Aussies set to splash $450m on Halloween

Australian retailers are gearing up for a spooky season sales boost as one in five Aussies prepare to celebrate Halloween in 2024. With Halloween spending projected to hit $450 million, this yearly tradition is providing a much-needed lift for businesses despite ongoing economic challenges.

New data from Roy Morgan reveals that 21 per cent of Australians will embrace the ghoulish festivities this year, with an average spend of $93 per person.

Halloween keeps growing in Australia

Paul Zahra, CEO of the Australian Retailers Association (ARA), says Halloween has become a key seasonal event for retailers across the country, rivalling other big sales events.

“From costumes to cosmetics to confectionery, Australians are enjoying getting ghoulish during the lead-up to Thursday, October 31,” Zahra explains. “Halloween is a wonderful opportunity for families, with many parents choosing to dress up with their children for trick-or-treating or hosting costume parties with friends and relatives.”

The spooky season isn’t just for kids anymore. Adults are also getting in on the fun, throwing themed parties and embracing the opportunity to don creative costumes. According to the survey, 18 per cent of Aussies plan to host or attend Halloween events.

Which categories will see the biggest boost?

Retailers are expected to see an increase in sales across a variety of categories. Here’s a breakdown of where Australians plan to spend their Halloween dollars:

Trick or treating: 45 per cent

Treats for trick-or-treaters: 38 per cent

Halloween costumes: 37 per cent

Home decorations: 32 per cent

Zahra notes that food, clothing, home, and cosmetic retailers anticipate an uptick in sales, which will provide a welcomed “sugar hit” as they continue to face challenging economic conditions. “This $450 million sugar-hit will be greatly appreciated by retailers who are battling softened discretionary spending,” he says.

Spending down, but spirits remain high

While $450 million in Halloween spending is significant, it’s actually down from last year’s $490 million. Zahra attributes this drop to the current cost-of-living pressures facing Australians.

“We’re continuing to see softened discretionary spending habits in line with the cost-of-living crunch,” Zahra says. “Despite this, Australians continue to get into the spirit of these celebratory seasonal moments, and many retailers are well poised to take advantage of those opportunities.”

The survey also found that Australians aged 35-59 are the most likely to celebrate Halloween, with 34 per cent of people in this age group getting into the spooky season. Younger Aussies under 35 are also embracing the event, with 25 per cent planning to participate.

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