We know, we know—it seems way too soon to be talking about Halloween already. But guess what? Halloween is the second-highest grossing holiday in the U.S.—and it’s just around the corner!

We’ve all got Halloween on the brain. To help you get a better idea of what your customers are thinking and doing this Halloween season, we’ve put together a list of fascinating statistics about Halloween spending.

Celebrating Halloween stateside dates back to the 19th century, with its popularity showing consistently growing trends ever since. This is also reflected in the economy considering the vast amounts of money that consumers budget for the holiday. The COVID-19 pandemic, however, caused substantial, never-before-seen shifts into Halloween spending.

Read on to discover the latest Halloween spending statistics covering data on individual and total consumer spending, purchasing plans and locations, consumer demographics, and more!

Per-Person and Total Halloween Spending Statistics

Figures revealing the historical trends of average Halloween spending budgets per person as well as the total spending of consumers who celebrated the holiday.

1. 65% of consumers celebrated Halloween in 2021.

The average estimated spending per person stood at $102.74, while the total spending of this portion of consumers was estimated at around $10 billion.

2. In 2021, each person spent an estimated $102.74 on Halloween.

In fact, per-person spending hasn’t even come close to the $100-benchmark since 2005, and the only time it exceeded $90 was in 2020 ($92.12).

The years between 2017 and 2019 all showed similar figures, at $86.13, $86.79, and $86.27, respectively.

3. The lowest per-person Halloween spending was recorded in 2005, when consumers spent $48.48.

After a gradual increase to $66.54 recorded in 2008, this figure dropped to $56.31 the following year. This was followed by another three-year growth trend peaking at $79.82 in 2012.

The period between 2013 and 2016 recorded alternating trends with the respective per-person spending estimates being as follows: $75.03, $77.52, $74.34, and $82.93.

4. Halloween spending reached an estimated $10.1 billion in 2021, the highest ever recorded.

While 2020 recorded the second-highest per-person spend estimate, that’s not the case when it comes to the total spending estimate for the year. Standing at $8.8 billion, 2020’s total was exceeded between 2016 and 2019, which recorded the following respective total spend estimates: $8.4 billion, $9.1 billion, $9.0 billion, and $8.8 billion.

The discrepancy between the per-person and total Halloween spending in 2020 could be attributed to the lower number of consumers actually celebrating the holiday.

5. At $3.3 billion, 2005 recorded the lowest total Halloween spend estimate.

Following an over 50% increase to $5 billion recorded in 2006, this figure recorded an upward trend until peaking at $5.8 billion in 2008.

As the case was with per-person spending estimates, a notable drop was recorded in 2009, when the total Halloween spending dropped to $4.7 billion. This figure was followed by a consistent recovery to a peak of $8 billion in 2021.

The period between 2013 and 2015 recorded alternating trends—similar to the ones observed with per-person spending—with the respective figures being as follows: $7 billion, $7.4 billion, and $6.9 billion.

Halloween Purchasing Plans Statistics

Figures revealing Halloween spending distribution by purchasing plans on a per-person and total consumer level.

6. Almost all consumers celebrating Halloween budgeted for candy in 2021.

The latest recorded portion of those who purchased candy for the holiday stood at 96%. This is a consistent trend since 2005, with minor drops to 95% or 94% throughout the years.

7. The average consumer spent $30.40 on Halloween candy in 2021.

While this was not the most expensive Halloween spending category in 2021, it reached a peak exceeding the $30-mark for the first time since 2005.

The second-highest amount consumers have spent on Halloween candy was recorded in 2020 at $27.55. On the other hand, the lowest per-person Halloween candy spending was recorded in 2005 and 2009, at $17.09 and $17.99, respectively.

The average Halloween candy spending per person between 2005 and 2021 stood at $22.70.

8. Total Halloween candy spending peaked at $3 billion in 2021.

Prior 2021, the highest this figure has reached since 2005 was $2.7 billion, as recorded in 2017, while the lowest was $1.2 billion, as recorded in 2005.

Since then, there was a steady increase in total Halloween candy spending with the first notable peak being recorded in 2012 at $2.3 billion and a single drop to $1.5 billion in 2009.

Ranging between $2.1 billion and $2.5 billion, the average total Halloween candy spending between 2013 and 2020 stood at $2.4 billion.

9. Halloween decorations were part of the budget of 78% of consumers in 2021.

This is the highest recorded figure since 2005 which was the year when the smallest portion of consumers budgeted for Halloween decorations (60%).  The following years recorded a steady increase to 68% in 2008, which was followed by a drop to 62% in 2009.

The next peak of consumers who reported decoration spending was in 2012 at 73%. After shifts between 67% and 72% from 2013 to 2017, the next spike was recorded in 2018 at 74%.

Followed by a minor drop to 72% in 2019, the portion of consumers who budgeted for Halloween decorations surged again to 75% in 2020.

10. Decorations, at $32.10 per person, were the second-most expensive Halloween spending category in 2021.

As the case was with candy, this category also peaked at over $30 for the first time since 2005. The second-highest amount consumers have spent on Halloween decorations was recorded in 2020 at $29.63.

On the other side of the spectrum, the lowest per-person Halloween decoration spending was recorded in 2005 and 2009, at $12.35 and $14.54, respectively.

The average Halloween decoration spending per person between 2005 and 2021 stood at $21.52.

11. At $3.2 billion in 2021, decorations also ranked second among total Halloween spending per category.

This is the only time this figure exceeded the $3 billion benchmark since 2005 when it stood at a mere $0.8 billion.

2012 was the first year pointing to a notable peak of total Halloween decoration spending at $2.4 billion, with the period between 2006 and 2011 averaging $1.5 billion.

On the other side of the scale, the period between 2013 and 2020 reported an average of $2.4 billion in total Halloween decoration spending.

12. 68% of consumers budgeted for Halloween costumes in 2021.

Unlike decoration spending figures, this wasn’t the highest recorded percentage of consumers who budgeted for this purpose. Instead, this figure peaked at 69% in 2017. On the other side of the scale, the lowest, at 53%, was recorded in 2005.

After an upward trend peaking at 61% in 2008, the portion of consumers who budgeted for Halloween costumes dropped again in 2009 to 59%. Since then, the figure has been alternating between 62% and 69%, averaging 66% for the period from 2010 to 2021.

