Halloween is shaping up to be more treat than trick for retailers.
According to the American Express Retail Index on Halloween shopping, consumers plan to spend an average of $81 on everything from candy to costumes to celebrate Halloween this year. Already a $2.5 billion industry, spending in 1998 is likely to rise above past years, as 85 percent of those Americans surveyed reported they will spend at least the same amount or more on Halloween-related purchases this year over last, according to the American Express survey.
American Express Retail Index is based on a national opinion survey of more than 1,000 consumers. Adults, according to the survey, are wild about Halloween. Activities have increased so much in recent years that 45 percent of respondents report celebrating the holiday on a level that is at least equal to or greater than New Year's Eve. In fact, 48 percent of those surveyed said that Halloween is becoming as much a holiday for adults as for children.
In terms of spending, according to the survey, of those adults who plan to spend more money on Halloween this year, 59 percent will spend up to 25 percent more, while 29 percent will spend up to 50 percent more on such items as costumes, candy, decorations and entertainment.
"The growing popularity of Halloween among adults has created a new opportunity for retailers who are capitalizing on a holiday once celebrated primarily by children," said Emelie Smith, vice president of >Retail Industries Marketing, American Express Travel Related Services Company.
Smith said the growth in sales of Halloween-related merchandise may be attributed to a recent surge in retail, restaurant and entertainment industry Halloween tie-ins and promotions targeting adults.
According to the American Express survey, Halloween shoppers will be dividing their purchases this year among candy, costumes, and decorations. Last year, according to the National Retail Federation, Americans spent about $950 million on candy for Halloween. According to the American Express survey, candy is the number one item on the Halloween shopping list, absorbing slightly more than one quarter (26 percent) of the total budget. The remainder of the budget, according to the survey, goes toward costumes (23 percent), pumpkins (17 percent), in-home entertaining (15 percent), decorations (10 percent), and attending parties or events (9 percent).
Because of the potential for a major boost in sales, a wide array of retailers are expanding their Halloween offerings -- including supermarkets, toy stores and seasonal specialty shops.
"Halloween is one of the fastest growing holiday seasons at Kmart, second in sales only to Christmas," said Randy Williams, a seasonal buyer for the retail giant.
Discount department stores, such as Kmart, were cited by 57 percent of respondents as the preferred place to shop, according to the American Express survey. Other favored places to shop are: drug stores (27 percent), department stores (20 percent), specialty/costume shops (17 percent), and party supply stores (14 percent).
Locally, Rhode Islanders are just as enthusiastic about bobbing for apples this Halloween season. From the local joke shop with dismembered
Yes, work and not school. Most of the customers stopping by Morris Novelty won't be trick or treating in their costumes.
"We get mostly adults looking for something a little different than what you can get anywhere else," said Russ Stebenne, a Morris employee.
The hot theme this year is early 1900s garb for all of those Titanic fans.
"It's unquestionably the most popular thing this year. People want to dress like the women on the deck of the Titanic or the captain," he said.
Morris' selection of over 10,000 costumes, which are mostly for rentals, also includes items from more recent history.
"A lot of people are asking about our Monica Lewinsky costume. It's really a lot of fun," he said. The getup includes a wig, blue dress ... and a cigar. He added that while Halloween is the busiest time of year, the company has consistent rentals for corporate functions that play off various themes.
For Most Wonderful Time For The Toy Shop in Bristol, Halloween is really the start of the most wonderful time of the year.
"It kicks things off for our major Christmas season," said John Tyler, store manager.
He said the kiddies and parents start rolling in for Halloween costumes in September. They won't find the cardboard and cellophane boxed Batman costumes.
"We carry costumes that are of better quality that can be worn more than once," he said. He said while the costumes, ranging from $30-$70, are more expensive they can be used more than once and not only for Halloween.
"The kids can wear them to birthday parties or whatever without having to worry that they will fall apart," Tyler said.
The outfits include firemen, Wizard of Oz's Dorothy, Cinderella and 1950s poodle skirts. The sale of Halloween decorations are also in full force.
"We sell everything you will need," said Linda Fairbanks of Mike's Vegetable Stand in Cranston. "We have the pumpkins, gourds, bows, corn stalks and hay bails, oh tons of hay bails."
She said the items are often gobbled up beginning in late August.
Fairbanks said the decorations are a great way to keep the steady summer business going at her stand.
"People love to get into the season," she said, while selling Indian corn to a woman.
For Tim Leyden Halloween isn't about boosting his yearly business; Halloween is his business. The owner of Field of Screams, a haunted hay ride in West Greenwich, Leyden operates the business 19 days during the spooky season.
"Weather has a great deal to do with how successful we are. A rainy night takes away one of those precious 19 days," he said of the three-year-old business. "Operating a seasonal business is hard enough, but it gets even more difficult when it is dependent on the weather."
The funny thing is Field of Screams was started to supplement the company's other business, which is also seasonal. The 100-acre farm that the hay ride travels through is the Big John Leyden's Tree Farm, which sells Christmas trees. John Leyden is Tim Leyden's father.
"We tried to diversify to get another product that would support the farm," said Tim Leyden. "So far the haunted hay ride seems to be catching on. Business has been a lot better than it was the first two years." He added that advertising efforts and word of mouth has spooked up some business this year.
