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An Increase in Halloween-Related Purchases

Posted on 9.30.2015

Halloween is just a few weeks away, and purchases related to the holiday are expected to increase this year according to new data from the International Council of Shopping Centers (ICSC).

The ICSC’s Halloween Consumer Spending Survey reveals that 79 percent of households expect to make Halloween-related purchases this year, which is up from 74 percent in 2014. The top purchases for the holiday include candy and other food and beverage items (76 percent of households), followed by household decorations (44 percent) and costumes (39 percent).

Additional data shows that brick-and-mortar stores are the most popular channel for shoppers this year (99 percent plan to make in-store purchases), while 36 percent plan to make an online purchase that will be shipped to their home and 22 percent will make a Halloween purchase online and pick it up in-store.

The most popular reasons why consumers are planning to make their purchases in-stores this year is because of the convenience of one-stop shopping (34 percent), the ability to see, touch and try-on merchandise (34 percent) and so they don’t have to pay for shipping (32 percent). That said, 14 percent of shoppers expect to make their Halloween purchases from online-only retailers, including Amazon and Overstock.

“As omnichannel shopping continues to pick up steam, both consumers and retailers will benefit greatly,” says Jesse Tron, ICSC spokesman and communications director. “Shoppers will see even more seamless offerings that blend digital browsing and research with the convenience and speed of the in-store experience. And store retailers can rejoice, since 84 percent of online Halloween shoppers picking up items in-store say they’re likely to buy additional items that were not part of their original purchase.”

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