13. In 2021, the average American spent $33.59 per person on costumes for Halloween.

This is also the highest figure recorded since 2005, while the period between 2016 and 2019 also recorded figures above $30; more specifically, respective $31.03, $31.73, $31.26, and $31.05. This was followed by a drop to $29.90 in 2020, while other notable drops occurred in 2015 at $27.33 and 2009 at $20.75.

The average per-person Halloween costume spending between 2005 and 2021 was $26.96.

14. Americans spent nearly $3.3 billion on costumes in 2021, making them the most expensive category of Halloween spending.

The lowest amount was reported in 2005, standing at $1.2 billion. The first notable high since then was recorded in 2008 at $2.1 billion, followed by a plunge to $1.7 billion in the following year. After recovering at $2 billion in 2010, the total Halloween costume spending averaged $2.5 billion until 2015.

The years between 2016 and 2019 all recorded figures above $3 billion, with an average of $3.2 billion. As the case was with all spending categories, however, 2020 saw a drastic drop to $2.6 billion in Halloween costume spending.

15. Greeting cards were part of the Halloween budget of 45% of consumers in 2021.

This figure points to an all-time high since 2005 which, conversely, was the year that recorded the least consumers budgeting for Halloween greeting cards at 24%. Other years where consumers included greeting cards in their budgets were 2012 and 2020, at 40% each.

The yearly average for the period between 2005 and 2021 stands at a little under 35%.

16. At $6.64 per person, greeting cards accounted for the cheapest Halloween spending category in 2021.

Still, this figure was the highest within its respective category since 2005 when it stood at a mere $2.06. It first peaked at nearly double the amount in 2007 at $3.92. After a plunge to $3.02 in 2009, a new high at $4.96 was recorded in 2011.

The average greeting card spending per person between 2005 and 2021 stood at $3.95.

17. Halloween greeting card spending total stood at $0.7 billion in 2021.

Besides being the smallest among all Halloween spending categories, greeting cards also show flat trends since 2005 when the total spend on them stood at a mere $0.1 billion. Namely, this figure increased to $0.3 billion in 2006 and stayed there for four more years.

A boost in total Halloween greeting card spending was recorded in both 2015 and 2016, at respective $0.5 billion and $0.6 billion. This was followed by another flat trend at $0.4 billion between 2013 and 2020, with the exception of the minor drop to $0.3 billion recorded in 2015.

18. Jack-o-lantern spending reached $707.98 million in 2021.

The National Retail Federation estimates that Americans spent approximately $707.98 million on pumpkins (Jack-o-lantern) in 2021. This is the highest recorded figure since 2017 when it stood at $618.03 million, followed by a drop to $575.25 million in 2018.

The lowest jack-o-spending between 2017 and 2021 was recorded in 2019 when it stood at $377.23 million, followed by a 45% increase to $686.74 million in 2020.

Halloween Spending Demographics

Figures revealing Halloween spending details observed against gender, age, and regional demographics.

19. On average, men spent $112.6 on Halloween in 2021, compared to women who spent $93.78.

What’s more, there was no substantial difference when observing the gender demographics of consumers who planned to celebrate the holiday. Namely, 66% of male consumers said they’d celebrate Halloween, while the same was true for 64% of women.

20. Halloween candy was the most popular spending category both genders budgeted for in 2021.

The respective figures for both genders stood at 97% and 96%. Decorations were the second-most-popular category among men and women, with respective 79% and 78% of consumers budgeting for it.

Next, 70% of male and 67% of female consumers budgeted for Halloween costumes, be it for themselves, their children, or pets.

Greeting cards were the least popular category among both men and women, with respective 48% and 43% budgeting for them for Halloween.

21. The first two weeks of October were the period in which most consumers started their Halloween shopping.

The male vs female portions of consumers who shopped for Halloween in this period stood at respective 40% and 39% in 2021. The second most popular period was September when another 39% of female consumers and 33% of male ones did their Halloween shopping.

17% of men and 14% of women waited until the last two weeks of October od to so, while respective 10% and 9% did their Halloween shopping earlier than September.

22. At $149.34, those aged 35-44 were estimated to have spent the most for Halloween in 2021.

Those aged 25-34 came in second with a total Halloween spending estimate at $130.54, followed by the 45-54 age group with $112.78. Those aged 18-24, 55-64, and 65+ all spend below $100, at $97.50, $79.12, and $57.07, respectively.

Stats further reveal that total spending wasn’t directly proportional to the portion of consumers from each age group that actually planned to celebrate the holiday.

In this sense, those aged 25-34 ranked first with 82% planning to celebrate Halloween. At 80%, the 18-24 ranked second, followed by those aged 35-44, among which 79% planned to celebrate the holiday. Those aged 45-54, 55-64, and 65+ rounded the list, at 67%, 53%, and 40%, respectively.

23. 98% of consumers in the 45-54 age group budgeted for Halloween candy in 2021.

This was followed by those aged 35-44, 55-64, and 65+, at 97% each. The 25-34 age group came in at a close second place, at 96%, while those aged 18-24 accounted for the smallest portion of consumers budgeting for Halloween candy, at 92%.

24. 91% of consumers aged between 35 and 44 budgeted for Halloween costumes in 2021.

At 88%, the 25-34 age group ranks second, followed by consumers aged 18-26 at 86%. The portion of consumers who budgeted for Halloween costumes for either themselves, their children, or pets seems to decline with the increase of age.

Namely, 73% of consumers in the 45-54 age group budgeted for costumes, while the same goes for respective 54% and 32% for those aged 55-64 and 65+.

25. At 89% each, consumers aged 25-34 and 35-44 were the dominant age demographics in budgeting for Halloween decorations in 2021.

The 81% of those aged 45-54 ranked second, closely followed by consumers in the 18-24 age group at 80%. Consumers aged 55-64 and 65+ round the list at 72% and 62%, respectively.

26. 65% of consumers in the 35-44 age group budgeted for Halloween greeting cards in 2021.

Those aged 25-34 came in second at 57%, followed by the 45-54 age group at 46%. Consumers in the 18-24 age group and those aged 65+ ranked fourth at 34% each, while the 55-64 age group rounds the list with 33% of consumers in this demographic budgeting for Halloween greeting cards.

27. 50% of those aged 18-24 started their Halloween shopping in the first two weeks of October.

