Ready For Halloween? What Gen Z & Millennials Plan to Spend & Wear

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Millennials’ continued enthusiasm for Halloween is boosting spending for the holiday. With one month to go until trick-or-treat time, we asked 13-36-year-olds what costumes they plan to wear, and much more—and broke down their responses in an infographic snapshot…

Thanks to Millennials, these aren’t scary times for Halloween. Last year, a Harris Poll survey found that Millennials are driving Halloween revenue growth, with plans to spend more than any other demo—double what Gen X did. This year, consumers plan to spend a total of $9 billion, according to the National Retail Federation and Prosper Insights & Analytics. Millennials’ continued passion for the holiday, despite their adult status, is helping to boost those numbers. Though some have deemed their enthusiasm “sad,” for the majority of 13-36-year-olds, the horror-themed holiday is a great excuse to be a kid again, and they believe you’re never too old to celebrate Halloween. In fact, their love for the holiday has inspired Freeform to expand their broadcast of scary movies from 13 days to the entire month of October. According to our recent survey on their Halloween plans, not only will they be watching Halloween-themed movies, but a little more than one in three young consumers plan to wear a costume this year—with females and 13-17-year-olds especially likely to dress up. Millennials tell us they plan to spend an average of $67 on costumes alone, and Millennial parents plan to spend even more: three in five Millennial moms plan to dress up their kid(s), and 18-36-year-old parents plan to spend an average of $157 on costumes.   

While young consumers may be planning to spend a scary amount of cash to celebrate Halloween, they aren’t necessarily looking to spook. “Easy,” “funny,” and “clever” were the top three words young…


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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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