Boston area consumers are expected to spend $134 million on Halloween related activities in 2020, according to information from the National Retail Federation.  This would be a slight 2.3% decrease from 2019. This is proof of the holiday's strong resistance to the pressures of a pandemic economy.

Based on data from the NRF's annual survey conducted by Prosper Insights & Analytics, more than 2.3 million Boston adults plan to participate in Halloween-related activities. Among those celebrants, safe at-home activities ranked highest: 53 percent plan to decorate their homes, 46 percent plan to carve a pumpkin, and 18 percent will dress up their pet.

“Consumers continue to place importance on celebrating our traditional holidays, even if by untraditional standards,” NRF President and CEO Matthew Shay said. “Retailers are prepared to meet the increased demand for seasonal décor, costumes, and other items that allow families the opportunity to observe Halloween safely.”

To earn a large share of Halloween spending in 2020, Boston small business owner will need to advertise to let consumers know their stores are open, stocked, and ready. By any metric, advertising on Boston radio is the best way to reach holiday shoppers.

How quickly the millennials have grown up.

According to Nielsen, 50% of all Boston area parents with children under the age of 18 are millennials.  

From the time their kids are born until they reach they are 17, these young parents will spend, on average, $233,000 per child. This does not include the cost of college.

Currently, there are 910,018 children under the age of 18 living in the Boston area. That makes the local millennial-parenting economy worth upwards of $212 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For New England small business owners interested in competing for a substantial portion of this multi-billion dollar pool of parental cash, they must advertise to millennial moms and dads. By almost any measurement, advertising on Boston radio is the best way to reach this audience.

Advertising on Boston radio stations is the best way for small business owners to reach the lucrative mother-market in New England. 

Boston area consumers will spend $110.9 billion over the next 12 months. Forbes magazine reports that its these moms who control 85% of all household purchases. Locally,  there are more than 691,000 mothers with children under the age of 18 at home.

New England small business owners need to pay special attention to these mothers and their wallets. Here's why:

• 45,956 moms are planning to buy a new house this year
• 56,942 moms are planning to go back to school this year
• 72,691 moms will buy a smartphone this year
• 79,617 moms will hire a plumber this year
• 80,232 moms are planning to purchase a car this year
• 81,770 will use a financial planner this year
• 85,744 moms will buy furniture or mattresses this year
• 168,261 will use a tax preparation service this year
• 186,926 moms are planning a major home improvement this year
• 582,488 moms will buy a restaurant meal this month