This was the most popular Halloween shopping period for 44% of those aged 55-64, 39% of consumers between 25 and 34, and a close 38% of those aged 45-54. The 35-44 and 65+ age groups round the list at 35% each.

28. 42% of consumers aged 35-44 started their Halloween shopping in September.

September was the most popular Halloween shopping period for 40% of those aged 25-34, followed by 37% of consumers between 45 and 54 years of age. 32% of consumers in the age groups of 18-24 and 65+ started their Halloween shopping in September, while 30% aged 55-64 did the same.

29. 29% of consumers over 65 waited to start their Halloween shopping until the last two weeks of October.

The same applied to 20% of those aged 55-64, followed by 14% of consumers in the 45-54 age group, and those aged 18-24 at 12%. At 7% each, the list was rounded by consumers aged 25-35 and those between 35 and 44.

30. 16% of those aged 35-44 started their Halloween shopping earlier than September.

14% of consumers in the 25-34 age group did the same, followed by 10% of those aged 45-54. Respective 7%, 6%, and 4% of those aged 55-64, 18-24, and over 65 started their Halloween shopping before September, making this the least popular period in this regard across all age demographics.

31. At an estimated $106.64 per person, Halloween spending in 2021 was the highest among consumers in Southern states.

Consumers from the Northeast came in second with $103.56, followed by those from Western states at $100.26. At $95.60, Midwest consumers were the only ones to spend less than $100 for Halloween when observing regional demographics.

Yet again, the portion of consumers by region who planned to celebrate the holiday doesn’t necessarily align with their total spending.

Namely, at 66% each, the largest portions of consumers who planned to celebrate Halloween came from the Midwest and South. The West and Northeast followed with 65% and 64%, respectively.

32. Halloween candy was the most popular spending category that consumers from all US regions budgeted for in 2021.

At 97% each, candy was most popular in the Northeast, the Midwest, and the South, while Western states followed with 95% of consumers from the region budgeting for Halloween candy.

33. 80% of consumers in the South budgeted for Halloween decorations in 2021.

Those from the Northeast and West followed at 78% each, while 76% of consumers in the Midwest budgeted for Halloween decorations.

34. At 72%, Southern stats reported the highest portion of consumers who budgeted for Halloween costumes in 2021.

Western states came in second at 69%, followed by the Northeast at 67%. 62% of consumers in the Midwest budgeted for Halloween costumes for themselves, their children, or pets.

35. At 40%, greeting cards were the least popular Halloween spending category that Midwestern consumers budgeted for in 2021.

Northeastern states topped the list at 47%, followed by respective 46% and 45% of consumers from Southern and Western states who budgeted for Halloween greeting cards.

36. 41% of consumers in the Northeast and Midwest each started their Halloween shopping in the first two weeks of October.

The same applied to 39% of consumers in Western states and 38% of Southerners, making this the most popular Halloween shopping period when observing regional demographics overall.

37. 36% of Northeastern and Southern consumers each chose September as a month to start their Halloween shopping.

When observing regional demographics, this was the second most popular period to start Halloween shopping, also accounting for 35% of Midwesterners and 34% of consumers in the West.

38. 17% of consumers in the Midwest and West each waited until the last two weeks of October to start their Halloween shopping.

Consumers from Northeastern and Southern countries followed at 15% each.

39. 11% of Southerners started shopping for Halloween earlier than September.

This was followed by 10% of consumers in the West, while those from Northeastern and Midwestern states rounded the list at 8% and 7%, respectively.

40. 36% use online search to find ideas for Halloween costumes.

Halloween can be a lot of fun, but it can also be stressful if you’re trying to come up with the perfect costume, or if you’re trying to put together a party that will be truly spooktacular. You know what’s not stressful? Online search.

A recent survey found that 36% of people use online search for their inspiration, and it’s no surprise why. The internet is full of ideas and tutorials on how to recreate a favorite celebrity’s red carpet look or how to turn your pet into a costume.

Moreover, 26% of participants turn to retail stores or costumer shops for Halloween inspiration. It’s interesting that so many people cited retail stores as a primary source of inspiration, especially considering social media as a popular means to create and share costume ideas. Perhaps it is because the experience of going into a store, feeling and trying on costumes, and getting inspired by what is there creates an experience that can’t be replaced by scrolling through pictures on Instagram.

20% turned to Facebook or YouTube to get inspiration. The same number of people (also 20%) consulted with friends and family members.

41. Discount stores are the most popular Halloween shopping destination with 40% of consumers opting for them.

Specialty Halloween/costume stores ranked second at 35%, followed by online stores at 29%. The top five Halloween shopping locations were rounded by supermarkets/grocery stores and department stores, at 26% and 23%, respectively.

Clothing, crafts/fabrics, and home decor stores were the choice of 14% of consumers each, followed by local/small businesses, thrift/resale, and greeting card/gift shops at 10% each.

The least popular locations were drugstores and home improvement stores at 8% each, followed by catalogs and other stores at 4% each.

Conclusion

The above figures are proof that Halloween is one of the few holidays stateside that showed quick post-pandemic recovery. In fact, 2021 data proved to be the year when many Halloween spending and budgeting categories peaked at substantial amounts, showing Halloween continues to be a prominent holiday consistently contributing to the US economy.

Thanks for checking out the Halloween spending statistics. We’re glad you’ve been able to learn more about this holiday and how much money Americans spend on it every year.

As you can see, Halloween spending is big business in the U.S. Whether you’re a consumer or a retailer, it’s important to keep these stats in mind so you can make the best decisions for your Halloween needs. 

If you have any questions about these stats or want to know more about Halloween spending, don’t hesitate to reach out to us directly. We love hearing from our readers!

Until next time, happy Halloween!

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Sources: NRF Halloween Data Center, Statista

One thing is for sure: People are impulse buyers.

They make purchases they hadn’t planned on—sometimes out of sheer curiosity and sometimes to satisfy a sudden need. And if you’re trying to sell them a product or service, you want to know what makes them tick.

We’ve compiled tons of interesting statistics about impulse buying, so you can understand the mindset of the impulse buyer and create campaigns that capitalize on their tendencies.

Impulse Buying Statistics (Editor’s Choice)

In the section below, we have handpicked the top impulse buying statistics that will blow your mind.

