64% Prefer to Shop In-Store for Halloween Items; 15% Plan to Decorate with Giant Skeletons and Other Large-Scale Decor

CHICAGO, Oct. 17, 2024 (GLOBE NEWSWIRE) -- Numerator, a data and tech company serving the market research space, has released data on Halloween 2024, sourced from a sentiment survey of over 5,000 U.S. consumers on their Q4 2024 holiday intentions. Overall, nearly two-thirds of Americans plan to celebrate Halloween, with participation even higher among Gen Z and Millennial consumers. The majority plan to decorate their homes, buy candy, and complete their Halloween shopping in-store rather than online. 

Consumer Survey Findings:

• Nearly two-thirds of consumers plan to celebrate Halloween 2024. 62% of US consumers say they will celebrate the spooky season, with participation highest among Gen Z & Millennials (73%).
• Almost half of consumers start prepping in advance of the holiday. 46% of consumers start planning for Halloween 1-2 months in advance, while another 32% plan 1-2 weeks in advance. Gen Z & Millennials are nearly twice as likely as all consumers (9% vs. 5%) to plan for Halloween more than six months in advance.
• Decorating is the most popular way to celebrate Halloween. 59% of celebrants plan to decorate their homes this year, with Boomers+ (63%) and consumers in the Northeast (65%) more likely to do so. After decorating, the top celebration plans are handing out candy (58%), gathering with family and friends (33%), and going (or accompanying someone) trick-or-treating (31%).
  • Consumers plan to decorate both inside and outside their homes - with more than 1 in 10 houses featuring large scale decorations. 83% of decorators plan to use Halloween decorations from past years, while 46% plan to purchase new and 28% plan to make DIY decorations. 47% will use fresh or natural decorations like pumpkins or corn stalks, and 15% will use large-scale decorations like giant skeletons or lawn inflatables.
  • Halloween decorators prefer fun and festive motifs over scary. When asked about their Halloween decoration style, nearly half (49%) of consumers described theirs as "fun”, followed by "festive” (46%), "cute” (36%), "spooky” (35%), "scary” (19%), and "creepy” (18%). Only 4% say their style is extravagant, while 23% say it is low-key.
  • Decorating styles differ by generation and regionality. Western consumers are more likely to go spooky with their decorations (42% vs. 35% of all consumers), Southern consumers are more likely to go for fun (53% vs. 49%), and Midwesterners go for festive (53% vs. 46%). Among generations, Gen Z & Millennials are more likely to go spooky (43% vs. 35%), while Gen X is more likely to go festive (49% vs. 46%)
  • Decorating is personal for nearly three-quarters of Halloween decorators. 74% say they decorate for personal enjoyment and creativity, 49% say decorating is a tradition, and 40% say they decorate to entertain trick-or-treaters.
• Halloween shoppers prefer to do their shopping in person. 64% of Halloween celebrators say they will do most or all of their shopping in-store, while only 12% say they will do most or all of their shopping online. The top planned shopping locations are big box stores like Walmart or Target (60%), grocery stores (44%), discount or dollar stores (35%), online retailers (35%), specialty retailers like Spirit Halloween or Hobby Lobby (18%), and local shops or small businesses (15%).
  • Candy is the top planned purchase for Halloween. 80% of Halloween celebrators plan to purchase candy, followed by decorations (48%), food (38%), apparel or costumes (37%), alcoholic beverages (23%), and party supplies (14%).
  • About a quarter of consumers plan to buy alcoholic beverages for the holiday. 23% of consumers plan to buy alcohol for their Halloween celebrations, compared to 12% who plan to buy non-alcoholic beverages. Among alcohol buyers, beer is most popular (62%), followed by spirits (51%), wine (42%), ready-to-drink cocktails (29%), and hard seltzers (25%). 

About Numerator:

Numerator is a data and tech company bringing speed and scale to market research. Numerator blends first-party data from over 1 million US households with advanced technology to provide 360-degree consumer understanding for the market research industry that has been slow to change. Headquartered in Chicago, IL, Numerator has 2,000 employees worldwide; 80 of the top 100 CPG brands' manufacturers are Numerator clients.

CONTACT: Bob Richter

Numerator

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