Halloween 2023 review
Halloween has concluded, and as clean-up and holiday restocking efforts continue, initial data suggests it wasn't particularly successful for independent stores.
At the National Costumers Association, we annually survey our members post-Halloween to gauge their experiences. This year, 70% of respondents indicated that costume and mask sales in 2023 were either "somewhat worse" or "much worse" compared to 2022.
Various factors contributed to this decline. Shipping delays, although somewhat anecdotal, were reported by some store owners, affecting stock availability in October. Additionally, the mid-week Halloween on a Tuesday diminished enthusiasm for adult parties and resulted in fewer last-minute shoppers due to work obligations on Monday and Tuesday.
Respondents also pointed to inflation affecting household necessities, leaving buyers with less discretionary spending for costumes. This trend contributed to a procrastination effect, with many customers waiting until the final two weeks of October to make purchases.
Complaints about intense competition from Amazon and big box stores, exemplified by Spirit Halloween opening multiple stores in certain locations, added to the challenges faced by independent retailers.
Despite these issues, some positive aspects emerged. Several respondents anticipated a post-Covid dip in demand and adjusted their stock levels accordingly, aligning Halloween sales with their lowered expectations.
A subset of respondents reported increased sales this year, with 9% noting growth in costume and mask sales, 12% observing increased sales in accessories and makeup, and 10% reporting a rise in costume rentals.
Looking ahead, Halloween 2024 falling on a Thursday offers a more favorable scenario than this year's Tuesday, potentially encouraging livelier celebrations.