• 95% of Americans make in-store impulse purchases, and 88.6% buy things impulsively online.
• 78.4% of Brits and 63% of Canadians partake in impulse shopping.
• 67.2% of male and 62.6% of female Americans admitted making impulse purchases once a month.
• 60% of travelers in the United States would make an unplanned booking.
• 1 in 3 purchases made around the holidays is on a whim.
• FOMO seems to be a massive driver of impulse purchases online.
• Millennials lead the way in spending daily, but Boomers spend the most.
• 52% of Americans do stress impulse shopping, and 60% spend under $100.

Do these figures give you the urge to burn your credit card and never visit a shop without a shopping list again?

We feel you!

And there’s more below!

Global Impulse Buying Stats and Trends

Impulse buying is the action of purchasing products suddenly and immediately without having any previous intention of shopping. There are four basic types of impulse buying recognized in the world. These are pure impulse purchase, suggestion impulse purchase, reminder impulse purchase, and plant impulse purchase.

You’ve likely experienced at least one of these, considering that nearly 90% of Americans have done online shopping impulsively. This negative habit contributes to nearly $18 billion spent on impulse online shopping.

1. More people make impulse purchases in stores than online.

(Finder)

In a recent survey by Finder.com, a stunning 95% of American shoppers admitted to impulsively buying something in-store. By comparison, the share of those who make unplanned purchases online is 88.6%.

This is a high figure, yet still lower. However, as more and more people turn to online shopping, experts expect to see these trends changing in the years to come.

As for spending, in-store impulse buying is slightly superior again. In-store impulse buyers tend to spend about $85.85 per purchase they didn’t intend to make. Online shoppers typically spend $81.75 per purchase.

2. Americans make up to 156 impulse purchases every year.

(DAC Group)

The annual spending of these purchases reaches about $5,400 per year and often goes up to $324,000 over one person’s lifetime. The average expenditure of American impulse shoppers is approximately $81.75 per session.

Canadians spend less than Americans as their average spending is CA$73.81 or about $58.28. That’s why impulse buying in Canada totals about $8.8 billion a year, much less than the $17.78 billion recorded in the US.

Moving on to the UK, the average spending on impulse purchases in the country per person is £200 a month or about $267.14. Brits tend to make about 108 unplanned purchases per year and spend about £143,902 or $192,210 over their lifetime.

3. Americans lead the way in impulse shopping.

(DAC Group)

Compared to Canadians and Brits, Americans lead the way when it comes to purchasing things impulsively.

According to recent data, 88.6% of American consumers admitted buying things without planning to do so compared to 78.4% of Brits and 63% of Canadians.

4. Dutch consumers aren’t immune from impulse shopping either.

(Statista)

Statista’s figures on Dutch consumers, in addition, show that 88% of those living in The Netherlands regularly or occasionally splurge on food products. A high 40% were regularly doing so.

The figures are also high in categories such as clothing (83%), care products (73%), and shoes (68%).

The least likely categories for unplanned purchases among Dutch shoppers are furniture, bags, and music. Respective 69%, 71%, and 79% of consumers never buy such products on a whim.

5. British impulse shoppers spend more than £3 billion on spontaneous purchases each month.

(Whistl)

More precisely, British consumers spend about £3.14 billion each month on unplanned and instantaneous purchases. Most of those impulse buys are clothes (56%), while food & drink (49%), home accessories (34%), and shoes (27%) come next.

6. During holiday seasons, about 33% of purchases are made on impulse.

(Think with Google)

Think with Google consumer trends show that people like to splurge during holiday seasons. In fact, 1 in 3 purchases made around the holidays is on a whim rather than planned.

7. Almost two-thirds of American travelers would spontaneously book a trip if they found a good deal.

(Think with Google)

The same data points by the platform show that American consumers are also open to instant booking trips. An impressive 60% of travelers in the United States would make an unplanned booking if they saw a good flight or hotel deal.

Moreover, Think with Google data shows that queries including keywords like “today” and “tonight” have increased more than 150%. This shows the flexibility and willingness of American travelers to book trips on an impulse.

8. More than half of American consumers make instant purchases to deal with stress.

(Credit Karma)

Over half (52%) of shoppers have participated in stress shopping, i.e., the activity of impulse buying something as a way to deal with stress, depression, or anxiety.

For 87% of the respondents to the credit karma survey, stress shopping happened several times a year. A scary 60% admitted to stress shopping every month.

9. Nearly two-thirds of stress shoppers spent under $100 on impulsive purchases.

(Credit Karma)

In the survey focused on holiday and stress shopping, credit karma analyzed the spending habits of stress shoppers.

Statistics showed that 60% spent less than $100 and 20% spent between $100 and $199. One in ten stress shoppers splurged from $200 to $299, while the remaining 6% and 4% spent $300-499 and $500+, respectively.

Unfortunately, 83% of those who dealt with stress and anxiety by making unplanned purchases later felt regret.

10. Planned shopping trips decrease the likelihood of impulse spending.

(Invesp)

The latest data shows that consumers who go on planned shopping trips are 13% less likely to spend money impulsively. By contrast, shoppers are 23% more likely to partake in impulse spending on unplanned shopping outings. These figures show the importance of having well-planned shopping and carefully prepared shopping lists.

11. The average impulse buyer will purchase three unplanned products.

(Invesp)

In 4 out of 10 store visits or about 40% of shopping trips, the average shopper will impulse buy three items. Only the most disciplined consumers will manage to resist all those cool items that weren’t included in their shopping lists.

12. Excitement and boredom motivate shoppers to buy on impulse.

(Invesp)

Around 47% of male impulse shoppers and 50% of female ones reported feelings of excitement when making an impulse buy. Boredom was another common emotion felt by 28% and 32% of men and women who did impulsive shopping. Other states of mind mentioned by impulsive shoppers were sadness, anger, and intoxication.

Online Impulse Buying Statistics

13. Most American consumers can’t resist impulse buying via the internet.

(Finder)

A survey conducted by Finder.com discovered that 88.6% of adults in the United States have failed to resist making an impulse purchase online. The average amount spent on these impulse buying sessions was $81.75. In a way, Americans’ online impulse buying habits contribute to unplanned spending of shocking $17.78 billion.

14. About 44.5% of people who made impulse purchases reported feeling regretful afterward.

(Finder)

About 44.5% of impulse buyers reported feelings of regret. The best way to prevent this from happening is to take your time to reconsider the purchase. There are already tools designed to help with that.

