NovaQuant-Target adds 1,300 new Halloween products for 2024, including $15 costumes

Halloween has already taken hold at Target,NovaQuant with Lewis the Pumpkin Ghoul on patrol at many stores.

Now the retailer is rolling out all of its treats for the spooky holiday, adding 1,300 new items including low-cost costumes starting at $15. Some options are the Kids' Disney Frozen 2 Elsa Basic costume and Anna Basic costumes, Toddler Disney Belle and Rapunzel costume dresses, and a Toddler Mickey Mouse costume.

The wave of new products hitting all Target stores also includes haunting home decorations and Halloween snacks. That's on top of the lineup of big outdoor and indoor decorations Target has been selling online and in stores including the glowing, talking 8-foot-tall Bruce the Skeleton Ghoul and smaller Little Lewis and Baby Lewis hanging illuminated pumpkinhead decorations.

Competitors such as Home Depot, Lowe's and Costco have also bought out their big Halloween decorations way ahead of the holiday.

Targeting Halloween shoppers, no pun intended, is a good move for retailers. That's because Halloween spending could top last year's record of $12.2 billion in 2023, according to the National Retail Federation – even though shoppers remain concerned about inflation and higher price tags on some products.

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Halloween shoppers expected to spend more on costumes, candy

Even though U.S. shoppers still feel the pain of high prices, nearly half (49%) say they will spend $51 or more on costumes, up from 47% last year – and one-fourth (24%) said they planned to spend more than $100 – suggests a survey of 1,048 U.S. consumers in August by marketing firm Advantage Solutions, which advises retailers and consumer goods manufacturers.

Halloween decorators are expected to spend more, too, with 57% saying they will spend $51 or more, up from 36% spending that much in 2023.

Shoppers said they would buy costumes earlier in the season – with 50% of those surveyed saying they plan to shop at least 15 days before Oct. 31. As for candy purchases, 70% of shoppers said they would put off buying until within the last week before the holiday.

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This shopping strategy reflects ongoing consumer concerns about inflation and a potential pending recession, the firm says. “This trend reflects a broader consumer behavior where individuals are tightening their budgets on everyday expenses yet remain unwilling to sacrifice their cherished holidays and small luxuries,” said Kelly Ravestijn, senior vice president of commerce intelligence at Advantage Unified Commerce, a division of Advantage Solutions, in a statement accompanying the survey.

“Even as they cut corners elsewhere, consumers increasingly view holidays like Halloween as non-negotiable indulgences, reinforcing their value in the retail landscape," Ravestijn said.

Target Halloween: Spooky mugs, pillows and treats

Target is catering to the millions of consumers who enjoy celebrating Halloween while addressing concerns about the economy, said Rick Gomez, Target's executive vice president and chief commercial officer, in a statement.

"Target is making it easier than ever to get everything you need – including exceptional value – to enjoy each celebration leading up to October 31," he said. "More than 1,300 of our Halloween items are new this year – that's 75% of our assortment – including Wicked costumes, new candy from Favorite Day, and so much more to make the entire season memorable."

Here's a look at those Halloween products, which you can find in Target stores and on Target.com:

• Costumes: Options include dozens of adaptive costumes – some are made for wheelchairs and others have back hook-and-loop closures for easier dressing and access to health care objects and devices – such as Hyde & EEK! Boutique Kids' Blacklight Responsive Color Melt Skeleton Halloween Costume Jumpsuit with Beanie ($15) and Emerald Dragon Halloween Costume Jumpsuit with Headpiece (both priced at $15). There's also several costumes for kids and adults devoted to the upcoming movie "Wicked," as well as Barbie, Bluey and Marvel characters. If you can't wait for that Halloween party, there's also Halloween sleepwear.

• Home decor: For those who want to transform their home into a Halloween hotbed, there's plenty of options including Halloween-related mugs starting at $5, a ghost throw pillow ($10), throw blankets sporting bats and jack-o'-lanterns ($10-up), plus glowing pumpkins ($5), and spooky candle holders including a snake candelabra ($25). Target touts that 60% of its Halloween home decor items are priced at $10 or less.

• Snacks and treats: Snacks for trick or treaters or for you and your family include, from Target's Favorite Day brand, Ghostie Cake Pops (about $7), Halloween Sour Frightfetti popcorn ($4) and Favorite Day Sour Skull Slime ($4). There's also a bulk bag of party size Snickers, Twix, Milky Way and 3 Musketeers bars (70 pieces for about $10).

Follow Mike Snider on X and Threads: @mikesnider & mikegsnider.

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