Halloween by the Numbers
Growing up in the 90s and early 2000’s, Halloween meant costume day at school and dad would make Chili for dinner. We bought candy to hand out. We went trick or treating. Mom wore the same Joker costume for approximately 6 years in a row and dad wore a plastic crown, entering the kitchen dramatically every year with, “It’s good to be king!”
Our costumes were made of things we already had or could borrow. I’m pretty sure my sister wore my dad’s firefighting bunker one year - and it worked great because she was the warmest one when we went trick-or-treating.
Things were different.
In 2005, Americans spent about $3.3 billion on Halloween. In 2023, Americans spent $12.3 billion. In early October, consumer survey’s estimated that this year will see $13+ billion in Halloween spending.
The bulk of that spending is expected to be in costumes to the tune of $4.3 billion, followed by decorations, $4.2 billion. When I was a kid, our decorations consisted of the pumpkins we carved. That was it. These days, some people transform their entire homes into spooky, or sometimes terrifying, scenes. Large animatronic statues, cutesy inflatables, and pumpkin arches adorn yards and front porches. Orange twinkle lights line windows, seasonable dinnerware fills the cabinets, and Spirit Halloween stores fill vacant commercial spaces.
What changed?
Perhaps it’s a little nostalgia. We miss the fall festivals where we bobbed for apples and braved shoddy haunted houses put on by the football team. We go bigger than we used to, because now that we’re adults we want the holiday to last a little longer, to take us back to “the good ol’ days.”
Or maybe it’s because marketing has gotten really good. Helped, of course, by social media. We see the most adorable family costume idea on Instagram (that you definitely cannot put together with things you already own); TikTok is filled with Halloween inspired snacks (that coincidently need specialized kitchen equipment); the suggested reels show some incredible front porch decor (but don’t worry, everything you need has been linked in their bio). Consumerism is costly.
Of course, there was also a pandemic a few years ago that shut everything down. After that, everything “holiday” seemed to have exploded.
Whatever the reason - likely a combination of them all - Americans are shelling out for Halloween.
How much did you spend this year? Did you track it?
Have you considered . . . not?
What if we didn’t buy new costumes that we’ll use 2-3 times before it ends up in the back of your closet or the bottom of a donation bin? What if we didn’t shell out money for yard inflatables that we will then have to store in giant bins in our garage or attic, assuming they aren’t damaged enough to throw away, that we may or may not remember we have next year? What if we stopped scrolling long enough to realize that we really, really, don’t need a 12-foot tall skeleton?
It’s your money. Spend it how you want. Just remember that we were able to make Halloween magical by spending $10 billion less 30 years ago. Taking inflation into consideration, I’ll acquiesce that candy is more expensive than it used to be, especially since cocoa prices are up after the Western Africa crop got hammered in 23-24. Candy sales this year are expected to reach $3.9 billion.
Halloween is another chance to decide, with how you spend your money, what you prioritize. Hoping to retire early or take a year off work or trying to save up to start investing? Pass on new decor this year (and next). Hand out less candy (like one piece per kid), this has the double benefit of introducing less sugar into our diets. Use last year’s costume, or make one from what you already have (white bed sheets make excellent togas) or visit Goodwill in the next month to secure your costume for next year instead of buying new.
It doesn’t have to be new or expensive to be fun or magical.
Happy Halloween - and stay safe.
Cheers