Think Halloween is just for kids? It is quickly becoming a major holiday full of decorating, food and costumes for kids of all ages. And it is big business. Is Halloween part of your marketing plans? According to Robert Miller, Central Michigan University marketing faculty member and retail trend-watcher, Halloween is starting to give even New Year’s and the Super Bowl a run for their party money.
Here are some trend-watching facts from Mr. Miller about Halloween:
- Halloween was a one-evening event, but now stretches for a month. Halloween bridges back-to-school and holiday shopping seasons. That provides great cash flow in these slow economic times that are estimated at more than $3 billion in sales.
- Halloween is the third-largest party occasion, after New Year’s and the Super Bowl.
- Halloween continues to be the second-biggest holiday for decorating next to the winter holiday. Halloween, not Thanksgiving, marks the beginning of the decorating season.
- It’s estimated that more than 65% of people 18-40 will wear costumes.
- Halloween is a great stress release. People can be anything without being overly judged.
- The American holiday is now invading Canada, England, Australia and Japan.
The National Retail Foundation says that the average American will spend a little more than $66 on Halloween–and adults make up 50% of the costume sales. Trick or treat? I’ll have the Pumpkin Pie Martini please.
