A 2020 survey found that about a third of U.S. consumers will begin shopping for Halloween in September. In fact, as of September that year, annual Halloween expenditure in the United States amounted to approximately 8 billion U.S. dollars. Whether it be for adults, children, or their pet(s), costumes are the main items that U.S. consumers spend the most money on, with Halloween costume expenditure amounting to approximately 2.6 billion U.S. dollars in 2020.
The haunted house industry has been embraced by Corporate America; providing millions of dollars in sponsorship deals with major soft drink labels, energy drink companies, fast food industry, cellular phone companies and Halloween outlets. The haunted attraction industry generates about 300 million in revenue and supports hundreds of other businesses across America such as vendors that supply haunted house effects, props, costumes, masks, animations and more. People enjoy being scared while in a safe environment; and as long as this trend persists, all aspects of this holiday will continue to have a positive impact on America's economy.
However, with the onset of the coronavirus pandemic in 2020, the holidays season this year may look somewhat different, as social distancing and hygiene imperatives are enforced across the globe. Around 40 percent of American consumers believed COVID-19 will affect how they celebrate Halloween in 2020. In fact, only 23 percent planned to take children trick-or-treating, and a similarly low proportion of 22 percent planned to attend a party. Yet, many households seem eager to celebrate at home and carve out pumpkins, with total expenditures on jack-o-lanterns amounting to around 687 million U.S. dollars, nearly double the expenditure amount in the previous year. Nevertheless, overall spending on Halloween in 2020 is expected to be lower than in previous years. In a survey conducted in August 2020, nearly half of American consumers were planning to spend less on Halloween in 2020 compared to the year before. A staggering two-thirds of consumers reported celebrating the holidays season this year on a small scale due to the pandemic.