Big-box chains are top choice for Halloween, followed by…

Big-box retailers are the most popular choice for Halloween shopping this year, but other retailers are closing the gap.

According to a new survey of 1,000 American consumers from Suzy and Vibenomics, the vast majority of Halloween shoppers (76%) plan to stock up on their holiday needs at big-box retailers this year, such as Walmart and Target. Grocery stores (38%), dollar/discount chains (34%) and online retailers (34%) are also popular choices for Halloween shopping. 

The retailer preferences in this year’s data from Suzy and Vibenomics have shifted since last year, when 82% of respondents said they planned to visit big-box stores for their needs, with online retailers next in line at 45%.

Price was the most important factor for choosing a Halloween retailer when asked, followed closely by variety and promotion/sale. When asked what influences them the most to buy a specific Halloween item, most consumers are focused on value, with in-store promotions (70%) and coupons (69%) ranking as the top factors, followed by family/friend recommendations (27%) and seeing the item in social media ads (18%) and TV ads (14%).

[READ MORE: Here’s how Walmart customers are shopping for Halloween]

More than half (57%) of Halloween shoppers surveyed by Suzy said they planned on shopping in-store this year, with 26% opting for a combination of both in-store and online shopping. These figures are roughly in line with last year’s data (53% in-store, 30% omnichannel shopping). Fifteen percent of respondents plan to shop online and have items delivered to their home, while only 3% plan to shop online for Halloween supplies and pick up the items curbside.

Halloween candy will be the most commonly purchased item at 73%, followed by Halloween-themed snacks/foods (42%), seasonally-themed decorations (42%), seasonally-themed beverages (33%) and Halloween costumes (29%).