Halloween is one of the biggest sales periods of the year for prestigious makeup schools such as The Australian College of Makeup and Special Effects in Sydney. It’s also a major bonus for colour cosmetics brands as popular looks for the big day include elaborate eye makeup, ghostly complexions and deep red lips.

The Australian Retailers Association (ARA) has collaborated with Roy Morgan Research for the first annual survey of Halloween spending and its good news for a wide variety of retailers.

One in four Australians revealed they will celebrate Halloween this year, leading to a spending prediction of $430 million.

Over 88 per cent of those surveyed said they would spend an average of $86 – about the same as last year.

There will be plenty of opportunities for those keen to look like witches, ghouls, vampires and more during trick or treat activities (51%), getting dressed up in a Halloween costume (47%), decorating the home (40%) and attending or hosting a Halloween party (23%).

Millennials and Gen Zers are the most enthusiastic participants in the event, spilling over into younger Gen Xers. A hefty 37 per cent of those aged 35 to 49 will celebrate Halloween – 1.92 million. Only slightly ahead of those aged 18 to 34 (32%) – or 1.9 million people.

More than 20 per cent of Australians – one in five – say they will host or attend a Halloween party without children.

Halloween is growing in status as an Aussie tradition and has become a highly anticipated seasonal event for many retailers, says Paul Zahra, CEO of the ARA.

“Businesses are coming to the party with themed windows and store displays as part of the big promotional push in the leadup to October 31st,” he said.

“Consumers are forecast to spend $430 million on their Halloween celebrations, stocking up on food and sweets and purchasing costumes and decorations.

“Halloween is a great time to celebrate some spooky silliness and with five million Australians expected to do so this year, the event will help build sales momentum for retailers in the run-up to Christmas.”

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