 2013

Where They Buy Source

Spirit Halloween Superstores boasts a national chain of approximately 900 outlets. A subsidiary of Spencer Gifts, the Spirit Halloween Superstores are only open from September through October each year.

Hoover's, 2013

Party City ranks as the largest party supply chain, with more than 825 company-owned stores and franchised operations, plus some 400 seasonal Halloween stores. Halloween accounts for approximately 20% of the company's yearly sales.

Hoover's, 2013

According to Hauntworld Magazine, the top amusement park Halloween events in 2013: 1. Universal Studios (Orlando, FL); 2. Universal Studios (Hollywood, CA); 3. Tampa Busch Gardens (Tampa, FL); 4. Knott's Scary Farm (Buena, CA); 5. Old Tucson Studios (Tucson, AZ); 6. Kennywood Amusement Park (Pittsburgh, PA); 7. Cedar Point Halloweekends (Sandusky, OH); 8. Six Flags Fright Fest (various locations).

Hauntworld Magazine, 2013

According to Hauntworld Magazine, the top 13 professional haunted attractions for 2013: 1. 13th Floor/The Asylum (Denver CO); 2. Bates Motel and Haunted Hayride (Philadelphia, PA); 3. Headless Horseman (Ulster Park, NY); 4. Cutting Edge Haunted House/Thrillvania (Fort Worth, TX); 5. Netherworld (Atlanta, GA); 6. The 13th Gate (Baton Rouge, LA); 7. Field of Screams (Lancaster, PA); 8. The Darkness (St. Louis, MO); 9. House of Torment (Austin, TX); 10. Erebus (Pontiac, MI); 11. The Dent School House (Cincinnati, OH); 12. Kersey Valley Spookywoods (Greensboro, NC); 13. Nightmare on the Bayou (Houston, TX).

Hauntworld Magazine, 2013

Business Trends Source

According to the National Retail Federation, overall spending on Halloween merchandise is predicted to decrease to $6.99 billion in 2013, compared to $8.00 billion in 2012 and $6.86 billion in 2011. Projected 2012 spending by category: Costumes (including adults', children's and pets' costumes), $2.60 billion; candy, $2.08 billion; decorations, $1.96 billion; greeting cards, $360 million.

National Retail Federation, 2013

Based on research by the National Retail Federation, 25.2% of consumers indicated that the state of the U.S. economy would impact their Halloween spending plans in 2013 (down from 25.9% in 2012 and 32.1% in 2011). Of those who will be impacted, how they will be affected (more than one answer possible): Spending less overall, 86.1%; buying less candy, 32.7%; putting up last year's decorations with no plans to buy more, 19.9%; not partipicating in as many Halloween activities (i.e., haunted house, "spooky" amusement parks, fall festivals, etc.), 15.3%; making costume(s) instead of purchasing, 18.1%; using last year's costume(s), 13.9%; not handing out candy, 6.1%; other, 1.5%.

National Retail Federation, 2013

Halloween now ranks as the third biggest adult party holiday, behind only New Year's and Super Bowl Sunday.

Hallmark, 2013

Halloween is one of the fastest growing holidays for home decor -- both inside and out. By some estimates, Halloween is No. 2 in holiday home decor behind Christmas.

Hallmark, 2013

Based on a study by the Haunted House Association, there are over 2,000 haunted attractions that charge admission fees to their events during the Halloween season, in addition to some 300 amusement facilities that produce some sort of Halloween or Haunted House event. There are also more than 1,000 charity attractions that open for one day on Halloween or 1-2 weekends in October.

Haunted House Association, 2013

The haunted house industry (including annual theme park productions) is expected to generate as much as $1 billion in ticket sales in 2013.

Haunted House Association, 2013

There are just under 1,200 costume rental and formal wear establishments in the U.S.

U.S. Census Bureau, 2013

Misc Source

Illinois produces more pumpkins than any state in the country, followed by California, Ohio, Pennsylvania, New York and Michigan.

U.S. Census Bureau, 2013