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 Our
Featured News articles will cover Halloween items from all over the
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interesting Halloween news can be found here. We'll try and keep up to
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HALLOWEEN SHOPPING BUDGETS SURGE 21
PERCENT THIS
YEAR, ACCORDING TO AMERICAN EXPRESS RETAIL INDEX
Popularity of Holiday Continues to Grow Among Adults and Kids
NEW YORK, September 30, 1999 --
According
to the second annual American Express Retail Index on Halloween shopping, U.S. consumers
will spend an average of $98 this year on Halloween candy, decorations and costumes for
themselves and their children. This year’s Halloween budget represents a 21%
increase from the $81 shoppers said they had planned to spend last year.
According to the American Express survey, 67% of
adults rate Halloween a “popular” holiday within their household, while 54%
stated that it is becoming as much a holiday for adults as for kids -- up from 48% in
1998. Additionally, 59% of adults report their children will go trick-or-treating this
year, and 91% plan to accompany them. Among the most popular treats adults plan to give
out this year are: Snickers (19%), candy corn (12%), Reese’s Peanut Butter Cups (7%),
Tootsie Rolls (6%), Hershey’s (5%), M & M’s (5%) and Milky Ways (4%).
When asked why Halloween has become so popular, one
in four adults (24%) said it was because they enjoy being able to celebrate it with their
children, as well as their friends. Other reasons adults give for the holiday’s
popularity include how much kids enjoy trick-or-treating (42%) and that they like to dress
up (22%).
Halloween Means Dressing Up
As Halloween gains popularity among adults, more say they plan to
wear a costume this year. Twenty-eight percent indicated that they planned to don a
costume in 1999 -- an 8 percentage point increase over 1998, when only 20% said they
planned to dress up. With more adults dressing up for Halloween and 78% of children
planning to get outfitted in costumes this year, Americans are sure to see a variety of
interesting characters at their doorsteps on October 31.
According to the American Express survey, among the
most popular costumes for adults are: witch (23%), movie monster (17%), fictional film
character (12%) and an historical figure (12%). While 37% of adults say they come up with
costume ideas themselves, others are influenced by television shows or characters (19%)
and friends or family (16%). Respondents also reported what they thought their children
might dress up as this year. The most popular responses included: super hero (14%), sci-fi
character (14%), monster (13%) and witch (7%).
The Halloween Budget
Consumers plan to spend an average of $30 on candy
this year, making that the biggest part of the Halloween budget (31%). The remainder of
the budget will be divided as follows:
- Costumes - $22
- Pumpkins - $16
- Other decorations - $11
- Attending parties or functions - $11
- Entertaining at home - $8
To pay for Halloween-related purchases respondents
will use a combination of cash (72%), checks (16%), credit and/or charge cards (11%) and
debit/ATM cards (9%).
“The growth in the popularity of Halloween
provides an opportunity for retailers to introduce more Halloween-related merchandise to
adults as well as children,” said Valerie Soranno, vice president and general
manager, Retail Industries, American Express. “Halloween is a great way to bridge the
gap between the back-to-school and holiday shopping seasons.”
When and Where Consumers Shop for Halloween
As Halloween becomes more popular, consumers begin
shopping earlier. Twenty percent of consumers said they will have started their Halloween
shopping by the end of September. Another 20% will begin shopping in early October, with
21% getting started by mid-October and 12% expecting to shop at the last minute (either
the day before or the day of the holiday).
As with other holidays, consumers have their favorite places to
shop. The survey found that 36% of consumers will shop at mass merchandisers, making them
the most popular retail destinations for Halloween. Other choices include discount
department stores (33%), supermarkets/grocery stores (30%), department stores (18%) and
discount party supply stores (15%), among others.
Considering what consumers cite as most important when choosing a
retailer, it is no surprise that mass merchandisers and discount department stores were
the top two favorites. In descending order, consumers used the following guidelines upond
deciding where toshop for their Halloween needs: price (63%), selection (40%),
location/convenience (37%), quality (30%) and sales (25%). Additionally, 22% of
respondents said that they were influenced by their kids when shopping for Halloween.
Source: American Express
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Every
year, Halloween enthusiasts anxiously await the retail
industry to begin their Halloween season and see who's
first to stock products for the spooky season. Many
stores begin stocking Halloween products as early as
July! |
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