More than 71% of online Halloween shoppers are likely to buy Halloween products from Amazon.com Inc., according to an exclusive Internet Retailer survey of 2,570 U.S. consumers conducted this month by Bizrate Insights.
16.1% of survey respondents plan to shop online for some or all Halloween-related goods. The remaining shoppers either aren’t shopping for Halloween products (22.1%) or they prefer to shop in stores (61.8%).
Among online Halloween shoppers, most say Amazon (71.2%) is the online store where they are likely to buy Halloween products, followed by Walmart.com (42.9%) and Spirit Halloween (40.0%). Consumers could pick more than one response.
Amazon even wins as the place consumers go to search for costume and decoration ideas: 58.6% of online Halloween shoppers start their search on Amazon, which is more than Google at 52.3%. Shoppers could pick more than one response. Other e-retailers don’t have to be scared by these numbers, however, as 35.1% of shoppers say they search for Halloween ideas on shopping websites.
Online Halloween shoppers are mostly shopping for costumes, as 72.6% plan to buy costumes online, 53.0% plan to buy decorations and 22.3% plan to buy candy online. Consumers could pick more than one response.
The National Retail Federation projects that total Halloween spending (online and offline) will reach $9.1 billion, up 8.3% from $8.4 billion in 2016.
According to NRF’s survey of 7,013 consumers in September, 22% of consumers will buy Halloween goods online and 35% of consumers will search online for Halloween costume ideas.
Amazon is No. 1 in the Internet Retailer 2017 Top 1000, Wal-Mart Stores Inc. is No. 3, Target Corp. is No. 20, Party City Corp. is No. 236 and Jo-Ann Fabrics is No. 308.