Hoffman Estates, IL—There are trends that start on the runway, and then there are trends from the living dead! A recent study conducted by Kmart and Shop Your Way unveiled this Halloween’s top trends–covering everything from the most anticipated costume, to estimated candy consumption.
According to the National Retail Federation, Halloween spending is expected to reach $6.9 billion this year.*
“Halloween has always been a big focus for us as a retailer,” said James Alt, SVP and president, seasonal and outdoor living, Sears Holdings. “With 61% of Americans frequently purchasing their Halloween costumes, decor, candy and safety items like flashlights and glow-in-the-dark gear and accessories in a single shopping trip, we pride ourselves on offering a wide selection of products to make seasonal shopping easier than ever.”
Key findings from the study found that pop culture continues to take the lead when it comes to creative costumes. Whether looking to emulate a character from a favorite TV show, or a superhero from one of this year’s biggest blockbusters, pop culture characters are leading the pack this year. When asked to predict the most popular costumes this Halloween, Americans ranked Zombies as the most trending costume, with superheroes and Duck Dynasty following close behind.
Halloween is not complete without a belly full of candy, and Americans admitted to eating more than a quarter of their candy intended for trick-or-treaters. More than half of Americans plan to hand out candy to trick-or-treaters this Halloween and Kmart is the one-stop shop to stock up on sweet loot.
Beyond candy, decor is the perfect accessory to make one’s house stand out on the block. When it comes to transforming your home into a haunted house, more than 50% of Americans agreed that skeletons or skulls are an essential.
*Source: National Retail Federation’s 2013 Halloween consumer spending survey conducted by Prosper Insights.
About Kmart Survey
The Kmart Survey was conducted by Wakefield Research (www.wakefieldresearch.com) among 1,000 nationally representative U.S. adults ages 18+, between September 26 and October 4, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of the U.S. adult population 18+.
Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.