line illustration of Halloween witch, vampire and wolf

[Infographic] 2022 Halloween Spending, Sales, Stats, and Trends

Halloween has officially made its triumphant return! This year, 69 percent of Americans (about 227 million people) are knee-deep into their Halloween spending – buying spooky home décor (or at least pumpkin-themed decor), dreaming up character costumes and clever horror costumes, and buying party-sized Halloween candy mixes. 

It’s Halloween time! And that means it’s time for the 2022 Halloween infographic of Halloween spending, trends, insights, and strategies. We love our Halloween statistics!

So, we know you already have this massive infographic, but before you dig in on your own, I think it’s only right for me to kind of highlight some of the more interesting (read, valuable) Halloween stats contained herein.

Halloween Spending, Sales and Stats

When autumn finally rolled around in 2020, less than half of us were interested in celebrating Halloween in the traditional sense. (It may have had something to do with the fact that every single day of 2020 seemed a little like Halloween…) For most of us, that resistance was tied directly to still being hesitant to gather in crowds, go door-to-door, or (heaven forbid) take anything out of anyone else’s hands.

We’ve come a long way since the dark days of Fall 2020. In fact, this year will see the highest percentage of people celebrating Halloween since 2018, according to the National Retail Federation.

In 2021, 82 percent of US households with kids were planning to celebrate Halloween. This year, like last year, trick-or-treating is back on the agenda, and candy is still the most popular thing to buy for Halloween with 96 percent of celebrants picking some up for the big day. Fully two-thirds of celebrants (67 percent) have plans to hand out candy this Halloween.

Per-Person Halloween Spending Drops a Buck or Two This Year

2021 was historic for Halloween because it was the first year per-person spending on Halloween stuff pushed past the $100 mark. The average Halloween fan planned to spend  $102.74 last year. This year, that amount holds steady (it’s $100.45 this year), but overall spending on Halloween is up from $10.1 billion in 2021 to $10.6 billion this year. 

This year, each of the top Halloween spending categories – candy, decorations, costumes, and greeting cards will see significant increases, not just over last year’s numbers, but also over 2019 pre-pandemic spending numbers. 

In fact, with the exception of Greeting Cards, the most popular spending categories for happy Halloweeners have each seen significant growth in sales since 2019. 

  • Candy sales are up 21 percent, from $2.6 billion in 2019 to $3.1 billion this year
  • Home decor sales are up 30.7 percent, from $2.6 billion in 2019 to $3.4 billion this year 
  • Costume sales are up 13 percent, from $3.2 billion in 2019 to $3.6 billion this year

We actually published an entire post that’s dedicated to this year’s Halloween trends. But just as a primer to get you in the right mood, here are a few fun ones for ya.

Social media continues to play a key role in Halloween festivities

According to Statista, Facebook topped the list of social media platforms consumers rely on for ideas, with 20 percent of those surveyed saying they used Facebook to get inspired.  This year, YouTube is also grabbing a nice chunk of the social inspo traffic with 19 percent of those surveyed saying they use the video platform to find costume ideas. And with good reason – you have to see this video. 

Other popular platforms including Instagram, Pinterest, and YouTube are named among the top sources of Halloween inspiration for both decorations and costume ideas. 

According to everyone’s favorite idea engine (Pinterest), consumers start their Halloween-related searches as early as May. From May to October, Halloween-related search volume on the platform consistently increases month over month. 

Pop Culture and Entertainment Fuel Tons of Great Ideas

According to Statista, 38.7 percent of Halloween celebrants will select their costumes based on what’s easiest to get. And 20.8 percent will go with one of the classic costumes – super heroes, giant hot dogs, witches – the usual suspects. 

But there are some really cool streaming-inspired trends popping off this year, too. 

  • 13.5 percent of shoppers will get their costume inspiration from recent TV shows or movie releases
  • 12 percent will reach back and get inspo from a old TV show or movie, and 
  • 11.49 percent will choose costumes inspired by social memes and trends.

Here are the Top 10 Trending Costume Ideas on Pinterest.

  • “Stranger Things costume ideas” increased by 22X
  • “Elvis and Priscilla costume” increased by 19X
  • “Patrick Bateman costume” increased by 18X
  • “Top Gun costume” increased by 6X
  • “Anna Delvey costume” increased by 5X2
  • “Harley Quinn halloween costume” increased by 4X
  • “Avril Lavigne halloween costume” increased by 3X
  • “Dani Hocus Pocus costume” increased by 3X
  • “Maddie and Cassie Euphoria costume” increased by 3X
  • “Lord of the Rings halloween costumes” increased by 2X

Now, if you recall, in 2020, Pinterest was the go-to spot for politically-correct Halloween ideas. The platform actually launched the Cultures Aren’t Costumes campaign to provide cultural context for costume ideas  to minimize the likelihood searchers would choose costumes that could offend. 

