by Robin Fiedler
Adults’ desire to transform into an anarchist one day out of the year is so strong that Halloween sales have increased steadily since the 1980’s. Lesley Bannatyne, a Halloween expert at Harvard, writes in “What’s Next: Trends in Halloween,” “Halloween today is second only to Christmas in activity, say the merchant associations that keep track of retail spending in America, with somewhere around $6 billion in estimated annual sales and growing.” About.com urges its readers to start a Halloween retail business, a fail-safe in hard economic times. 
Well, we’re in hard economic times. So will 2009 Halloween sales continue to increase? Consumer statistics from the National Retail Federation (NRF) show that 2008 sales increased to $66.54 per person from $64.82 in 2007. Last year on October 28, 2 days before Halloween and with the presidential election still pending, the US Treasury Department paid 125 billion of the 700 billion bailout money to nine banks. And while facing the lowest stock market in decades, we spent more money per person on Halloween.
Could it be that Halloween is one day out of the year we our desire to be someone other than ourselves is the strongest, especially during rough times? The fortune teller is offering a gloomy future. On Sept. 29, 2009, the NRF released the results of a consumer survey, which predicts less consumer spending for Halloween 2009. Kathy Grannis reports, “Nearly one in three (29.6%) consumers say the state of the U.S. economy will impact their Halloween spending plans. Of those who will be affected, the largest majority (88.0%) plan to spend less overall.”
Retailers are taking the survey seriously by offering up discounts and deals to keep the spook factor alive. “The economy has caught up to Halloween this year,” said Tracy Mullin, President and CEO, National Retail Federation. “Since retailers know that Americans will be looking to celebrate on a budget, there’s no doubt we will see creative costume and decorating ideas in every price point imaginable.”
The demographic who spends the most on Halloween fare is young adults. NRF claims that 18-24 year-olds who spent $86.59 in 2008, say they will spend $68.56 in 2009. If the survey is right, consumers are going to be searching for the best deals and discounts for their Halloween celebrations. But hopes are still high. With Halloween falling on a Saturday this year, a few retailers predict the holiday joviality will last the whole weekend, offering escape from our economic woes. Why not dress up as a ghost? Ghosts don’t have to pay the mortgage payment.
Footnotes
Bannatyne, Lesley. “What’s Next in Halloween Trends.” Faculty of Arts and Sciences, Harvard University. http://www.people.fas.harvard.edu/~bannatyn/articles.html#trends
Ward, Susan. “Halloween – A Really Sweet Business Opportunity.” About.com
http://sbinfocanada.about.com/od/businessopportunities/a/halloweenopps.htmGrannis, Kathy. “As Economy Impacts Halloween, Americans Get Creative.” National Retail Federation. 29 Sept. 2009. http://nrf.org/modules.php?name=News&op=viewlive&sp_id=790
Grannis, Kathy. Halloween Celebrations Rise as Consumers Look to Escape Everyday Realities.” National Retail Federation. 30 Sept. 2008. http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=578
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