Halloween a little over three weeks away and we realized today that we have yet to really cover anything about what is a very important shopping holiday for many merchants and e-tailers.
Fortunately, just in the nick of time, a new round of research from Internet Retailer has emerged giving a glimpse into the expected Halloween shopping habit of consumers here in 2010. Conducted in late September by Lightspeed Online Research, the survey polled more than 2,000 consumers on what they plan to spend on Halloween this year and which factors they consider when choosing particular retailers for their costume and decoration needs.
Reinforcing just how popular Halloween is, 68 percent of those polled said they plan to buy items for the holiday this shopping season. Furthermore, the number of consumers choosing to use the web to purchase those items continues to be on the rise, with 35 percent indicating they’ll go online for Halloween goods in 2010.
What are they shopping for? Not surprisingly, 71 percent said costumes are what they’re shopping on the web for the most, with decorations (59 percent) and accessories/makeup (44 percent) close behind.
And as with past Halloweens, there is some serious revenue to be made by retailers—71 percent of those polled expect to spend between $25 and $100 on Halloween this year.
Other results from Internet Retailer’s survey:
–online Halloween shopping definitely skews towards younger individuals: 46 percent are between 18 and 34, 40 percent are 35-54, and only 14 percent are over the age of 55;
–when asked why they choose to shop online for Halloween, the leading response was convenience and time-saving (29 percent), just edging out selection (27 percent). Less common reasons were lower prices (17 percent) and the ability to comparison-shop (13 percent);
–those who don’t prefer shopping online cited being able to see items in person before buying (53 percent) and the overall experience of visiting actual storefronts (41 percent) as their top reasons for choosing brick and mortar stores over the web.
While Halloween certainly doesn’t come close to the holiday shopping season later this year in terms of potential for revenue and sales, it’s pretty obvious that consumers take their Halloween costumes and shopping seriously.
If you haven’t started shopping for a costume yet, there are a ton of fun themes and ideas for 2010. As in years past, popular culture is driving many of the most popular costumes this year, with Jersey Shore characters, Avatar, and Lady Gaga just a few of the most sought-after costumes. If you’re looking for both kids and adult costume ideas, head over to SortPrice.com, which just posted its annual Halloween Shopping Guide.
In the meantime, we’d love to get some comments from our readers telling us what costumes they’ve decided on for 2010!