Numerator has published a 2022 Halloween Preview Report to identify how consumers plan to celebrate, shop and spend for the upcoming holiday. 

Overall, while concern regarding both COVID-19 and inflation continues to decline, consumers say they are less likely to attend typical Halloween celebrations and are planning spending cutbacks on Halloween decor, costumes and candy.

In a survey conducted Sept. 27-Oct. 3 among 1,014 consumers, Numerator found:

• More than three-quarters (77 percent) of consumers plan to celebrate Halloween this year, but many are making changes to their celebrations. Over half (53 percent) of consumers plan to hand out candy this year (down from 62 percent in previous years), 33 percent plan to trick-or-treat (down from 48 percent), 29 percent plan to visit a pumpkin patch (down from 40 percent), and 17 percent plan to attend or host a party (down from 28 percent). 

•  Nearly three-quarters (73 percent) of consumers plan to buy candy for Halloween 2022. Of those candy buyers, 82 percent plan to buy chocolate and 63 percent plan to buy non-chocolate candy. Fewer than one in 10 (6 percent) plan to buy a healthy alternative to candy.

• While candy is by far the most purchased Halloween category, nearly half of consumers (45 percent) plan to buy holiday decorations and 43 percent plan to buy pumpkins. Other planned Halloween purchases include snacks (38 percent of consumers), costumes & apparel (35 percent), alcoholic beverages (21 percent), arts & crafts supplies (18 percent) and desserts (17 percent).

• Most consumers plan to shop in-store for their Halloween items. 84 percent of consumers intend to shop in-person, with over half (54 percent) planning to shop at mass retailers, 42 percent at grocery stores, 29 percent at club stores, and 16 percent at drug stores. 

• Nearly one in three shoppers (32 percent) plan to buy their Halloween items online, with 85 percent planning to shop at Amazon and 47 percent planning to shop at Walmart.com.

• Rising prices are concerning for consumers, but inflation impact is lower for Halloween than previous holidays. Fewer than half (43 percent) of consumers expect a moderate or significant impact due to inflation, the lowest percentage of any 2022 holiday.

• Nearly 3 in 10 consumers (29 percent) expect to trade down to cheaper candy brands, 25 percent plan to reuse costumes from past years, and 17 percent say their Halloween costumes will be less extravagant this year to help reduce costs.

• Consumers will use everyday savings techniques to combat inflation. 66 percent of consumers plan to buy items on sale, 39 percent will shop at dollar or discount stores, 37 percent will use more coupons, and 33 percent will look for online deals.

• The top categories where consumers are planning spending cutbacks include holiday decorations (32 percent of consumers), apparel and costumes (29 percent), candy (28 percent), pumpkins (21 percent) and snacks (15 percent).