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US research gives hope to Halloween celebrations

New feedback from American market research company Insight to Action reveals that 70% of parents plan to celebrate Halloween with their children this year, giving rise to the theory that 2020 could end up being the biggest Halloween in recent history, despite social distancing difficulties.

The research shows that American families are planning to make this year a Halloween to remember, with social distancing concerns being addressed by retailers actively making adjustments to their costume and decor selections.

While some 70% of parents will be celebrating Halloween 2020 with their children, 35% of those will be buying costumes for children and a further 33% will be purchasing costumes for themselves or other adults in the household. By comparison, only 13% expect to make any Halloween costumes at all.

Decor is also expected to be popular this year, with more than a third of respondants expecting to decorate the inside and outside of their homes. Just under 30% have said they will be making new decor purchases this year.

In terms of spending, around 60% of these consumers expect Halloween 2020 to cost them roughly the same as last year – which was an average of $86, according to the National Retail Foundation.

New methods of celebrating – such as ‘Trunk or Treating’ – have been on the rise and are proving popular for younger children, although 46% still expect their kids to go trick or treating this year. Online options – such as Zoom costume parades – have been less enthusiastically embraced, with less than 7% saying they would take part.

Tara Hefter, general manager for costume company Disguise, told Insight to Action that:“While it’s early to say, we remain optimistic about parents and children coming up with creative ways to celebrate Halloween this year, particularly with Halloween falling on a Saturday.”

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