New research released by omnichannel platform Lightspeed Commerce Inc. reveals Halloween has become a major cultural and spending holiday for millennials.
Based on findings from a survey of over 1,500 North American consumers aged 18+, the research shows Halloween is increasingly competing with Christmas in importance among Americans aged 25–44, while shifting away from its traditional association with children to become more adult-oriented.
Halloween is Challenging Christmas
For Americans aged 25–44, Halloween is no longer just a warm-up act for Christmas. More than half (52%) of 25- to 34-year-olds say Halloween is now either as big as or bigger than Christmas in their lives, according to the research, with 35- to 44-year-olds close behind at 50%.
Enthusiasm for the spooky season is also growing. Nearly 6 in 10 (59%) 25- to 34-year-olds say Halloween feels more important to them than it did three years ago, according to the research, alongside 52% of 35- to 44-year-olds. Among 25- to 34-year-olds who say Halloween is bigger than Christmas, 68% enjoy decorating for Halloween more, 63% have more fun celebrating it and 58% look forward to it more.
Halloween Now a Major Spending and Experiences Occasion
Halloween’s growing popularity is translating into spending. Average expected Halloween spend among 25- to 34-year-olds who plan to spend is $146.13 — the highest of any age group surveyed — with 35- to 44-year-olds close behind at $140.86. That’s well above the national average of $105.90, according to the survey.
And that money isn’t just going toward candy. Among 25- to 34-year-olds, more than half expect to spend on food and drinks (57%) and home décor (51%), according to the survey, while nearly half (48%) will spend on costumes or makeup. More than a third (36%) expect to spend on parties, and 27% on haunted attractions or theme-park events.
Experiences are also becoming a bigger part of Halloween celebrations. Half of 25- to 34-year-olds have attended or plan to attend Halloween food and drink events, while 45% say the same of haunted houses or attractions. A third (33%) have attended or plan to attend pumpkin or light displays, 32% theme-park Halloween events and 29% parades or public events. For some, travel is part of the experience: 43% say they’ve traveled outside their local area for a Halloween event or attraction in the past two years.
Halloween Isn’t Just for Kids Anymore
Halloween is also becoming increasingly adult-oriented. Just over half (51%) of 25- to 34-year-olds say the holiday feels more adult-oriented than it did three years ago, with 42% of 35- to 44-year-olds saying the same.
A majority of both age groups also say Halloween is for everyone, regardless of age or whether they have children — 57% of 25- to 34-year-olds and 61% of 35- to 44-year-olds.
Older Americans see things differently. Among those 55+, 34% say adults can celebrate, but some traditions are mainly for children, while 1 in 10 say Halloween is mainly for children and adults should grow out of it altogether.
Parents Make the Most of the Spooky Season
Spending time with children and family remains the most important part of Halloween for parents with children under 18 living at home. Nearly half (47%) say Halloween is now either as big as or bigger than Christmas in their lives, citing greater enjoyment of Halloween traditions and the fact that their children or family enjoy it more.
This cohort is also preparing to spend more this year on purchases, events, food, travel and décor. Nearly half (49%) expect to spend between $100 and $249, while 9% expect to spend $250 or more. Nearly three-quarters (73%) say they’re also likely to spend money at nearby restaurants, bars, shops or lodging providers when attending a Halloween event or attraction.
“We’re seeing Halloween take on newfound importance among millennials, becoming just as big as — if not bigger than — Christmas in many of their lives, while still retaining its traditional appeal for kids,” said Dax Dasilva, founder and CEO of Lightspeed Commerce. “For retailers, Halloween is becoming an increasingly important opportunity to meet consumers wherever and however they choose to celebrate — from costumes and décor to food, events, and experiences.”