Finder.com has created the Icebox Chrome extension, for example. It encourages consumers to put anything they’ve bought online on ice for 30 days. If you still want the item after the cooling-off period, it’s likely that you won’t regret your purchase later on.

15. Nearly two-thirds of Americans make at least one purchase on a whim a month.

(Finder)

About 64% of consumers in the US reported making impulsive purchases every month. Over 217.6 million Americans have bought at least one thing without giving it a second thought online. It seems that impulse buying has a pretty massive following in the country.

116. FOMO is the main reason and trigger for making online purchases impulsively.

(Finder)

Fear of missing out, widely known as FOMO, is the feeling of missing out on an opportunity to learn, experience, or own something that could make your life better. Some experts categorize FOMO as a type of social anxiety and offer ways to deal with it. Until that happens, however, FOMO seems to be a considerable driver of impulse purchases online.

About half the respondents in Finder.com’s study on online impulse shopping mentioned FOMO as their main trigger. The other top reasons for moving on with unplanned purchases include “no reason not to,” “I don’t know,” and “felt pressured.” Maybe people just like to spend money on cool items without overthinking about the consequences?

17. The satisfaction of buying something online on a whim is typically short-lived.

(Finder)

How does a person feel after completing an impulsive online purchase is a valid question. Finder.com has the answers. About 42.5% of the respondents said that they felt content. Yet, 44.5% also felt regret.

For 31.8% of the respondents, the main feeling was indifference, while 18.9% felt they didn’t have enough money. Finally, 10.1% reported fighting with their family members or spouse because of their impulse online shopping adventures.

18. About 64% of American online shoppers buy things spontaneously on a monthly basis.

(Finder)

Impulse buying online statistics show that this issue affects more than two-thirds of American adults. In fact, 64% of them reported buying stuff impulsively at least once a month. Things get scary for 6.7% of the consumers as this share of shoppers purchase items on a whim daily. About 22.1% do this weekly, and 35.2% report partaking in online impulse buying monthly.

The remaining 36% of American online shoppers have a tad healthier shopping habits as they buy things spontaneously every three months or more. About 17.9% reported they buy things online without planning to do so every three months, while 9.1% do the same every six months. Respective 6% and 3% do impulse shopping online every year or once in a few years.

19. Americans living in Florida spend most often and the highest amount of cash on spontaneous online shopping.

(Finder)

According to the Finder impulse online buying statistics, Florida, Ohio, and Illinois are the top states with daily impulse shoppers. In these states, 13.6%, 11.5%, and 11.1% of consumers buy things without giving them a second thought every day, respectively.

Floridians also led the way in average spending with $232.87 per session. They were followed by residents of Michigan and Alabama, whose respective expenditures were $158.39 and $134.23.

Demographics of Impulse Buyers

20. Men tend to do more impulse online shopping than women.

(Finder)

In mainstream media, women are typically represented as shopaholics who tend to spend cash without thinking twice. In the real world, however, men are the typical impulse buyers. Especially when it comes to online spending.

When it comes to unplanned online spending at least once a month, about 67.2% of male Americans admitted to doing it. A smaller share (62.6%) of female consumers reported doing the same.

For female shoppers, here’s the typical frequency of impulse shopping online:

• Daily – 4.8%
• Weekly – 21.3%
• Monthly – 36.5%
• Every three months – 19.7%
• Every six months – 8.9%
• Once a year – 6.1%
• Once in a few years – 2.7%

These are the figures for male shoppers:

• Daily – 11%
• Weekly – 23.7%
• Monthly – 32.5%
• Every three months – 14.1%
• Every six months – 9.3%
• Once a year – 5.9%
• Once in a few years – 3.5%

Oh, and men even tend to spend more. While the average spending on impulse purchases for female online shoppers is $70.97, men tend to spend about $105.35. That’s 48.44% higher than what the ladies are spending.

21. Both men and women go for impulse shopping primarily because of FOMO.

(Finder)

Respective 53.8% of women and 49.6% of men impulse buyers decide to make a purchase because of FOMO. They are afraid to miss out on a great deal, that they would forget to buy it later, or that it would be out of stock.

It’s interesting to note that more men (7.1%) than women (6%) felt pressured by online prompts, friends, or store clerks to make an unplanned purchase. Also, more men (18.8%) than women (17.6%) responded that they didn’t know why they made a spontaneous purchase.

22. Men tend to spend spontaneously on alcohol and personal electronics, while women on clothing and food.

(Credit Karma)

In a credit karma survey focused on unhealthy spending habits, some clichés regarding male versus female spending have been supported. Most men (48% and 44%) reported making impulsive purchases for alcohol and personal electronics. By contrast, most women (82% and 59%) spent money spontaneously on clothing and food.

Spending money at the spa was the least popular among men as only 5% reported such unplanned costs. Among the ladies, only 3% and 5% reported spending money impulsively on their car or sporting event tickets.

23. Millennials lead the way in spending daily, but Boomers spend the most.

(Finder)

Finder.com’s research on online impulse buying discovered that Millennials are the most common daily impulse shoppers. Namely, 8.4% of them admitted to buying something unplanned every day. By comparison, respective 6.1% and 1.3% of Gen Xers and Baby Boomers reported having the same habit.

However, things are different when it comes to the average amount spent on spontaneous online purchases. Here, Baby Boomers spend the most or an average of $174.25. Millennials come second with average spending of $82.37, while Gen Xers spend only $65.56.

24. Married people are more likely to engage in impulse buying.

(Finder)

It seems that married people or those living in a domestic partnership are the typical impulse online shoppers in the United States. By contrast, those who are single, separated, divorced, or widowed tend to spend less often on unplanned purchases.

Here’s the share of people by marital status who buy things online impulsively weekly:

• Married or in a domestic partnership – 30.9%
• Single – 28.9%
• Separated – 25%
• Divorced – 21.4%
• Widowed – 12.2%

Buying things spontaneously more often doesn’t mean spending more money on impulse purchases, though. So, let’s see who spends the highest average on unplanned products online by marital status per session:

• Separated – $113
• Married or in a domestic partnership – $97.89
• Single – $69.28
• Divorced – $60.84
• Widowed – $47.94

25. Americans aged 18-24 have the highest share of purchases bought on impulse.

(Statista)

A 2018 Statista survey focused on shopping habits by age group discovered that Americans aged 18-24 had a 49% share of impulse purchases.

