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"Trick or Bailout" - Americans Not Scared This Halloween

Created: 02 Oct 2008 • Updated: 18 Dec 2012 • 1 comment
Bob Angus's picture
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In a year when financial fright and Presidential election ghoulishness
is daily news, Halloween looks to be a great escape from the doom and
gloom headlines. According to the National Retail Federation's 2008 Halloween Consumer Intentions and Actions survey, Halloween spending should scare up an estimated $5.77 billion for retailers in the US this year.

Some additional numbers that both ecommerce websites and offline stores should like include:

  • More consumers will celebrate Halloween this year - 64.5% vs.
    58.7% in 2007.
  • The average person plans to spend $66.54, up from $64.82 in 2007.
  • Halloween is most popular with young adults with 18-24 year-olds planning to spend $86.59.
  • An estimated 51.8 million adults plan to wear a costume.

If you are looking to optimize your campaigns over the next few weeks, here is a breakdown of spending by age and what they are spending on:
Halloween_2008 Spending by Age.jpg

Not surprisingly, politics is playing a bigger role in adult costume purchase choices in an election year. Further analysis of what costumes consumers plan to purchase estimates that over 570,000 adult plan to wear a political themed costume.

Still, you may not want to put the Barack Obama mask or a Sarah Palin wig front and center on your home page. They land squarely in the long tail with a 1.5% share. Witches and vampires are still the category killers for adults and Disney princesses are charming to children. I even sense there is some strength behind Hannah Montana as a write-in candidate with over 1.5 million of her costumes expected to sell.

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frontsoft1's picture

These days the financial crisis in US is the hot topic in the entire world. Holloween is the only one which could distract this. Mostly kids and adults participate in the Halloween. So, I think politics should'nt come in these.

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