Adults may be “too old” for trick or treating, but that’s not stopping them from dropping big bucks on Halloween. According to September 2014 research by Prosper Insights & Analytics for the National Retail Federation (NRF), US adult internet users planned to spend $77.52 on average on Halloween-related items such as candy, costumes, decorations and greeting cards this year. In all, the study put total spending on the holiday at $7.40 billion in 2014.
NRF and Prosper found that a decent amount of that spending would start far ahead of October 31. Nearly one-third of respondents said they would shop online or in-store before October even started, and 43.3% planned to begin doing so during the first two weeks of the month. Still, there are procrastinators in every crowd, and 24.6% of internet users said they would debate their costumes and push back candy purchases until the last two weeks of October.
High usage has put social media on the list of Halloween resources. While more than two-thirds of respondents planned to look for costumes online or in-store, 11.4% of US web users said they would use Pinterest for Halloween inspiration.
This year, eMarketer estimates that 40.2 million US internet users will access Pinterest via any device at least monthly. Among age groups, 25- to 34-year-olds will account for the highest share of this audience, at 22.8%, while 18- to 24-year-olds will rank second, with 22.1% of the total. It makes sense, then, that Prosper and NRF pointed to young adults as the main drivers of Pinterest usage for Halloween costume inspiration. Fully 21.2% of those ages 18 to 24 intended to use the site for ideas, and 21.0% of the 25-to-34 group said the same.