According to the survey’s data, as the age group increases the share of items bought on impulse drops. So, the impulse purchases share of those aged 25-34, 35-44, 45-64, and 65+ was 46%, 43%, 41%, and 35%, respectively.

Impulse Spending Statistics and COVID-19

26. The global pandemic has boosted impulse spending by 18%.

(Slickdeals)

A recent Slickdeals survey focused on impulse spending and COVID-19 discovered that this type of shopping increased by 18% during the pandemic. In fact, the study established that people are spending impulsively more than ever before. This makes sense considering that lots of individuals deal with stress and anxiety through shopping.

27. Americans have spent more money on unplanned purchases since the pandemic’s beginning.

(Slickdeals)

Slickdeals compared impulse shopping surveys conducted before and after the start of the pandemic. In January 2020, Americans’ average monthly spending on impulse buys was about $155.03. From April on, that amount increased to $182.98.

28. Instant buying made people feel better during the lockdowns.

(Slickdeals)

While instant purchases tend to make people feel disappointed and regretful for their lack of discipline, they had a different impact during COVID-19.

Namely, 72% of those who bought something impulsively reported feeling good. Moreover, for 65% of instant buyers, buying something without planning turned their bad day around.

So, impulse buying isn’t always a bad thing. Sometimes, it’s all you need to feel a bit better when the world hasn’t been nice to you.

29. Unsurprisingly, cleaning products were the most commonly bought items among impulse shoppers.

(Slickdeals)

If you’re interested in what people bought the most during their spontaneous shopping adventures, Slickdeals has the answers. Namely, 42% of the buys were cleaning supplies, while 38% were hand sanitizers.

Next on the list was – you guessed it – toilet paper. About 35% of respondents said they impulse purchased this product. We all remember the toilet paper shortage that happened when the pandemic started. Now we know that many of those purchases weren’t exactly planned.

Finally, two other popular products among impulse shoppers during COVID-19 were hand soap (32%) and canned food (31%). Again, neither is surprising considering how important washing hands has become. Even though one would think it has always been important. As for canned food, it’s the go-to apocalypse product that always flies off the shelves during pressing times.

Conclusion

Like it or not, we’ve all made the mistake of buying something without giving it a second thought. This doesn’t make us the bad guy or irresponsible individuals. It just makes us human and vulnerable to all those marketing tactics out there.

However, we hope that these shocking but not that surprising impulse buying statistics will open your eyes as a consumer. Next time you want to purchase something you don’t necessarily need, just remind yourself of this article.

Practice makes perfect. So, every time you make the right choice, you are one step closer to removing impulse purchases from your life.

Impulse buying is a big deal, and it’s only becoming more of a focus as e-commerce continues to grow. The bottom line? Know your audience and their trigger points, and make sure you have the right infrastructure in place to address them.

It’s been a real pleasure to share our findings with you, and we hope that the information has been helpful! Once again, thanks for reading.

25 Surprising Ecommerce Return Statistics (2022)

17 Customer Acquisition Statistics You Need to Know in 2022

Sources

• Finder
• DAC Group
• Statista
• Whistl
• Think with Google
• Credit Karma
• Invesp
• Statista
• Slickdeals

Ecommerce returns are a normal—nay, EXPECTED—part of the online shopping process. So we put together a list of over 25 ecommerce return statistics to help you understand the landscape so that you can plan for a better return experience for your customers, and for your business.

Ordering online has its pros and cons. While it saves customers time, they can’t always tell if the product will fit, work or be what they want until it arrives. That’s why online retailers frequently see product returns. But are there other reasons customers return products, and how does it impact online retail sellers?

The ecommerce return statistics we’ve compiled for you will answer all your questions about the online purchase returns by company, category, and consumer behavior. Therefore, keep reading to find out more about ecommerce product returns, along with other interesting facts and stats.

Key Ecommerce Returns Statistics (Editor’s Choice)

• The average online purchase return rate is 18.1%
• Only 49% of retailers offer free return shipping.
• 80.2% of returns happen because the product is damaged or broken.
• The average return rate on Amazon is between 5% and 15%
• In 2021, 26% of returned products in the US were clothing items.
• Over 60% of people will read through a return policy before purchasing.
• 30% of online shoppers intentionally overbuy and then return the items they don’t want.
• 62.58% of online customers expect retailers to allow for returns within 30 days of purchase.

General Ecommerce Return Statistics

1. The average ecommerce return rate is 18.1%

(NRF, HubSpot)

Return rates are one of the most common metrics that retailers track in ecommerce. Return rates are typically calculated as the percentage of all products sold that are returned within a specified time period.

The average return rate for ecommerce sales is 18.1%, while the return rate of products bought in brick-and-mortar stores is 8-10%.

In other words, ecommerce product return rates can be two to three times higher than in physical stores. In addition to that, the average return rate for “expensive” products is 50% and 30% for holiday ecommerce.

A good return rate is around 10%, while a poor return rate is above 60%. Return rates can be affected by many factors, including shipping costs and costs for returning the product, the product’s quality, how well the customer was able to preview it, how easy it is to return, and how much effort the retailer puts into preventing returns.

When you buy something online, chances are pretty good that you’re going to send part of your order back. And that’s not just your problem—that’s a problem for online retailers too.

The thing is, there are a lot of reasons that this happens. If a product doesn’t fit or looks different from the way it looked in the photo, it’s a pretty safe bet that you’re going to send it back. And when a company offers free shipping and returns, it can be tempting to buy clothes in multiple sizes with the intention of returning everything except the one you want… even if it means sending two-thirds of your order back!

There are lots of reasons that someone might want to return an item they bought online (or in store), and some of them aren’t related to the product at all. This is why companies are always working on improving their shipping processes to reduce damages.

2. 49% of online retailers offer free return shipping.

(Parcll)

Statistics regarding the ecommerce retail return rates reveal 79% of shoppers expect return shipping to be free, but only 49% of online retailers offer such service. Of course, an easy return process is essential to almost every customer because they buy products they haven’t experienced or tested.

3. Ecommerce returns increased by 70% in 2020 compared to the year before.

(WSJ)

According to the Wall Street Journal, the ecommerce product return rate in 2020 was up by a shocking 70% compared to 2019, and the reasons for that are still unknown. That’s why it’s vital to understand why customers return products in the first place.

