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Halloween 2024 Is Going to Be a Blast

Up to 94% of Americans plan to celebrate Halloween in 2024, so we’re in for one festive scare-fest, according to Lark Allen of the market research company Drive Research (1).

According to the company, spending for Halloween 2024 is expected to reach a high of $11.6 billion this year, with shoppers keen on spending big dollars — estimated at $103.63 million — on Halloween decorations alone.

Cognitive Market Research is also projecting an uptake in the global Halloween costumes market this year with an expected compounded annual growth rate (CAGR) of 5% (2). With the US’s penchant for the haunting holiday, North America accounts for 40% of the projected spending on costumes.

This comes as no surprise because the US Halloween costume market is booming, and many people of all ages dress up in various costumes to represent characters, creatures, or themes they love.

Cognitive Market Research also reports that the impact of North American pop culture, such as movies, TV series, and celebrities, stimulates a wide range of costume choices worldwide, significantly driving significant spending on Halloween costumes.

Rising Excitement Fuels Early Halloween Celebrations

The last statistics logged by the National Confectioners Association (NCA) show that 93% of Americans plan to share chocolate and candy with friends and family for trick-or-treating to celebrate the Halloween season (3).

According to John Downs, President and CEO of the NCA, this is a cherished tradition. He says, “Chocolate and candy play in making the season fun, exciting, and special for consumers across the country.”  

He also said the Association has observed increased overall excitement about the Halloween season in recent years. This has resulted in consumers starting their celebrations sooner than in the past — with seasonal sales of chocolate and candy, décor, and costumes beginning earlier each year.

In line with this growing excitement, 70% of Americans celebrating Halloween say the best way to enjoy treats is with friends and family. Additionally, 62% are likely looking for treats with a creepy or scary theme for extra Halloween humor, while 60% of parents admit to sneaking treats from their kids’ stash.

Ghosts, Aliens, and the Paranormal

Multinational market research and consulting firm Ipsos polled over 1,000 18+ Americans from the continental US, Alaska, and Hawaii on our perspectives regarding the paranormal in 2019 (4).

The results suggest that almost half of questioned Americans believe that ghosts are real (46%), a third believe that aliens visit Earth (32%), and only a tiny number believe in vampires (7%) and zombies (6%).

Supporting these findings, Psychology Today reports that many Americans believe in the paranormal and claim personal experiences with it. In fact, 44% say they’ve felt the presence of a deceased person, reinforcing the idea that many people feel a strong connection between the living and the dead (5).

Psychologists suggest that believing in ghosts and the paranormal is a common and natural phenomenon. It can be relegated to a weakness in the “reality testing process” or the ability to distinguish between what is real and what isn't. Paranormal beliefs may sometimes be associated with lower scientific literacy or personal values.

Due to the lack of scientific evidence, scientifically minded individuals may be less inclined to believe in ghosts, as these phenomena contradict basic scientific principles. However, for those who do think, the appeal often lies in the desire to connect with something beyond the explainable, embracing the mystery of the unknown.