by Doug Desjardins
Anxious to generate sales any way they can, retailers are getting an early jump on Halloween sales this year and hope to improve on a disappointing season in 2009.
Just a few days after ending their annual Labor Day and End of Summer sales, mass merchants like Target and Wal-Mart were hanging signs and stocking new merchandise for Halloween. The holiday, which was once a single-day event focused on costumes and candy, has become one of the biggest sales events of the year and has expanded into categories like home décor and costumes for pets. 
“Halloween as a holiday continues to grow,” said Suzanne Long, direct of retail operations for consultant SSA & Co. “Five or 10 years ago, it was just a one-day event.”
Target launched its marketing efforts during the second week of September and said its approach will include low-priced products that appeal to consumers still on a tight budget. Its costume selection this year, heavy on trends like vampires and pirates, is priced starting at $12.
“We recognize that price continues to be of critical importance in our guests’ shopping experience,” said Target spokesperson Tara Schlosser.
As always, Wal-Mart is looking to undercut its main rival with even lower prices on everything from candy to costumes. Its selection ranges from a Buzz Lightyear children’s costume for $12 to high-end yard décor including an inflatable haunted house for $189.
Toys “R” Us got an early start as well, opening its Halloween “Boo-Tiques” in stores Sept. 8. The in-store Halloween departments stock dozens of costumes along with safety items such as light-up lanterns and candy buckets and reflector strips that can attach to shoes or costumes.
“Toys “R” Us has unique insights into the characters that kids most want to transform into for Halloween, whether it’s Barbie or Iron Man or more classic themes like adorable animals and princesses,” said Karen Dodge, senior vice president and chief merchandising officer for Toys “R” Us. “And to help parents keep kids safe, we have expanded our assortment of Halloween-themed safety items at Toys “R” Us stores across the country so trick-or-treaters can make sure they are clearly seen while out at night.”
Seasonal specialty retailers like Halloween Adventures, Spirit Halloween and Masquerade are also getting an early start this year and began opening their temporary stores in early September. They’re also finding plenty of prime real estate available, as they did last year, due to high vacancy rates in shopping malls and strip malls.
Retailers are hoping for better numbers than last year when Halloween sales suffered with the down economy. Retailers saw sales decline by double digits in 2009 but expect them to rebound this year, due in part to easy comparisons to sub-par sales figures last year.
Resources
Retailers Want a Treat-Filled Halloween
COUPON TIME
We've got tons of great deals on our Halloween page, and if you need costume ideas, stop over at The New Parents Guide's Halloween section!
