Halloween is live: e-commerce sales will reach nearly $ 3 billion in 2021

Like the rest of the economy, Halloween has moved online.

In 2020, at the height of the pandemic, 52% of parents chose to purchase children’s costumes in stores, Statista said. Another 49% bought in-store candy, Statista also found.

However, the online crowd is growing in 2021. Data from Influence Central has revealed that 55% of parents plan to buy their children’s costumes online this year, while only 42% plan to search for costumes in stores. .

One year away from the uncertainty of the COVID-19 pandemic, Americans are embracing the chilling tradition of October 31. Influence Central found that just 3% of parents plan to have Halloween this year, while 34% expect to celebrate with a small gathering of people to dress up and exchange candy. 27% plan celebrations at school.

The spending outlook reflects this trend. The National Retail Federation surveyed 8,061 consumers from September 1-8 to assess their plans for Halloween. The organization said overall Halloween spending is expected to increase this year, from $ 8 billion in 2020 to $ 10.14 billion this year. Before the pandemic, sales were $ 8.8 billion in 2019.

Digital sales also continue to grow, with $ 2.94 billion expected to be spent online this year, the NRF said.

“Americans plan to spend more than ever to make this Halloween one to remember,” Matthew Shay, president and CEO of NRF, said in a statement. “Retailers have put in place a number of measures, such as introducing Halloween products earlier than usual, to ensure their shelves are stocked with seasonal candy, decorations and more. articles before this important holiday. “

The NRF said 65% of Americans expect to celebrate Halloween this year, with 82% of those with children doing so. The result is that a lot of candy is distributed. The association’s survey found that 66% expect to hand out candy, 52% will decorate their home or yard, and 46% will dress in costume.

Candy USA, the association representing candy confectioners, said 87% of people plan to buy the same amount or more of Halloween candy this year compared to 2020. In 2020, Hershey (NYSE: HSY) has said its candy sales increased slightly from 2019, driven by an 80% increase in online sales in the third quarter of 2020. Information Resource said candy sales increased 0.3% in 2020 by compared to 2019.

The NRF said the average American will spend $ 102.74 on Halloween this year, up more than $ 10 from 2020. Households with children will spend $ 149.69 from $ 73.57 a year ago .

The NRF data appears to be true, if Home Depot’s 12-foot skeleton with LifeEyes is any indication. A smash hit in 2020, when the item sold out across the country within weeks, the retailer brought back the item for 2021, putting the giant skeleton on stores in July. At the start of October, it was nearly impossible to find the item, which sells for $ 300. If you want to spend, Amazon offers a similar item for $ 750 plus additional shipping.

Executives at The Home Depot (NYSE: HD) have said the AdAge 2020 Halloween season is the best on the chain and there is no indication that 2021 will be anything less spectacular.

The NRF said the first two weeks of October is the peak time for Halloween shopping, with 40% of men and 39% of women expected to shop during this time. September was also an important month, with 33% of men and 39% of women shopping that month. Almost 100% of people (97% men, 96% women) expect to buy candy; 79% of men and 78% of women will buy decorations; and 70% of men and 67% of women will buy costumes.

“This year in particular, we see a focus on Halloween spending on the part of families,” said Phil Rist, executive vice president of strategy at Prosper Insights, in a statement. “Not only are those with children planning to spend more on Halloween-related items like costumes, they’re also starting to shop, with more than half planning to start shopping in September or sooner. “

And more than ever, these purchases will be made online.

Click for more articles from Brian Straight.

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