REPORTER: When it comes to Halloween, it seems consumers won’t be afraid to dish out a little extra cash this year. The National Retail Federation estimates the average American will spend $79.82 on costumes, candy, and decorations for the holiday, up from $72.31 last year. Every fall, specialty stores like Spirit Halloween move into their temporary locations and get ready for holiday shoppers. Although Halloween is still weeks away, they’ve already seen a steady stream of customers and say it will only go up from here.
CHASE LOFTI, STORE MANAGER, SPIRIT HALLOWEEN: “Our business next week will triple and it’ll just keep going that way until we get to Halloween.”
REPORTER: And it’s not just specialty stores already seeing the traffic, Target clears out a number of aisles and fills them with candy, decorations and of course costumes. So just what are the hottest costumes this year? Movies like The Avengers and Batman have made superhero costumes fly off the shelf. Lofti says another hot trend for both kids and adults are skin suits that come both puffy and skinny. 10-year-old Dominic seems to agree with that choice.
DOMINIC, 10: “I’m wearing a morph suit. I’m wearing it because I’m going with my friends as it.”
REPORTER: Traditional decorations like skeletons, ghosts and pumpkins continue to be a top seller, but at Spirit Halloween, it’s their creepy animatronics that they can’t seem to keep on the shelves.
CHASE LOFTI: “The number one seller that we have this year is the jumping spider which is new, and it’s a big spider, it sits on the ground and when it’s activated it jumps up at you and they’re very popular and another item that we have trouble keeping in stock.”
REPORTER: While some people are getting in the Halloween spirit, others are skipping ahead a few months and getting ready for the Christmas season. They don’t have the entire selection out yet, but Target already sells a few winter holiday classics. The National Retail Federation expects winter holiday sales to rise 4.1% this year.
I used this video with my EM Normandie final year marketing students this morning and produced a questionnaire which you can find here. I also did a PowerPoint with Halloween images, statistics, and a data presentation activity, which you can download here. Happy Halloween!