CHICAGO, IL (October 5, 2015) – Retale (www.retale.com), a location-based mobile platform that helps shoppers save on in-store purchases from their favorite major retailers, today announced the results of a commissioned study examining the shopping behavior and preferences of parents for the 2015 Halloween season. The study, fielded online, between September 18-21, 2015, polled 700 parents with school-aged children.
Brick-and-Mortar Beats Online
According to the survey data, the majority of parents (83%) prefer to shop at brick-and-mortar retailers for Halloween costumes and decorations this year. Only 45% expect to buy Halloween items online.
“In addition to traditional store visits, Halloween shopping is now its own experience,” said Pat Dermody, President of Retale. “Brick-and-mortar businesses continue to thrive during the holiday as Halloween pop-up retailers showcase elaborate in-store displays to engage shoppers to try costumes and explore the latest decorations for their home.”
Parents Want to Spend More This Year
Among those surveyed well over half (57%) anticipate spending more on Halloween this year than they did last year. While 64% of dads plan to increase their spending for the holiday, only 50% of mothers plan to do the same. In total, 37% of parents expect to spend the same amount as last year on Halloween, with only 6% saying they will spend less.
“Shopping has rebounded this Halloween after seeing a lull in recent years,” added Dermody. “As the overall economic climate has improved, we’re seeing a boom in Halloween interest and spend. Though the two aren’t directly related, if you look at Halloween as a bellwether for December, holiday spending could also rise this year.”
The study revealed that the majority of parents (54%) will spend $20-99 on their Halloween shopping, while 41% will budget more than $100 for the holiday. Only 5% of parents plan to limit spending to less than $20.
When asked when they shop for Halloween, close to half of parents (42%) said that they shop the first two weeks of October; however, more than a third (38%) start shopping before October. More than one in ten (13%) start shopping two weeks prior to the holiday, while 7% of parents hold off on Halloween shopping until a week before the day.
Parents Spending on Costumes, Not Candy
Almost half of parents surveyed (46%) will spend most of their Halloween budget on costumes this year, with just over a third (36%) putting their funds towards candy. Only 17% of parents are allocating spending for home décor. Among all parents, millennials (51%) are the heaviest purchasers of costumes, while adults 55 years and older (58%) are planning to buy the most candy.
When questioned on how they shop for candy for the holiday, 71% said they shop at a mass merchandiser, followed by grocery stores (11%), dollar stores (9%) and drug stores (6%).
Retale, a Bonial.com Group company, is the leading U.S. location-based mobile and digital company connecting shoppers with their favorite retailers locally. By seamlessly delivering interactive ad content from more than 180 top line retailers to mobile audiences, Retale has become the shopping information destination for millions of consumers.
More information: www.retale.com
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Richard Krueger, Crenshaw Communications for Retale