Dressing Up for Halloween


This Halloween, the trendiest costumes are coming back from the dead. Literally.

According to NRF‘s 2011 Top Costumes survey conducted by BIGresearch, more than 2.6 million men, women and children plan to dress as zombies this Halloween. Due to the popularity of the characters in recent books, television shows and video games, zombie costumes jumped from number 22 in 2010 to number nine on children’s top costume list.

The survey finds Americans are expected to spend $2.5 billion on Halloween costumes this year, forking over $1 billion on children’s costumes, $1.2 billion on adult costumes -and $310 million on pet costumes. The average person is spending $72.31 on Halloween candy, costumes and décor, bringing total spending to $6.86 billion -the most in the survey’s nine-year history.

“Halloween isn’t just for kids anymore, as adults are just as likely to get in on the fun with clever, unique costumes. With Halloween falling on a Monday, restaurants and retailers will benefit as many Americans celebrate all weekend long.”

– Matthew Shay, NRF president/CEO

Top 10 Children’s Costumes. Even though Halloween is at the end of the month, over 46 million children are already planning their specific costume. As in previous years, traditional costumes still rank as consumer favorites:

  1. Princess
  2. Witch
  3. Spiderman
  4. Pirate
  5. Pumpkin
  6. Fairy
  7. Action/Superhero
  8. Batman & Vampire tie
  9. Zombies & Disney Princess tie
  10. Star Wars Characters

Man’s best friend is also getting into the Halloween spirit this year. Pet owners love to dress their pets like pumpkins, devils and hot dogs. Bees, fancy bows and ghosts are popular, too.

-NRF’s 2011 Halloween Consumer Intentions and Actions Survey, conducted by BIGresearch, is designed to gauge consumer behavior and shopping trends related to the Halloween season. The poll of 9,374 consumers was conducted from September 6-14, 2011.

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