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Halloween a fright no more, with consumers set to spend

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By Published On: October 6, 20220 Comments

Joint research from market research leaders Roy Morgan and the Australian Retailers Association has discovered that as many as one in four Australians plan to celebrate Halloween this year, with a spending forecast of as much as $430 million for the period.

Halloween was once dismissed in Australia as a distinctly American pastime, but in recent years has seen a renaissance of sorts to see its significance and relevance to Australians grow. Observing this group, the Australian Retailers Association has joined Roy Morgan for its inaugural annual Halloween survey assessing the intentions of Australian consumers looking to mark the spooky occasion.

From the findings of the research, one in four Australians report plans to celebrate or observe Halloween in some way, forecasting spending overall to reach $430 million – or $86 per person. For 88 percent of these Australians, this planned spend for the Halloween season is either the same or more than in 2021.

“Halloween is growing in status as an Aussie tradition and has become a highly anticipated seasonal event foAustrar many retailers. Businesses are coming to the party with themed windows and store displays as part of big promotional push in the lead up to October 31,” says Australian Retailers Association CEO Paul Zahra, “Consumers are forecast to spend $430 million on their Halloween celebrations, stocking up on food and sweets and purchasing costumes and decorations. Some families go above and beyond with lighting and decorative efforts around their homes, while hospitality venues also get involved with Halloween themed food and cocktails.”

The division of planned spending intentions for the Halloween season is generally broad for consumers, with 51 percent planning the purchase of treats for ‘trick or treaters’, 47 percent hoping to dress up in a Halloween costume, 40 percent planning to decorate their homes and 23 percent preparing to either attend or host a Halloween party.

The increased appetites for Halloween and related festivities could well owe to the constraints of the pandemic in both 2020 and 2021, driving consumers to more readily embrace any and all opportunities to engage in shared celebrations following lockdown periods precluding such celebrations. And as this appetite for the spooky season corresponds to increased spending plans for consumers, retailers are compelled to look for ways to cash in.

“Halloween is a great time to celebrate some spooky silliness and with five million Australians expected to do so this year, the event will help build sales momentum for retailers in the run up to Christmas.”

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