WASHINGTON — Retailers shouldn't be fearful of Halloween, as more consumers are expected to celebrate the holiday this year, the National Retail Federation said.
According to NRF’s 2011 Halloween Consumer Intentions and Actions Survey conducted by BIGresearch, 7-in-10 Americans (68.6%) plan to celebrate Halloween, up from 63.8% last year and the most in NRF’s 10-year survey history. Additionally, the average consumer will shell out $72.31 on decorations, costumes and candy, up from $66.28 last year. Total Halloween spending is expected to reach $6.86 billion.
“Eager to shake off the summer heat and forget about the economy for a few days, Americans are looking forward to having some fun this Halloween,” NRF president and CEO Matthew Shay said. “Many retailers have already stocked their shelves with Halloween merchandise and, given the popularity of the holiday this year, consumers should not hesitate when they find something that would make their celebration complete.”