SPOOKY SPENDING: Costumes, candy and decorations dominate Halloween retail this season

ATLANTA — How much will folks be spending this year on costumes, treats to avoid tricks, decorations and other things associated with Halloween?

The answer is not as much as last year, but still enough to keep the chill off merchants hoping for some hot sales.

The Georgia Retail Association, which has been representing the state’s retailers for more than a half-century, is reporting that Georgians will spend an average of $74.34 on Halloween-related things this year, down 4 percent from last year. In 2014, the average Georgia resident spent $77.52 on ghoulish delights.

“Halloween spending is always important for Georgia retailers’ bottom lines,” Georgia Retail Association President/CEO Rick McAllister said, “and even though purchases are expected to be down slightly after previous record-setting years, $75 per consumer is still a very healthy amount to spend getting ready to celebrate this fun time of year.”

The Georgia projections are the same as the national ones determined by the National Retail Federation’s Halloween Consumer Spending Survey conducted by Prosper Insights & Analytics. Nationally, consumers are expected to spend $6.9 billion celebrating the event, with the biggest share of that going to costumes, followed by candy purchases.

One thing that’s not scaring off consumers is the U.S. economy. The NRF survey shows that 83 percent of adults 18 and older who responded said the state of the national economy would not impact their Halloween plans. Of those who said it would, more than three-quarters — 78.7 percent — said they would be spending less this year, with one in five (21.1 percent) buying less candy, 18.3 percent opting for a homemade costume and 15.5 percent recycling their 2014 garb.

As in previous years, adults will spend more on their own costumes ($1.2 billion) than on costumes for children ($950 million) and pets ($350 million). About 68.3 million adults (43.5 percent) will dress in costume, and 20.3 million (12.9 percent) will dress up their pets for the occasion.

Those buying costumes will spend an average of $42.50, which averages out to $27.33 for all Halloween celebrants this year.

When it comes to costumes, witches (for adults) and princesses (for children) have seen their respective reigns reach year No. 11 in 2015, with pumpkins the favorite for pets. Batman characters are in the top three across the board — No. 3 for adults and pets, No. 2 for children. Other favorites are animals (No. 2 adults, No. 4 children), action/superheroes (No. 3 children, No. 8 adults), zombies (No. 4 adults, No. 7 children), “Star Wars” characters (No. 5 adults, No. 6 children and No. 8 pets).

“As we’ve seen for several years, Hollywood and pop culture both have a tremendous impact on how adults and their children decide to dress the part each Halloween, and it’s evident some of the biggest newsmakers of the year will be out in full force this fall,” NRF President and CEO Matthew Shay said.

Rounding out the top dozen choices for adults are No. 6, pirate; No. 7, vampire, No. 9, doctor/nurse; No. 10 tie, slasher movie character, political and wench/tart/vixen, with Minions at No. 12.

For children, “Frozen” characters are No. 5, followed by No. 8, witch, No. 9, pumpkin, and No 10, Minion.

“It’s easier than ever for consumers to find creative Halloween costumes given the popularity of Pinterest and Instagram and the immediate access to pop culture trends,” said Prosper Insights Principal Analyst Pam Goodfellow. “It’s always a nice surprise to see what tops the lists each year and to see just how creative people will get when it comes to their own and even their pets’ costumes.”

After pumpkins, the costumes for pets in order are hot dog, Batman, devil, bumble bee, dog, cat, Star Wars, bowtie/bandana/fancy collar, shark, princess and Minion.

Handing out candy will be the most popular event, with 67.8 percent of adults saying they plan to have it ready for treating. More than a third, 33.5 percent, will chip in the $330 million spent on greeting cards, and 44.8 percent plan to decorate their home or yard. The average person who decorates will spend $20.34 on decorations, making a $1.9 billion impact nationwide.

More than three in 10 (31.5 percent) will throw or attend a Halloween party. And pumpkins should again beware. More than four in 10 (43.5 percent) plan to carve up a jack o’ lantern.