October 31 is an important date, mainly in the United States, with Halloween being one of the festivities with the greatest impact among consumers in that country and, ultimately, a particularly relevant moment for the marketing.
Despite the fact that, year after year, Halloween gains popularity in various parts of the world (Mexico included), reality dictates that it is in the United States where, without a doubt, it has greater importance both in its essence and for industries. .
And it is that, according to a recent study carried out by the National Retail Federationit is estimated that, in this 2022, Americans will spend a record amount of 10,600 million dollars in the so-called “Halloween Night”.
On the other hand, the same study details that, individually, the average American plans to spend just over $100 ($100.45 to be more precise) on costumes, candy, decorations and greeting cards.
That said, it is clear that we are facing one of the most important dates for marketing and, in the same way, in people’s consumption habits, especially at this moment in history in which, finally, it seems that life is preparing for the post-covid future, after a long time in which coexistence and large gatherings were prohibited.
As of today, according to what The New York Times reports, in the United States there have been 97.2 million positive cases since the start of the pandemic, while the number of deaths amounts to 1.07 million.
Halloween 2022 in the United States
Brands, the media, and of course, social media drive the conversation around Halloween every day.
Let’s not forget that we live in an era in which everything is reduced to social networks and the different digital platforms available in the market. In other words, digitization has also served to position this date so celebrated in the country of stars and stripes as important.
data revealed by the National Retail Federationas we mentioned almost at the beginning of the note, indicate that this 2022, 69 percent of Americans surveyed will celebrate Halloween, that is, more than half of consumers.
However, more detailed information explains that 67 percent of consumers will distribute sweets and all kinds of sweets; 51 percent have decided to decorate the garden of their house; 47 percent will spend a large part of their budget buying costumes, which can be “witch”, “vampire” or “ghost”; and 44 percent will carve a pumpkin, an extremely popular activity among people, inspired by one of the most “terrifying” dates of the year.