Nearly half of Halloween shoppers plan to start their buying in September or earlier, driven by cooler autumn weather and a desire to stretch their budgets, according to data released Tuesday by the National Retail Federation.
A September NRF report noted that 42 percent of consumers cited declining temperatures as a reason to begin shopping early.
Price concerns are also prompting early action, with 23 percent of early shoppers citing budget management and 21 percent pointing to affordable pricing and promotions.
“Consumers continue to make Halloween a spending priority, but they are also approaching the season with affordability in mind,” Allison Zeller, NRF’s vice president of industry and consumer insights, said in a statement. “For more than two decades, NRF’s Halloween survey has tracked how consumers celebrate the holiday, and this year’s results show that shoppers are being thoughtful and strategic, looking for ways to maximize value throughout the season.”
Total holiday expenditure is projected to reach $13.5 billion. The estimate, derived from an NRF survey conducted by Prosper Insights & Analytics, surpasses last year’s record of $13.1 billion.
Shoppers are increasingly turning to digital tools to plan their purchases, with 47 percent using artificial intelligence. Top applications include brainstorming ideas, cited by 34 percent of respondents, and requesting product recommendations during research, at 32 percent.
Phil Rist, Prosper executive vice president of strategy, said that AI was becoming “increasingly common” in retail.
“As consumers prepare for Halloween, many are using these tools to brainstorm costumes and decorating themes, explore production options and find inspiration that help bring their celebrations to life,” Rist said.
When it comes to where people buy, discount stores remain the most popular choice at 39 percent, followed by specialty costume shops at 32 percent and online retailers at 27 percent.
Local and small businesses are set to capture 13 percent of shoppers, nearly doubling their share from a decade ago.
Early planning extends beyond October as well. The September 1 NRF report found that 54 percent of consumers were starting their winter holiday shopping prior to November to better manage their spending.
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