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- According to a survey by the International Mass Retail
Association, nearly all Americans (82%) are purchasing candy, costumes,
decorations, and other items for Halloween. According to the survey, nearly
one-quarter (23%) of the adult population plans to attend a Halloween party
this year. This number is significantly higher among younger adults. Nearly
half of those age 18-24 (44%) will attend a party, followed by more than
one-third of those age 25-34 (34%).
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- This continues a trend the IMRA noted last year: that
one- third of all adults, (nearly two-thirds (62%) between ages 18-24,
44% of 25-34 year-olds and 40% of those age 35-44) planned to dress up
for the holiday. Halloween has become the number two retail holiday behind
Christmas with the average American projected to spend $36 on Halloween
items. Younger adults, particularly those likely to have young children,
will spend the most-adults age 35-44 will spend $50 on average; those age
18-24 will spend $42 on average; and adults age 25-34 will spend $41 on
average.
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- Halloween has long been recognized as the leading candy
holiday, and this continues to hold true with three-quarters of the population
planning to buy candy for Halloween. However, IMRA retail members report
that costumes for both adults and children, as well as home decorations
and party goods are equally important categories. According to IMRA's survey,
almost one-third of adults will buy costumes (30%) and decorations (29%)
for Halloween. In addition, consumers are also purchasing party supplies
(14%) and cards (13%).
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- Other IMRA Halloween Facts: * Men are likely to spend
more ($43 average) than women ($29) on Halloween, and more likely to attend
parties (25%) than women (21%). * Consumers in the West will spend the
most on Halloween ($51), followed by the Northeast ($42), Midwest ($30)
and South ($27). * According to the Chocolate Manufacturer's Association,
an estimated $1.5 billion will be spent on candy this Halloween.
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- And part of Halloween's growth as a business is because
the Internet is makes spending money on it even easier. According to E-Buyers
Guide.com in: Business Wire, October 18, 1999: *39% of consumers polled
said they plan to shop online for supplies this year, whereas only 3% said
they had done so last year * Almost all online Halloween shopping will
be completed in the final 13 shopping days before October 31 *40% of consumers
polled said they will spend between $25 and $75 for their Halloween online
shopping *The top five items on respondents shopping lists, in order of
importance, are adult costumes, candy, decorations, children's costumes,
and books.
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- Yeah, books. One assumes these books are not about St.
Patrick's Day and that not all of them are "how-to" books on
pumpkin carving or cooking candied apples.
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- Happy Halloween!
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