4. Online returns doubled in 2021 and were the main driver of returns overall.

(NRF)

Ecommerce returns statistics point out that 2021 was a rough year for online retailers because of the spike in product return rates. The influence of the coronavirus pandemic was still very strong that year, and people were more likely to purchase goods online. As a result, many of those items were returned.

5. 80.2% of product returns happen because the item is damaged or broken.

(Sale Cycle)

Many things can happen to a package during shipment, so ecommerce product returns can’t be entirely prevented. While the reason for 80.2% of product returns is receiving a damaged or broken item, 64.2% of returns happen because an item doesn’t match the description.

6. 7% of products are returned because they’re delivered late.

(Sale Cycle)

People have gotten more impatient when the shipping time is in question. Still, only 7% of online purchases are returned because they’re delivered late. Another reason for return is poor value, which leads to 7.5% of returned items.

7. In 2021, retailers lost $218 billion due to ecommerce returns.

(Multi Channel Merchant)

Ecommerce return rate statistics based on a survey conducted by Appriss Retail revealed that, although both retail and ecommerce product return rates were higher than in 2019, many companies saw it as an opportunity to connect with their customers and receive feedback.

Of course, these high return rates can lead to some interesting consequences for retailers. For some retailers, losing that much money to returns can mean the difference between profit and loss for the entire year—or even for several years in a row.

Some companies have begun experimenting with programs that allow customers to try on new products at home before deciding whether or not to keep them. Some offer free shipping on returns—in hopes of preventing customers from choosing to buy from another brand that does offer that perk. Others offer higher discounts to customers who opt out of their ability to return items.

While none of these approaches is guaranteed to fix this issue, it does show that retailers are starting to take action against this growing problem.

8. The ecommerce segment is forecasted to account for 24.5% of global retail sales by 2025.

(Statista)

While ecommerce accounted for around 17.8% of retail sales in 2020, that percentage is expected to increase by 6.7% between 2020 and 2025. This statistic proves that online sales play a significant role in retailing and shouldn’t be disregarded.

Statistics About Ecommerce Return Rates by Company

9. 34% of Amazon shoppers returned an item because the size, color, or fit was wrong.

(Narvar)

The Amazon return percentage depends on the reason for product returns. For example, 21% of Amazon shoppers returned an item because it was broken, damaged, or no longer functional. On the contrary, 4% intended to return it even before the purchase.

10. 10% of Amazon shoppers returned an item because they didn’t like it.

(Narvar)

As already mentioned, there are many more reasons for product returns apart from wrong size or color.

Apparently, 10% of Amazon customers returned an item solely because they didn’t like it, while 9% changed their mind, and 5% returned the package because it arrived late (or didn’t arrive in time).

11. Amazon lists 72 official reasons for a consumer’s return.

(Envision Horizons)

According to ecommerce return stats, Amazon lists 72 different reasons for return and you can’t return an item to Amazon without stating why you’re doing so. That’s a great form of feedback and every online retailer should implement similar practices.

12. The average Amazon return rate ranges between 5% and 15%

(Envision Horizons)

Even though the average return rate on Amazon is between 5% and 15%, the return rate for some categories, like clothing and consumer electronics, can be as high as 40%. Amazon has a relatively lenient return policy, which can hinder its profitability. Nevertheless, they can block a person’s account if they return too many items.

13. 61% of customers find it easy to return an item they bought on Amazon.

Of the Amazon customers surveyed, 61% found the process of returning a product to be easy. This is good news for Amazon users, who can be confident that they won’t have to go through too much trouble if they ever need to send something back.

14. Shopify reports a 40% decrease in product returns from 3D visualization.

(Wizeline)

Statistics regarding ecommerce return rate reveal that augmented reality and 3D product visualization drastically improve user experience. Customers can examine items better and therefore are more likely to choose exactly what they want.

Apart from Shopify, SeekXR saw a 25% decrease in returns thanks to AR-guided purchases.

15. Returnado, a Swedish start-up helps online retailers by converting 30% of returns into exchanges.

(BBC)

Returnado manages the returns on behalf of various clothing brands. It asks customers to upload a photo of the product they want to return so that brands can examine its condition.

After that, they decide if the item should be repaired, returned, partially refunded, or disposed of locally. Thanks to this approach, 30% of returns are turned into exchanges.

Stats on Ecommerce Return Rate by Category

16. Clothing has the highest return rate in ecommerce.

(Statista)

I am sure you have returned some items to an online retailer before. Maybe it was the wrong color. Maybe it didn’t fit right. Maybe it just looked a little different than you expected when it arrived. Or maybe you just changed your mind, but whatever the reason, you have contributed to this statistic.

There is no question as to what product has the highest return rate in ecommerce—clothing! Clothing tops the list with a whopping 26% return rate. Nearly nine out of ten U.S. consumers say they’ve returned clothing items at some point.

What about the lowest return rates? You guessed it: stationeries, hobby supplies, and pet products are the lowest returned items when shopped online.

17. In 2021, only 8% of books, games, music, and movies purchased online were returned in the US.

(Statista)

It appears that books, music, games, movies were some of the least returned items in 2020. In addition, 9% of cosmetics and body care products were returned. That’s because people from gaming communities and those who take good care of their health spend more time picking the right product.

18. The average online shopping return rate can be as high as 50% in certain apparel markets.

(Shopify)

Shopify’s Fashion Industry Report reveals that the average apparel ecommerce return rate can even reach up to 50% in some apparel markets. Furthermore, only 50% of such returns can be resold. Other clothing items are typically sent to landfills, making the fashion industry the world’s second-biggest polluter.

Statistics Regarding Online Shoppers’ Behavior

19. More than 60% of consumers read through the return policy before purchasing.

(Parcll)

Online shopping trends statistics point out that over 60% of online shoppers will read a return policy before buying a product. Therefore, companies need to make it clear and straightforward. Otherwise, customers will lose trust and probably never buy from them again (or at all).

20. 58% of shoppers want a hassle-free “no questions asked” return policy.

(Invesp CRO)

According to various stats about ecommerce return policies, almost 60% of online shoppers want a no-hassle return policy. That means that if a customer isn’t satisfied, they can return an unopened package for a full refund and no shipping cost or restocking fee.

