Look around the neighborhood, and you will see that decorating for Halloween is becoming as popular for families as dressing up the house for the holidays. This year, Halloween spending will grow 10.7% to reach a record-setting $8.0 billion, as reported by Ibis World. Halloween decorations represent the largest year-on-year growth, increasing 23.7% from 2011.
Halloween spending has been on the rise for the past three years, mostly because it has become one of Mom’s favorite holidays to celebrate with her family.
The majority of moms say they “love” Halloween, and 72% of their children enthusiastically agree. This research by the Marketing to Moms Coalition in their State of the American Mom 2011 Halloween Highlights report also shows how popular Halloween decorations and parties are with Mom:
With over half of moms decorating their yards or home’s exterior, it’s no surprise that decorations are the fastest growing Halloween category. A breakdown of average spending shows Mom spending 36% of her Halloween dollar on costumes for children, adults and pets, 22% on decorations and 18% on trick-or-treating candy or other goodies—Check out this infographic for some interesting details on Halloween candy purchasing (for instance, Halloween candy makes up a third of all holiday candy spending). Pumpkins and party supplies make up the remainder of Mom’s spending.
Among the moms surveyed, Millennial, Gen X and English-speaking Hispanic moms skew the highest across all aspects of celebrating Halloween. It’s interesting to note the passion for Halloween peaking at such levels with the influx of influence from Hispanic cultures and Day of the Dead celebrations.
There are many factors at work making Halloween such a major event in America. Coming off the stress of getting children back to school, gearing up for the holidays and the stress that brings, Halloween hits right in the middle and offers an excuse for moms to have some fun. Starting now, relevant brands should plan marketing strategies to attract Mom for the almost certainly robust Halloween 2013 season. Mom’s love of Halloween has shown itself to be an enduring trend that increases in popularity each year.