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.
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.