Industry Market Trends

Halloween 2011 by the Numbers

October 25, 2011

Halloween is more than just a holiday of tricks and treats — it also yields sizable returns for many businesses. Whether you're a manufacturer, retailer or just an overgrown kid, Halloween 2011 is sure to be rewarding. Here we look at some surprising facts and figures behind the year's most spooktacular holiday.

Americans are planning to spend more than ever before this Halloween season, with costumes, candy and party-related purchases topping the list. Apart from big earnings, there are numerous fun and surprising facts behind Halloween.

TRICK OR TREAT NATION

Business of Halloween.jpg

41 Million

Estimated number of children ages 5 to 14 — all potential trick-or-treaters — across the United States in 2010

Source: U.S. Census Bureau's Halloween Facts for Features

93%

Percentage of children who go trick-or-treating every year

Source: National Confectioner's Association (NCA) Fun Facts about Halloween

116.7 Million

Number of occupied housing units in the U.S. in 2010, all potential trick-or-treating destinations

Source: U.S. Census Bureau

68.6%

Percentage of Americans planning to celebrate Halloween this year, up from 63.8 percent in 2010 and the highest number in nine years

Source: National Retail Federation's (NRF) 2011 Halloween Consumer Intentions and Actions Survey

32.9%

Percentage of parents who plan to take their children trick-or-treating this year, up from 31.7 percent last year

Source: Ibid.

73.5%

Percentage of people planning to hand out candy to trick-or-treaters this year

Source: Ibid.

43.9%

Percentage of people planning to dress in a costume this Halloween, up from 40.1 percent in 2010

Source: Ibid.

14.7%

Percentage of people planning to dress their pets in a costume this year

Source: Ibid.

49.5%

Percentage of people planning to decorate their home or yard this year

Source: Ibid.

47.8%

Percentage of people planning to carve a pumpkin for Halloween

Source: Ibid.

46 Million

Number of children who planned their specific costumes a month before Halloween

Source: National Retail Federation's Halloween Favorites

THE BUSINESS OF HALLOWEEN

Halloween home decoration.jpg

$72.31

Average amount a person will spend on Halloween-related purchases this year, up from $66.28 last year

Source: NRF's Consumer Intentions Survey

$19.79

Average amount people will spend on Halloween decorations, second only to Christmas decorations

Source: Ibid.

$6.86 Billion

Total U.S. Halloween spending expected in 2011, up from $5.8 billion in 2010

Source: Ibid.

$21.05

Average expected spending on Halloween candy this year

Source: Ibid.

$4.96

Average spending on Halloween greeting cards expected this year

Source: Ibid.

$26.52

Amount the average consumer is expected to spend on costumes this year

Source: Ibid.

$1.21 Billion

Total amount Americans are forecast to spend on Halloween costumes for adults in 2011, up from $990 million last year

Source: Ibid.

13.4%

Percentage of adults who ranked witch as their favorite costume, the top choice in 2011, followed by pirate (3.9 percent), vampire (3.7 percent), Batman (2.2 percent), cat (2.2 percent) and vixen (2.1 percent)

Source: NRF's Halloween Favorites

$1 Billion

Total amount Americans are expected to spend on children's Halloween costumes, up from $840 million last year

Source: NRF's Consumer Intentions Survey

11%

Percentage of children who ranked princess as their favorite costume, the top choice in 2011, followed by Spiderman (3.1 percent), fairy (2.6 percent), Batman (2.4 percent), vampire (2.4 percent), Disney princess (2.2 percent) and Superman (1.3 percent).

Source: NRF's Halloween Favorites

$310 Million

Total amount Americans are expected to spend on Halloween costumes for their pets in 2011, up from $200 million last year

Source: Ibid.

10.7%

Percentage of people who ranked pumpkin as their favorite costume for their pets, followed by devil (8.1 percent), hot dog (6 percent), cat (3.7 percent) and dog (2 percent).

Source: Ibid.

32.1%

Percentage of people who say the state of the U.S. economy will affect their Halloween spending plans

Source: NRF's Consumer Intentions Survey

87.1%

Percentage of people who plan to spend less to compensate for their economic concerns, through methods such as making their own costume (18.9 percent), using last year's costume (16.6 percent) or buying less candy (40.2 percent)

Source: Ibid.

CARVING AND CANDY

candy corn.jpg

1.11 Billion Lbs.

Total pumpkin output from major pumpkin-producing states in 2010

Source: U.S. Census Bureau

$116.5 Million

Value of pumpkins harvested from 48,500 acres in 2011

Source: Agricultural Marketing Resource Center

10-25 Lbs.

Average weight range for pumpkins primarily used for jack-o-lanterns

Source: Ibid.

1,810 Lbs.

Weight of the world's heaviest pumpkin, presented in Stillwater, Minn., in October 2010

Source: Guinness World Records

24.7 Lbs.

Per capita consumption of candy by Americans in 2010

Source: U.S. Census Bureau

1,177

Number of U.S. manufacturing establishments producing chocolate and cocoa products in 2009, led by California with 135

Source: Ibid.

409

Number of U.S. manufacturing establishments producing non-chocolate confectionary products in 2009, led by California with 45

Source: Ibid.

52%

Percentage of adults handing out treats on Halloween who will pass out chocolate, while three out of 10 will provide hard candy or lollipops

Source: NCA's Fun Facts about Halloween

35 Million Lbs.

Amount of candy corn that will be produced this year, equivalent to roughly 9 billion pieces

Source: NCA's Fun Facts about Candy Corn

90%

Percentage of parents who admit to sneaking sweets from their kids' trick-or-treating bags

Source: NCA's Fun Facts about Halloween

70%

Percentage of parents whose favorite candy to sneak from their kids' bags is snack-size chocolate bars, followed by candy-coated chocolate pieces (40 percent), caramels (37 percent) and gum (26 percent)

Source: Ibid.



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