Australians are getting into the spooky season spirit this year, with retailers set to enjoy a $450 million boost from Halloween spending in 2024.
New data from Roy Morgan shows that 21 per cent of Australians say they are planning to celebrate the event, and that of those participating, each person will spend an average of $93.
ARA CEO Paul Zahra says Halloween has cemented its status as an important seasonal event for Australian retailers in recent years.
“From costumes to cosmetics to confectionary, Australians are enjoying getting ghoulish during the lead up to Thursday October 31,” Mr Zahra says.
“Halloween is a wonderful opportunity for families with many parents choosing to dress up with their children for trick or treating, or host costume parties with friends and relatives. Many adults are also getting into the spooky season and hosting adult parties.
“This $450 million sugar-hit will be greatly appreciated by retailers who continue to face challenging economic conditions.
“Food, clothing, home and cosmetic retailers will be eagerly anticipating an uptick during the lead-up to Halloween.”
The Halloween categories Australians will be spending on include:
- Trick or treating: 45 per cent
- Treats for trick or treaters: 38 per cent
- Halloween costumes: 37 per cent
- ³Ô¹ÏÍøÕ¾ decorations: 32 per cent
- Attending or hosting: 18 per cent
Australians aged 35-59 are the most likely to celebrate Halloween (34%) followed closely by under 35s (25%).
While the cash injection will provide a much-needed retail boost, Mr Zahra noted that spending on Halloween this year is down $40 million compared to last year’s figure of $490 million.
“We’re continuing to see softened discretionary spending habits in line with the cost-of-living crunch,” Mr Zahra says.
“Despite this, Australians continue to get into the spirit of these celebratory seasonal moments, and many retailers are well poised to take advantage of those opportunities.”
This ARA-Roy Morgan Snap SMS survey was conducted with an Australian-wide cross-section of 3,919 Australians aged 18+ on Wednesday September 11 – Tuesday September 17, 2024, including 632 who plan on celebrating Halloween.
