HALLOWEEN STATISTICS UNMASKED
Oct 1997

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.

* 83% of parents surveyed will have children participating in Halloween activities. 

* 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 1996 – $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