NRF Survey: Most Americans to Buy Halloween Items from Physical Stores

Group of friends who just bought Halloween itemsThe National Retail Federation (NRF) said that a majority of Americans plan to buy Halloween-related items from physical stores, as sales for 2017 will amount to $9.1 billion.

Shoppers will visit discount stores, specialty shops, department stores and supermarkets to buy different products for the festivities. On the other hand, a small percentage intends to browse for online bargains.

NRF Survey

Training programs tailored for retail managers will be necessary to handle an expected increase in foot traffic, due to the anticipated large share of physical stores.

NRF conducted a survey with Prosper Insights, and it showed that 47% of respondents would visit discount stores, while 38% will visit specialty stores. Supermarkets and department stores will be the point of sales for 25% and 24% of respondents, respectively.

The survey based its findings from 7,013 consumers. It also predicted an increase in the number of Americans that will celebrate Halloween, rising to 179 million Americans from 171 million in 2016.

The expected increase in Halloween sales aligns with some analysts’ forecast for higher retail sales for the upcoming holidays.

Analysts’ Expectations

Total holiday sales for 2017 will amount between $1.04 trillion and $1.05 trillion, up from 4% to 4.5% year over year, according to Deloitte. RetailNext also expects sales to increase by 3.8%, while AlixPartners predicted an up to 4.4% growth.

Overall retail sales during 2016 holidays amounted to $658.3 billion. Daniel Bachman, Deloitte’s senior U.S. economist, said that the projected growth would take place as disposable personal income will increase up to 4.2%, along with a high consumer confidence and strong employment market.


The expected increase in holiday sales for 2017 will be good for the retail industry. Traditional shops, however, should plan early on how to improve customer experience ahead of the seasonal rush to buy different items.