he speed of information sharing
facilitated by the mobile web
and social media means that
consumer tastes are changing at whiplash
speed. To help you to stay up to date with
fast-evolving consumer demographics,
preferences, and social media trends, we
have searched out and dug through data
to provide this package of insights on the
HOW OLD ARE YOU NOW?
It’s well known that Halloween is no longer
just a children’s holiday, but the Halloween
reveler does tend to be younger than 45.
According to the 2016 annual survey
conducted for the National Retail
Federation (NRF) by Prosper Insights &
Analytics, 69% of adults in the United
States, or 171 million, planned to celebrate
the most recent Halloween. That was the
highest percentage since 2012, a record
year with 71% of U.S. adults participating.
NRF data indicates that 88.2% of 18- to
24-year olds, 87.5% of 25- to 34-year olds
and 81.4% of 35- to 44-year-olds celebrated/
participated in Halloween last year. For
45- to 54-year olds, the participation rate
dropped to 65.1%, and it dipped further to
53.4% for those aged 55 to 64. Still, more
than half of people aged 55 to 64 are still
decorating, getting dressed up or going out
for Halloween. For the over-65 set, a still-
considerable 44.7% of people are involved
in Halloween in some way.
The NRF survey doesn’t count children,
but the U.S. Census Bureau calculates
that there are about 41 million children of
prime trick-or-treating age, 5 to 14 years
old. If those kids celebrated Halloween at
only the same proportion as 18- to 24-year
olds—about 85.4%, on average, from
2014-16—that would equate to 35 million
Halloween enthusiasts aged 5 to 14. Add in
tots under age five and teens 15 to 17 and
you have several million more participants.
All told, that brings the number of
people in the United States celebrating
Halloween to well over 200 million.
Using NRF/ Prosper Insights &
Analytics data, Selling Halloween calculated
the portion of adults celebrating Halloween
that fell into each age group over the three-year period of 2014 to 2016. By averaging
the three years worth of data, we built the
chart titled "Share of Halloween Celebrators
by Age Group" that shows how Halloween
customers generally shake out by age.
MILLENNIALS AND GEN Z
Based on Selling Halloween estimates, 61%
of the adults celebrating Halloween in the
United States fall between 18 and 44 years
of age. This is the demographic sweet spot
for Halloween retailers.
8 ■ January 2017 ■ Selling Halloween
Dig into data to better identify and satisfy
your customers | BY MARIE GRIFFIN, EDITOR
WHO IS CELEBRATING HALLOWEEN OR PARTICIPATING
IN HALLOWEEN ACTIVITIES?
18-24 86.3 81.7 88.2
25-34 83.8 79.0 87.5
35-44 79.4 74.7 81.4
45-54 63.3 60.5 65.1
55-64 51.8 51. 3 53.4
65+ 40. 7 42. 3 44. 7