By Haddon Libby
According to the National Retail Federation, Americans will spend nearly $8 billion on Halloween this year which or nearly $93 per person, up 12% from last year. When you consider that one-third of the population will not spend anything on the holiday, this equates to $139 per participant.
Halloween represents ‘only’ 3% of the money that Americans spend on holidays annually. Overall, Americans are expected to spend approximately one-quarter of one TRILLION dollars on holidays this year, excluding alcohol sales. Christmas is most popular with nearly $150 billion in spending followed by Thanksgiving at $32 billion. Valentine’s Day comes in third at $20 billion followed by Mother’s Day, Easter, Father’s Day’s and then Halloween.
Typically, the younger you are, the most likely it is that you will participate in the scariest of holidays (neither Tax Day or Election Day count). Nine in ten 18-24 year olds celebrate with 75% wearing costumes while only four in ten people over 65 will do anything (25% dressing up).
People spend approximately $47 on their costumes, $40 on candy/treats, $37 on decorations and $2 on greeting cards. Eleven percent of us will dress up their pets (poor Fluffy and Fido).
Does your costume say anything about you? Psychology Today considered this question in a study of 18-24 year-olds. They found that most costumes suggest some subliminal statement…not a great surprise…they are Psychology Today after all.
Overall, Halloween was a chance for this age group to express their sexuality, an important element in their development for marriage. Kit Yarrow, Ph.D., believes that this holiday is the one time that many get to show their unfettered sexual side (Freud would be proud of Yarrow). The rest of the year, they are developing other critical elements of their personality such their career, sense of humor and video gaming talents (I added the last one).
Yarrow found that most women dress in more subservient sexy costumes like nurses, maids and schoolgirls while most men dress as saviors like Tarzan, pirates or superheroes. Generally speaking, she believes that these costumes represented the opposite of what a person feels about themselves.
The most popular costume for women is a witch. Yarrow states that characters like witches, grim reapers and other predators are reflective of someone feeling less certain about their future while costumes that pick up on current popular culture icons are meant as a way of connecting with others.
Influenster polled 42,000 Americans on their choices for Halloween costumes this year. Here in California Alice from Wonderland is the top choice. Arizona and New Mexico it is Sugar Skulls while Texans and Virginians like their Skulls unsugared. Nebraska and South Dakota will have a bunch of princesses running around and Massachusetts is the home to Fairies. In Utah, cops rule while Nevada is a bunch of pumpkins…pumpkins?…really?? Connecticut and Iowa will have a bunch of pussycats flitting about while New Jersey will feature Flapper Girls. Illinois will be the land of Minions from the Despicable Me film series. In Minnesota, the land of lakes, mermaids will be freezing their tails off.
So what is the most popular candy that Trick or Treaters will receive? Influenster found Life Savers to be the most popular candy in California. Alabama loves their AirHeads while Alaskans like their Snickers. Arizonans is a bit fancier with Toblerone while Texans like their Candy Corn. Florida is Nestle Crunch country while nobody messes with Idaho’s Butterfingers. Michigan is the land of M&Ms, while Maine likes their Starbursts. Louisiana favor Swedish Fish, North Dakota Sour Patch Kids and South Dakota, Laffy Taffy…whatever that is. Utah enjoys their Nerds while West Virginia likes their Oreos.
