Sep 24, 2007

Halloween Sales Leave Retailers With Nothing to FearBy NFR.com

Washington, DC, September 24, 2007 – With the year’s spookiest holiday approaching, consumers are looking to celebrate. According to the National Retail Federation’s Halloween Consumer Intentions and Actions Survey, conducted by BIGresearch, consumers are expected to spend more on Halloween this year than last year, with the average person planning to spend $64.82 on the holiday compared to $59.06 one year ago. Total Halloween spending for 2007 is estimated to reach $5.07 billion.*

“Halloween should give retailers a nice boost in sales as they open the crucial fourth quarter.” said Tracy Mullin, President and CEO of NRF. “This is the time of year that retailers are at their best, stocking the shelves with new and innovative product to help consumers celebrate in style.”

Halloween party-goers are bobbing for more than just apples. They’ll also be on the lookout for candy, costumes and decorations. The average person will spend $23.33 on Halloween costumes (including children’s and pet’s costumes), though young adults will spend far more. In fact, according to the survey, 18-24 year-olds plan to be the most festive, spending $34.06 on costumes, nearly twice as much as they plan to spend on candy ($19.65). According to the survey, average spending will rise in all categories, including candy ($19.84, decorations ($17.73) and greeting cards ($3.92).

“Halloween is often a time for consumers to set aside their real concerns to focus on the imaginary,” said Phil Rist, Vice President of Strategy for BIGresearch. “As news about the economy floods the airwaves, many Americans want to take a break from reality to have a bit of fun.”

The most popular activity on Halloween this year will be handing out candy, with nearly three-fourths (72.9%) of consumers planning to stay home to hand out treats. Other popular activities will include pumpkin carving (43.3%), decorating a home and/or yard (47.8%), and throwing or attending a Halloween party (28.3%).

The NRF 2007 Halloween Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the Halloween season. The survey, which polled 8,877 consumers, was conducted for NRF by BIGresearch from September 4-11. The consumer poll has a margin of error of plus or minus 1.0 percent.

BIGresearch is a consumer market intelligence firm that provides unique consumer insights that are gathered online utilizing very large sample sizes. BIGresearch’s syndicated Consumer Intentions and Actions survey monitors the pulse of more than 7,000 consumers each month to empower its clients with unique insights for identifying opportunities in a fragmented and changing marketplace.

The National Retail Federation is the world’s largest retail trade association, with membership that comprises all retail formats and channels of distribution including department, specialty, discount, catalog, Internet, independent stores, chain restaurants, drug stores and grocery stores as well as the industry’s key trading partners of retail goods and services. NRF represents an industry with more than 1.4 million U.S. retail establishments, more than 23 million employees – about one in five American workers – and 2006 sales of $4.7 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations. www.nrf.com