US consumers are expected to spend an average of $56.31 on Halloween in 2009, down 15% from last year's average expenditure of $66.54, according to the National Retail Federation's 2009 Halloween Consumer Intentions and Actions Survey, conducted by BIGresearch. Total spending on the holiday is expected to reach $4.75 billion.

Nearly one in three (29.6%) consumers say the state of the US economy will affect their Halloween spending plans:

Key findings:

• Some 35% of adults in households earning less than $50K per year will spend less on Halloween this year.
• People living in the Northeast are less likely to cut Halloween spending; those living in the South are more likely to trim Halloween expenses.
• Of those who will cut spending, a large majority (88.0%) plan to trim Halloween expenses all around. 
• Others say they will be buying less candy (46.5%)...
  >>Using last year's decorations without buying new ones (35.4%)
  >>Making costumes instead of purchasing them (16.8%)
  >>Reusing last year's costumes (15.8%)
• Some 26.4% say they won't be participating in as many Halloween activities such as haunted houses or fall festivals as they usually do. 

"The economy has caught up to Halloween this year," said Tracy Mullin, president and CEO of the National Retail Federation (NRF). "Since retailers know that Americans will be looking to celebrate on a budget, there's no doubt we will see creative costume and decorating ideas in every price point imaginable."

Cutbacks

Fewer people plan to celebrate Halloween this year (62.1% vs. 64.5% last year), and those who are celebrating will participate in fewer activities. According to the survey, 47 million adults and 58 million children across the US plan to dress up for Halloween this year; this amounts to 33.4% dressing up, compared with 35.3% last year.

Additionally, the number of people carving a pumpkin will also drop (42.4% compared with 44.6% last year). Fewer people will throw or attend a party (30.2% vs. 31.1% in 2008), visit a haunted house (17.0% vs. 18.1% in 2008), and hand out candy (71.2% vs. 73.7% last year). Although life-sized yard decorations have become enormously popular in recent years, fewer people plan to decorate their home or yard (47.3% vs. 50.3%).

Young adults, who were last year's big spenders for Halloween, plan to scale back their spending dramatically this year. According to the survey, the average 18- to 24-year-old will spend $68.56 on the holiday, compared with $86.59 last year and $81.91 in 2007.

"With part-time jobs more scarce and parents unable to help out financially, many young adults have been impacted substantially by the economy," said Phil Rist, executive vice president of strategic initiatives at BIGresearch. "The overriding theme for Americans' Halloween celebrations this year will be, 'How creative can I be, and how little can I spend?'"

The survey found consumers plan to spend an average of $20.75 on costumes, which includes children's and pets' costumes; $17.99 on candy; $14.54 on decorations; and $3.02 on greeting cards.