Matthew Shay

Taylor Knight is an associate content editor for Target Marketing and Total Retail. She enjoys writing and creating video content to interact with an audience.

Halloween marks the new kickoff of the holiday shopping season for retailers. According to multiple surveys, more Americans will celebrate the holiday then ever before. The National Retail Federation (NRF) reported that "more costumes than ever will be flying off the shelves" this year. Seventy-six percent of consumers plan to purchase a costume for Halloween festivities, a dramatic increase from last year's 65 percent. Collectively, total sales for retailers this Halloween are estimated to be around $7.4 billion. So, what's driving this growth?

Expectations for the holiday season are upbeat, even as retailers grapple with the fallout from slow summer sales and shifting consumer shopping habits. Retail sales in November and December are expected to hit $617 billion, according to National Retail Federation projections. That's a 4 percent increase over

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