Goodwill Industries International’s 2024 Halloween Survey reveals that four in five Americans (80%) plan to celebrate Halloween this year. This spooky season, more than half of celebrants (57%) are considering do-it-yourself costumes and secondhand décor as a means to save money.
In its tenth year, this annual survey found that most consumers feel rising costs due to inflation are affecting their buying habits when it comes to Halloween costumes, décor and/or candy this season. Three-quarters of those surveyed (74%) said that higher prices are impacting their Halloween purchases — a slight decrease from 2023 (77%). As a result, nearly three in five respondents (57%) say that they are more likely to create DIY costumes rather than purchase from a store. This same proportion of adults (57%) is more likely to buy materials for DIY costumes or décor from thrift stores such as Goodwill to reduce costs.
Aside from wearing costumes, the most popular ways people plan to celebrate include giving out candy to trick-or-treaters (49%), decorating their homes (36%) and/or attending parties with family/friends (29%).
Consistent with prior years, Goodwill tops the list of favorite places to shop (83%) among those who prefer DIY costumes and look for materials at thrift stores.
The Goodwill Halloween Survey also found that Halloween costumes based on pop culture trends or characters from TV, movies, video games or books are the most popular among respondents. 29% prefer those kinds of costumes this year, followed by classic Halloween costumes, like witches, ghosts, zombies or werewolves (23%), as well as one-of-a-kind costumes (23%). Furry friends will join the fun, with 11% of survey respondents saying they plan to dress up their pet!
Two-thirds of adults who prefer DIY costumes (67%) say they or members of their household turn to social media and websites for ideas and inspiration. YouTube is the top-cited social media platform for inspiration this year (31%), followed by Pinterest (30%), Facebook (23%), TikTok (21%) and Instagram (20%). Thrift stores remain a source of costume ideas and inspiration for one in three adults who prefer DIY costumes (36%), consistent with 2023 (also 36%).
Eco-consciousness is also a trend. Three in four adults (77%) say Goodwill’s sustainability efforts have some effect on their decision to shop at Goodwill stores, on a par with 2023 (76%).
For more information and a fact sheet with additional Goodwill Halloween Survey results as well as costume ideas, DIY décor and makeup tutorials, visit Goodwill.org/Halloween.
ABOUT THE GOODWILL HALLOWEEN SURVEY
Big Village, an independent research organization, conducted the 2024 Goodwill Halloween Survey for Goodwill Industries International. The online poll took place from August 19-23, 2024, and included a sample size of 2,018 self-selected adults. Responses were weighted by age, gender, geographic region, race and education. Since 2014, Goodwill and Engine have worked together on Halloween-themed survey research.
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