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Halloween Poll: Snickers supplants Skittles as Florida’s favorite candy


Retailers enjoy near-record Halloween spending

“Whether you’re passing out candy to trick-or-treaters, hosting a party or searching for the perfect costume this season, Florida families can find their Halloween needs at Florida’s retail businesses,” FRF President/CEO Scott Shalley said in a statement. “Florida’s favorite stores – from the big box brands to the family-owned businesses on Main Street – are ready to deliver this Halloween.”

An October National Research Federation (NRF) survey of shoppers indicated Americans plan to spend an average of $86.79 – up from last year’s $86.13 – on candy, decorations, and costumes, with 70 percent indicating they will entertain trick-or-treaters at their front doors Thursday.

Average consumer spending is projected to tally about $9 billion, the second-highest in the survey’s 14-year history, with 175 million Americans expected to participate in Halloween festivities, the NRF forecasts.

According to the survey, consumers plan to spend $3.2 billion on costumes (purchased by 68 percent of Halloween shoppers), $2.7 billion on decorations (74 percent), $2.6 billion on candy (95 percent) and $400 million on greeting cards (35 percent).

Among Halloween celebrants, the NRF survey estimates 70 percent plan to hand out candy, 50 percent will decorate their home or yard, 48 percent will wear costumes, 45 percent will carve a pumpkin, 32 percent will throw or attend a party, 30 percent will take their children trick-or-treating, 21 percent will visit a haunted house, and 18 percent will dress pets in costumes.

The NRF also surveyed consumers on their Halloween costume plans. Princess and superhero costumes dominated with 8 percent of respondents saying they will purchase a princess costume and 6 percent saying someone in their family would be dressing as a superhero.

More than 3.8 million children plan to dress as their favorite princess character, 2.5 million as their favorite superhero, 2.2 million as Batman characters, 1.9 million as their favorite Star Wars characters, and another 1.9 million will dress as a witch, according to the survey.

When looking for costumes, 35 percent of consumers searched online, 29 percent in stores, 19 percent on Pinterest and 16 percent on Facebook, consumers told the NRF.

Halloween also continues to be popular for adults with 48 percent of survey respondents planning to dress in costume this year. More than 7.2 million adults plan to dress as a witch, 2.5 million as a vampire, 2.1 million as a zombie, 1.9 million as a pirate, 1.3 million as their favorite Avengers characters such as Iron Man or Black Panther, according to the NRF.

According to NRF’s survey, the most popular children’s costumes are:

• Princess 7.6%

• Superhero 4.9%

• Batman 4.3%

• Star Wars character 3.7%

• Witch 3.6%

• Spider-Man 3.5%

• Avengers character (except Spider-Man) 3.2%

• Ghost 2.9%

• Pirate 2.0%

• Frozen (Elsa, Anna) 1.7%

According to NRF’s survey, the most popular adult costumes are:

• Vampire 3.7%

• Zombie 3.1%

• Pirate 2.9%

• Avengers character (except Spider-Man) 2.0%

• Batman 2.0%

• Star Wars character 1.9%

• Ghost 1.8%

• Superhero 1.8%

• Clown 1.6%

• Wonder Woman 1.5%


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