| Halloween and Young Adults |
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It might become difficult to convince children later in their life as to why they cannot go to Halloween parties as young adults when they were allowed to participate as children. Up to 65% of young adults between the ages of 14-25 participate in Halloween parties according to some estimates. The media and retailers are working hard to change the image of Halloween from a children’s holiday to a broader adult festival. Here is a sample: NRF President and CEO, Tracy Mullin, says "For many retailers, Halloween represents the big kick-off to the fourth quarter. Consumers are pulling out all of the stops when it comes to decorating their homes and yards and wearing elaborate costumes, making Halloween an important holiday for retailers." A huge spending surge is expected to come from young adults 18-24, who will increase their spending by 30 percent this year over last ($50.75 average this year vs. $38.90 last year). Additionally, spending by 25-34 year-olds is expected to rise 13.9 percent ($62.45 vs. $54.80). Phil Rist, Vice President of Strategy for BIGresearch, notes "With more young adults getting in the spirit by throwing parties and having elaborate pumpkin carving contests, Halloween is no longer considered a children's holiday." |