According to the Prosper Insights & Analytics annual survey, U.S. Halloween spending in 2024 is projected to reach $11.6 billion, slightly down from last year’s $12.2 billion. Even though total spending may dip, categories like costumes, decorations, and candy remain highly popular. Most importantly, the survey shows a significant rise in early shoppers, with 47% of consumers starting their Halloween shopping before October, compared to 37% five years ago.

With this shift, discount stores (37%) and online channels (33%) have become the most popular shopping destinations for Halloween essentials. As sellers prepare for the season, understanding these consumer preferences is crucial for capitalizing on sales opportunities.

Focus on Early Promotions and Stocking Popular Categories

The rise in early shopping provides a prime opportunity for sellers. With 25-34-year-olds leading the early shopping trend (56%), sellers should:

• Launch early-bird promotions in September to capture these shoppers before the peak season.
• Stock key items, particularly costumes, decorations, and candy, as these categories dominate spending. Adult costumes ($1.8B), children’s costumes ($1.3B), and pet costumes ($0.7B) are staples that will remain in high demand.

Strategic Tip: Offering limited-time discounts or bundle deals on popular costumes like Spider-Man, witches, and pet pumpkins can help attract early shoppers. Also, consider "buy more, save more" offers to push higher cart values.

Capitalize on Discount Stores as Primary Shopping Destinations

With 37% of consumers preferring to shop at discount stores for Halloween items, sellers can optimize their presence in this channel by:

• Partnering with popular discount retailers or placing high-demand items in bulk to drive sales.
• Offering exclusive in-store promotions for costumes, candy, and decorations.

Strategic Tip: For sellers with physical stores, ensuring that stores are well-stocked by mid-September and advertising early promotions through local channels (flyers, community engagement) can help capture these early shoppers.

Maximize Online Sales Potential

While discount stores lead in-store shopping, online shopping remains a major channel, favored by 33% of consumers. Sellers with online platforms can gain a competitive edge by:

• Enhancing the online experience: Easy navigation, clear categories (costumes, decorations, candy), and fast shipping options can improve conversion rates.
• Using SEO and paid ads: Promote key search terms like “Halloween costumes,” “Halloween decorations,” and “pet costumes” to capture traffic from early shoppers. Consumers find costume ideas online (38%), making targeted search ads and influencer partnerships crucial for driving online sales.

Strategic Tip: Launch a Halloween-themed landing page by early September, complete with product recommendations, promotions, and countdown timers for limited-time deals. This will create urgency for early shoppers and increase conversions.‍

Enhance Product Range and Personalization

The survey reveals some of the most popular Halloween costumes this year. Children’s top choices include Spider-Man, ghosts, princesses, and witches, while adults prefer witches, vampires, and pirates. Sellers should consider:

• Expanding product lines to include popular costumes for both adults and children, along with accessories that complement these looks.
• Offering personalized or customizable options for costumes to make products more unique, which appeals to families and groups looking for themed outfits.

Strategic Tip: Sellers can also explore pet costumes, a niche but growing market worth $700M, with popular items like pumpkin and bat costumes leading the way. This could differentiate their offerings in both physical and online stores.

Conclusion

As Halloween approaches, sellers need to adapt to changing consumer behavior, especially the rise of early shopping and the preference for discount stores and online shopping. By offering early promotions, stocking in-demand items like costumes, decorations, and candy, and enhancing their online presence, sellers can maximize sales and capture the full potential of the Halloween shopping season.

Incorporating these strategies will help sellers stand out in a competitive market, ensuring they meet the needs of both early and last-minute Halloween shoppers.

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