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ARLINGTON, VA, October 13, 1999—Most adults and youngsters will participate in Halloween this year—whether at a party, trick-or-treating or passing out candy.  According to a survey by the International Mass Retail Association, nearly all Americans (82%) are purchasing candy, costumes, decorations, and other items for Halloween.  "Halloween is becoming as much a holiday for adults as it is for children," said IMRA President Robert J. Verdisco.

This is particularly true for Gen-Xers and younger Baby Boomers.  According to IMRA's survey, nearly one-quarter (23%) of the adult population plans to attend a Halloween party this year.  This number is significantly higher among younger adults—nearly half of those age 18-24 (44%) will attend a party, followed by more than one-third of those age 25-34 (34%). 

"This continues a trend we saw last year, when we discovered that one-third of adults planned to dress up for the holiday," said Verdisco.  It was even higher for younger adults:  nearly two-thirds (62%) of all adults between ages 18-24 planned to wear costumes, followed by 44% of the 25-34 year-olds and 40% of those age 35-44. 

"In addition, younger adults are also spending significantly more on items for Halloween," said Verdisco.  "This explains why Halloween has become the number two retail holiday behind Christmas."  This year, the average American will spend $36 on Halloween items.  Younger adults, particularly those likely to have young children, will spend the most—adults age 35-44 will spend $50 on average; those age 18-24 will spend $42 on average; and adults age 25-34 will spend $41 on average.

Halloween has long been recognized as the leading candy holiday, and this continues to hold true with three–quarters of the population planning to buy candy for Halloween.  However, IMRA retail members report that costumes for both adults and children, as well as home decorations and party goods are equally important categories.  According to IMRA's survey, almost one-third of adults will buy costumes (30%) and decorations (29%) for Halloween.  In addition, consumers are also purchasing party supplies (14%) and cards (13%). 

"Adult costumes and decoration sales are likely to be popular again with Halloween falling on a weekend," Verdisco said.  "For all their party needs—costumes, decorations and candy—consumers are turning to discounters for convenience, quality and value."

In fact, IMRA's survey reveals that discount department stores are the prime Halloween shopping venue for nearly one-half (46%) of American consumers buying Halloween goods.  Other Halloween shopping destinations include grocery stores (23%), drug stores (6%), department stores (6%), and big box (4%) or small (3%) specialty stores.

IMRA Halloween Fun Facts:

• Men are likely to spend more ($43 average) than women ($29) on Halloween, and more likely to attend parties (25%) than women (21%).

• Consumers in the West will spend the most on Halloween ($51), followed by the Northeast ($42), Midwest ($30) and South ($27).

According to the Chocolate Manufacturer's Association, an estimated $1.5 billion will be spent on candy this Halloween.

Source: International Mass Retail Association

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