In 2017, 29 million Americans spent approximately $440 million on Halloween costumes for their pets, twice as much as the outlay in 2010. With this year’s pet costume spend on track to hit close to half a billion dollars, it's no wonder more and more retailers are cashing in on this burgeoning market.
Howloween is more than just another special event opportunity for pet boutiques. It has evolved into a real consumer trend and as we know where consumers go, retailers and marketers are sure to follow.
All in the Family . . .
Today our pets are now on equal footing with all members of family. So everything that's suitable [pun intended] for our two-legged relatives are also applicable for our four-legged ones. That means that buying costumes for the family dog, along with costumes for the kids, and handing out doggie treats along with candy on Halloween . . . is the thing to do!
The stats are significant as well. 68% of American households, or some 85 million are embracing pets up from 56% in 1988, according to the American Pet Products Association.
This year . . .
It's projected this year, we will spend around $480 million on our canine and feline outfits, which translates into roughly 4 percent growth from last year.
“One of the biggest trends this year is the growth of spending on pet costumes,” said Prosper Insights Executive Vice President of Strategy Phil Rist. “Out of the Americans planning to dress their pets in costumes, millennials (25-34) are most likely to dress up their pets, the highest we have seen in the history of our surveys.”
However, costume preferences differ . . .
While our kids will once again tend to dress up as princesses or super-heroes and adults as witches and vampires, expect dogs and cats to impersonate pumpkins (11.2 percent), hot dogs (7.4 percent) and bumblebees (4.9 percent). However, that's not to say our pups and cats have any say in the matter, right?
So . . . what's your pet wearing this Howloween?
Primary Source: American Pet Products