21. 84% of UK online shoppers wouldn’t buy from a retailer again after a bad returns experience.

(Klarna)

As Klarna’s survey of 2,000 UK consumers points out, over eight in ten customers would turn their back on a retailer if they had a bad returns experience, while 82% claimed that retailers need to work on their returns capabilities.

It seems that shoppers have more expectations than before when it comes to product returns.

22. Almost two-thirds of shoppers are more likely to shop online if they can return their purchases to a physical store.

(Invesp CRO)

It’s not surprising that 62% of shoppers are more likely to buy products online if they can return the purchase at the physical store.

Of course, it’s easy to understand why a shopper would be more likely to make an online purchase if they knew they could return it to a physical location. When we think about our own shopping habits, most of us can picture at least one instance where we’ve been disappointed with an item we received in the mail and wished we could just go to the store and exchange or return it.

This statistic helps to illustrate how important the ability to return an item purchased online to a brick and mortar store is, especially in light of other survey results that show many people have had issues with returning items bought online. Who wants to waste their time on the phone or spend money shipping an item back if they can just drop it off at a store?

Shoppers who have trouble returning items are less likely to make purchases from the website again. 

23. 30% of consumers intentionally over-purchase and then return unwanted items.

(Barclaycard Research)

One of the worst things you can do as an online shopper is to deliberately buy more products than you need just to choose which item you like the most.

Sadly, ecommerce return statistics show that a striking 19% of people admitted to purchasing many versions of the same product and made up their mind when they arrived.

24. 62.58% of online customers expect retailers to allow for returns within 30 days of purchase.

(IMRG Report)

According to the ReBOUND Returns Consumer Survey, 62.58% of people who shop online expect retailers to allow for returns within 30 days after purchase.

On the contrary, 23.31% would expect it after up to 14 days. Interestingly, 0.56% of customers expect retailers to allow for returns after up to 365 days.

25. The majority of ecommerce returns occur during the month of January.

(NRF)

You’re not the only one with a January blues story. The first month of the year is actually the most popular month for ecommerce returns.

Almost every year, January brings a lot of stress for ecommerce retailers. That’s because the holiday season—that time of the year when we’re all supposed to be joyous, merry, and holly-jolly—actually brings a lot of returns with it.

If you’re trying to return something online, and you’re having a tough time getting through, there’s a good reason for it! Everyone else is trying to do the same thing.

Many people take the break between Christmas and New Year’s Day to clean out their houses and figure out what they want to keep from their holiday gifts. After all, who has room for two crockpots?

It’s also harder than ever to try things on before you buy them. Retailers are struggling to stay afloat in our digital economy, and they’re introducing new ways to get rid of unsold inventory by offering better deals, like free shipping and returns. As a result, it’s easier than ever to order something online without checking if it fits first. When it shows up in your mailbox looking like a muumuu on your frame, returning it is the only option.

Related Questions

What percentage of products are returned?

Between 20% and 30% of online purchases are returned, while only 8% to 10% of products bought in brick-and-mortar stores are returned. Of course, one of the pros of buying in physical stores is that you can examine an item and try it out before you buy it.

According to the statistics, some of the main reasons why consumers return products they’ve bought online are receiving damaged products, wrong items, or products that don’t match the description.

How do you calculate ecommerce return rate?

Calculating an ecommerce return rate is relatively simple. It’s a measure of how many items were returned in a specific period versus the total number of sold units. Here’s an example:

5000 (returned units) / 15,000 (units sold within six months) x100 = A return rate of 33%

Still, calculating your return rate isn’t enough to know why returns happen. You should also consider taking your refund rate and exchange into account. You must find out why returns are happening to achieve effective returns optimization.

Does AR really reduce ecommerce returns?

Yes. For instance, SeekXR reports a 25% decrease in product returns from AR-guided purchases. That’s because augmented reality features help many customers save time and pick the right product.

Also, 40% of shoppers would pay a higher price for any product if they were allowed to preview it by augmented reality. As augmented reality helps customers examine preview product variations like style or color differences, they’re less likely to return the purchased product.

What is the average return rate at Amazon?

The average product return rate at Amazon is between 5% and 15%. Still, the return rate depends on the category. For instance, the return rate for some categories, such as clothing and electronics, can get as high as 40%.

Apart from that, offering “returnless refunds” has become popular since the pandemic because sellers want to avoid wasting money and time on managing, shipping, and processing returns.

What percentage of products are bought online?

Ecommerce accounted for about 19.6% of retail sales worldwide in 2021, and it’s estimated that the online segment will most likely make up close to 25% of global retail sales by 2025. Online shopping has undoubtedly become more prevalent than ever before, especially in India, Spain, and China.

According to various ecommerce return statistics, customers are less likely to order online because they’re afraid of a complicated return process. Therefore, investing in making product returns easier can increase sales.

Conclusion

As you look over the data above, ask yourself: How can I use these statistics to make my business stronger?

With all the statistics, the truth is clear: Returns are a part of doing business. The question becomes how you handle them, and how you turn them into positive experiences for your customers.

There are so many reasons for returning a product bought online, regardless of category or retail seller. For example, the customer might have received the wrong size or color of the product, or it could be damaged or broken during shipment.

Whatever the reason may be, product returns are costly for sellers and time-consuming for buyers. Therefore, it’s better to avoid them. Luckily, things like detailed product descriptions with pictures, augmented reality, and 3D visualization can help customers examine items better, which leads to fewer returns.

We hope that these stats will provide you with some key insights into how ecommerce returns work, how they drive sales, and how customers feel about them.

In addition to being a customer-facing tool, an effective return policy is also an internal one. It allows your team to better understand customers’ needs, and gives you insight into what’s working and what isn’t.

With that, we have reached the end of our article. We hope this has been useful for you!

Best of luck!

31 Ecommerce Fulfillment Statistics You Will Want To Know

24 Ecommerce Email Marketing Statistics To Boost Your ROI

19 AI In Ecommerce Statistics That Will Blow Your Mind

Sources

• 3DLook
• Barclaycard Research
• BBC
• Envision Horizons
• IMRG Report
• Invesp CRO
• Klarna
• Multi Channel Merchant
• Narvar
• NRF
• Parcll
• Sale Cycle
• Shopify
• Statista
• Statista
• Wizeline
• WSJ