TodayHalloween offers distraction from economy
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Forget comfort food. Amid headlines heralding the second Great Depression (yeah, ask your grandparents what they think of that), it seems America is consoling itself with a bit of retail therapy.
The National Retail Federation’s Halloween consumer intentions and actions survey, conducted by BIGresearch, finds that consumers plan to spend more on Halloween this year than last, going from an average $64.82 per person to $66.54.
Here’s how that breaks down: People will spend an average of $24.17 on Halloween costumes (including costumes for adults, children, and pets). They’ll spend $20.39 on candy, $18.25 on decorations and $3.73 on greeting cards.
What’s interesting is that this study comes at the same time that other surveys have found that Americans intend to cut back on their Christmas spending compared to last year. Things could always change between now and December, but as of now it looks like they believe Halloween is a better investment than Christmas.
If you have a kid, you know why. Halloween may just be the most joyful holiday of the year for kids. There’s none of the pressure that comes at Christmas – you better be good or else Santa won’t come!
There’s a much bigger reward than at Thanksgiving, especially for turkey abstainers. The payoff lasts longer than Easter, where you might get a handful of jellybeans and, if the Easter bunny’s feeling particularly practical, a pair of socks instead of toys.
But Halloween, well, Halloween’s payoff can last for months with proper planning. Target the biggest number of houses (our babysitter’s still trying to figure out a grid to hit every house in her neighborhood) for the biggest haul, and freeze half the candy to make it last longer. Also, be sure mom and dad aren’t snitching Snickers while you’re at school.
But I digress. The significance of the holiday this year is that it may serve to soothe our frayed nerves after weeks of Dow disasters, presidential politicking and general bad newsiness.
“Consumers — who have been anxious and uncertain for the past several months — may be looking at Halloween as an opportunity to forget the stresses of daily life and just have a little fun,” says Tracy Mullin, president of the National Retail Federation.
Parents, especially, will be engaging in Halloween hijinks. Thirty-three percent of those surveyed by the NRF plan to take their kids trick or treating, while 73 percent plan to hand out candy.
And many are in the throes of costume planning. At my son’s preschool, the kids have been talking about their Halloween outfits for weeks. One boy is going to be a Power Ranger and another Batman.
My unlucky best friend is trying to devise a hacksaw costume for her son, one year after tracking down a whale suit. I’m thanking the heavens that our son has been commercialized — he’s already got a Darth Vader mask and gown from the store.
This isn’t the first time the NRF has noted an up tick in interest in Halloween during tumultuous times. In a similar survey in 2002, a year after the Sept. 11 attacks and in the midst of another economic downturn, Halloween spending was also strong.
The NRF says consumers saw it as a time to let loose during an otherwise tense period, a chance to enjoy some escapism.
I think that’s especially true for parents. Everyone is worried about the economy, obviously, but we’re perhaps more concerned because we’re not just thinking about ourselves. We’re thinking about those who are dependent on us as well.
So enjoy yourself this Halloween and try to keep your mind off the headlines for at least a few hours. I know I’m looking forward to that most sacred of Halloween rituals: Raiding my son’s candy bag after he’s gone into a sugar coma.
Toni Fitzgerald is the mother of one. She welcomes questions for future parenting columns about kids, families and staying sane in the presence of both. You can contact her at tonifitz@yahoo.com.
