Halloween business is booming at Sonoma County retailers

Why aren’t retailers in Sonoma County and around the country fearful of this Halloween season? It’s pretty simple: Business is boo-ming.

Local consumers and those around the United States are dropping cash at a record pace this trick-or-treat season. According to data from the National Retail Federation, which offers an extensive barometer for shopping patterns and retail trends, Halloween spending is expected to reach a record $10.6 billion.

That surpasses the 2021 mark of $10.1 billion.

The Halloween shopping cycle does not come close to reaching the spending levels of the winter holidays, which brought in between $843.4 billion and $859 billion in retail sales in 2021. But owners of shops, boutiques and home decor stores are cheering that Halloween spending is increasing even beyond pre-pandemic levels.

The retail federation data also shows that consumers will plan to spend around $100 on average for candy, decorations and costumes this year.

Historic winter holiday spending on gifts alone stands at $648.09 in 2021.

National Retail Federation data analysts expect 69% of the U.S. population to participate in Halloween activities. Previous data shows that 2012 and 2017 had the highest participation percentage at 72%.

“Social media is playing an increasingly important role in consumer behavior, and Halloween is no different,” said Phil Rist, executive vice president of Prosper Insights, an Ohio-based research firm that tracks consumers spending behaviors and what media messages influence them to make purchase decisions.

“Younger consumers, particularly those under the age of 25, will look to platforms like Instagram and TikTok for costume inspiration this year,” Rist said in a news release.

Erin Morris, owner of Fideaux, a pet boutique in downtown Healdsburg, said she unveiled Halloween items in mid-September. Two weeks before Halloween, much of the inventory is gone.

Shoppers have gobbled up her pet costumes — such as pumpkins, skeletons, butterfly wings and aliens — and Halloween-themed treats and toys.

“In the last three to four years, people are more into Halloween,” Morris said. “A lot more people have dogs that are like their kids, and they want to dress them up and do fun stuff with them.”

Santa Rosa resident Olivia Clayton said she is spending more money on her costume this year than she did last year.

Clayton has plans for two costumes: Madonna from the 1980s and Hugh Jackman’s character from “The Greatest Showman.”

“The more glitter the better,” she said. “I love any excuse to be jovial and any excuse to get dressed up.”

Bella Sardina and Alex Waller from Santa Rosa are dressing up as Mario and Princess Peach this year and are having a party with some friends.

“We’re finally getting back into the swing of things,” Waller said. “I love the time leading up to (Halloween) like getting out all the decorations and going to pumpkin patches.”

Sardina said her favorite part is the nostalgia of Halloween.

“I remember when I was little doing all the Halloween parades and stuff like that,” she said.

Disguise The Limit is a Santa Rosa costume shop that has been dressing up the community for more than 40 years.

Store manager Illiana Sanchez said people began shopping the store earlier this year versus last year. And, they’re going all-out for this year’s costumer lineup.

“Last year was the biggest Halloween we’ve ever seen, and we’re anticipating this year to be bigger,” she said. “We’re really excited to be dressing the community, and we look forward to it every year.”

Ame Van Dyke is the owner of the Store Next Door in downtown Santa Rosa and has locally sourced Halloween- and fall-themed gift items in her store.

She said some of her most popular sale items are handmade table signs made by one of her team members and a bourbon pecan-flavored popcorn.

“I sell out so quickly because it’s so good,” she said. “I can’t keep it on the shelves.”

Sara Edwards is the business reporter for The Press Democrat. You can reach her at 707-521-5487 or sara.edwards@pressdemocrat.com. Follow her on Twitter @sedwards380.