HALLOWEEN CONSUMER SURVEY SHOWS ADULTS NEVER GREW UP HALLOWEEN STATISTICS UNMASKED
Last year, Halloween took the retail industry by storm
compiling $2.5 billion in sales and advertising revenue. This was due, in part, to
enthusiastic adults participating in Halloween festivities. According to a recent
informal Halloween Consumer Survey, adults have not lost their fascination with the
holiday once thought to be exclusively for children.
With strong early sales reported by various Halloween merchants, it appears that Halloween
will once again fill the retail gap between back-to-school and the holiday season.
According to NRF's Halloween Consumer Survey:
Halloween remains extremely popular among adults with 65% of those polled planning to
participate in Halloween activities.
Strong Halloween sales are predicted for 1997, with 68% of consumers planning to spend
up to $50 and 32% planning to spend over $100.
parents surveyed will have children participating in
Halloween remains second only to the holiday season in home decorating, with 63% of
adults planning to decorate their homes.
Halloween Retail Statistics:
Projected Halloween candy sales for 1997 -- $950 million
Projected Halloween greeting card sales -- $50 million
Halloween costume sales for 1994 $1 billion dollars
Halloween Trends for 1997:
Halloween retailers begin to appear in local malls and shops as early as August.
Although traditional costumes such as Dracula, Frankenstein and Elvis will always remain
fan-favorites, hit films such as "Batman and Robin", Disney's
"Hercules", "Scream" and "Spawn" have inspired a new
generation of Halloween favorites.
*Sources: National Confectioners Association; Greeting Card Association;
National Costumers Association