Coronavirus BRIEFING

Consumers Anticipate New Ways to Celebrate Halloween, Despite COVID-19

By
WASHINGTON—Like many holidays this year, Americans are planning to celebrate Halloween despite the ongoing coronavirus pandemic. The autumnal holiday may look a little different this year, but consumers are finding ways to safely mark the occasion.

According to the National Retail Federation’s (NRF) annual survey conducted by Prosper Insights & Analytics, more than 148 million U.S. adults plan to participate in Halloween-related activities. Among those celebrants, safe at-home activities ranked highest: 53 percent plan to decorate their homes, 46 percent plan to carve a pumpkin and 18 percent will dress up their pet.

More than three-quarters say the virus is impacting their celebration plans, with overall participation down to 58 percent. Plans for parties, trick-or-treating, handing out candy and visiting haunted houses have all dropped, due largely to the fact that some activities do not easily adhere to social distancing. Even so, 17 percent say they plan to celebrate virtually.

Consumer spending is expected to reach $8.05 billion, down slightly from $8.78 billion in 2019, due to the drop in participation. However, consumers are spending more on the activities that will ensure a memorable holiday. Those who are celebrating plan to spend $92.12 on average compared with $86.27 in 2019. Consumers are doing what they can to still make it a special event by spending a little more on home decorations, candy and greeting cards.

Click here to read the full story from the NRF.