Tips for Using Halloween Marketing to Position You For a Successful Holiday Push

There are two productive ways to leverage Halloween. The first is, of course, to promote your Halloween-related goods and services. But most of our readers will fall into this second category of parlaying Halloween into an opportunity to boost your brand’s visibility ahead of the holiday shopping season.

#1 Focus on brand lift, not conversions 

We’re all pretty obsessed with grabbing conversions, I know. But if your brand isn’t specifically selling costumes, candy, or decor, your participation in Halloween can serve as a great way to boost your brand awareness for holiday sales. hIt’s worth noting that the beginning of October is the official start of the holiday spending season. In fact, by the end of October, 60 percent of holiday shoppers have already begun their holiday spending. 

People are keeping an eye out for good deals on holiday gifts while they’re combing the aisles for fake blood and giant talking skulls. So, even if you’re not running a big Halloween sale, you can incorporate content on your branded channels and social channels that will help increase your visibility and gain name recognition. This will give you the chance to roll your Halloween marketing right into your Thanksgiving marketing.

#2 Get your product listed in holiday gift guides

Halloween coincides with the open calls for products to include in Fall, Holiday, and New Year’s product guides, and there are all sorts. I’ve seen open calls on HARO inviting readers to recommend grooming products for rugby fans. That’s super-specific, right?

 #RedRoss ( 👈 Friends reference))

There are gift guides for moms, working moms, working women, him, her, them, kids, toys, beauty products, apps, productivity boosters… all kinds of guides and product roundups that the smaller publications are sourcing content for between August and October. Keep an eye out.

#3 Get creative with your product and show people how to use it this Halloween

This one’s always fun. Because even if you do not have a Halloween-focused product, you can still get in on the fun. 

Worries people aren’t going to pick up enough of your pipe cleaners? A lobster costume made out of ping pong balls, pipe cleaners, red paper plates, and red plastic cups… 

Want to push more paper towel? Or this guy who literally walked around in a plaid shirt holding a roll of Brawny paper towel…

Loop your boba store into the holiday fun with a bubble tea costume. I literally see a t-shirt dress, a paper towel roll painted pink, black pom poms and an actual milk tea in this pic…

#4 Work with creators to run creator marketing campaigns

You can partner with social media influencers to build really engaging campaigns that can run on social. Or you may choose to simply focus on creating content (and even going for a UGC campaign) around Halloween-related topics just to get eyes on your brand.  Last year there were over 103 million Tweets about Halloween globally, according to Twitter.

#5 Create or participate in a local event

You may also consider partnering with nano- and micro-influencers in your niche or even in your city to create community-focused events. Take plenty of pics that you can post online across your branded channels. 

These could be your online community or your physical community. But you will partner with influencers and Halloween influencers (for all you Gen Xers out there who remember Elvira… that’s one Halloween influencer who’s been booked for Halloween for the last 30 years, right?).

Friendly contests with small cash prizes or really cool freebies would be a good way to boost your visibility when you’re looping in a little Halloween influencer marketing. 

Last year, in addition to hashtags like #Giveaway and #Contest the top Halloween-related hashtags used on Twitter included:

So, even as you’re running live community events, remember that these moments are perfect to repost online. I would also recommend setting up events that can run spectacularly online like most ghoulish Halloween makeup ideas, or best Halloween costume ideas or Halloween DIY families had the most fun doing.

Here’s a good idea of a brand lift play that you can do locally: 

Last year, Kroger Stores hosted drive-up trick-or-treating for its shoppers in lieu of their regular in-store kids’ activities. 

In previous years, the midwest grocery chain has hosted in-store trick-or-treating and game areas that allowed kids to win treats. Store locations have done things like put bouncy houses in the parking lots for kids and set up Halloween decorations outside the store.

You don’t have to do anything this extravagant, but there are tons of doable ideas you can do that won’t suck up too much of your team’s time and resources. Check out these Halloween marketing ideas for local small businesses for a little inspo.

Check Out Our Halloween Infographic

For more ways on using influencer marketing in your digital strategies, check out our big, juicy guide to influencer marketing strategies.

Check out this 👇 infographic for more ideas. You’ll see the stats and the Halloween trends. Bonus: there are campaign strategies and tips are at the bottom.

Check out this 👇 infographic for more ideas. You’ll see the stats and the Halloween trends but the strategies and tips are at the bottom. strategies for using that data.

Courtesy of: The Shelf


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