Halloween is becoming steadily bigger business, it's second only to Christmas among consumers — and that's largely credited to adults.
According to a study by the National Retail Federation on Halloween spending, 47 percent of people ages 45 to 54 said they would participate in Halloween this year, and a quarter said they would dress in some sort of costume, each spending just over $30 a costume. With costume companies across the country reporting that their adult lines have overtaken or are about to overtake their children's lines, it appears that Halloween has grown up.
The U.S. Census Bureau says the number of young trick-or-treaters across the country is declining. The estimated number of 5- to 13-year-olds decreased by 381,000 from 2003 to 2004. In Austin, the number of 5- to 14-year-olds slipped from 78,335 in 2000 to 76,354 in 2004.
Earlier this year, the head of the Toy Industry Association told its members that "Halloween has expanded from a one-day event for mostly younger children (trick-or-treating) to a celebration that involves teens and adults as well. Halloween parties in homes, schools and offices allow all age groups to 'act like kids again.' "
Halloween "gives people who are normally stressed out and/or emotionally restrained a chance to let loose, get spooky, scary, naughty and even sexy without being judged," notes the Web site of the Reno-based Halloween Advertising Agency.