Published: Monday, October 5, 2009
Trick-or-treat bags may be lighter this year
EVERETT — Your little ghost or goblin might see fewer treats this Halloween night, according to a recent retail report.
Consumers will scale back on their Halloween shopping this year, including axing their candy budgets, according to a survey from the National Retail Federation. Americans will spend an average of $56.31 on Halloween this year, down from $66.54 last year.
“The economy has caught up to Halloween,” said Tracy Mullin, president of the retail group.
Retailers don’t want to send consumers running scared from high prices. Instead, expect to see “creative costume and decorating ideas in every price point imaginable,” Mullin said.
The Everett Mall hopes to lure in consumers with a “mystery” gift card promotion. For every $50 gift card purchased, the shopper receives an additional gift card of a mystery amount, ranging from $5 to $100, said Julie Tennyson, marketing director for the mall. Just a few days into the promotion, Tennyson has been surprised at how well it’s done.
“It’s exceeded everyone’s expectations so far,” she said.
Instead of free promotional gifts, consumers tend to want cash incentives. And the gift card promotion helps shoppers stretch their dollars, Tennyson said.
Nearly 1 in 3 consumers who participated in the national retail survey say the state of the U.S. economy will affect their Halloween spending plans. About 88 percent said they’ll spend less overall while 46.5 percent said they’ll buy less candy. Using last year’s decorations or last year’s costume also were popular ways Americans plan to cut back.
Young adults, who were last year’s big Halloween spenders, will scale back dramatically this year. According to the survey, the average 18- to 24-year-old will spend $68.56 on the holiday, compared with $86.59 last year and $81.91 in 2007.
“With part-time jobs more scarce and parents unable to help out financially, many young adults have been impacted substantially by the economy,” said Phil Rist, vice president with BIGresearch, which conducts the annual survey.
About 26 percent of people participating in the survey said they’ll opt out of fall festivals and haunted houses as a way to pare down their Halloween spending.
But the operators of Haunted Hollow in the Everett Mall hope that’s not the case. The store opened in the former Steve & Barry’s location in late September.
Besides Halloween costumes and decorations, Haunted Hollow is offering fright-seekers the chance to experience their “Last Ride.” The coffin simulation ride takes you through the sounds, actions and smells of your own funeral and burial. Its cost? $6.66 plus tax. The ride is available through Halloween night.
Consumers will scale back on their Halloween shopping this year, including axing their candy budgets, according to a survey from the National Retail Federation. Americans will spend an average of $56.31 on Halloween this year, down from $66.54 last year.
“The economy has caught up to Halloween,” said Tracy Mullin, president of the retail group.
Retailers don’t want to send consumers running scared from high prices. Instead, expect to see “creative costume and decorating ideas in every price point imaginable,” Mullin said.
The Everett Mall hopes to lure in consumers with a “mystery” gift card promotion. For every $50 gift card purchased, the shopper receives an additional gift card of a mystery amount, ranging from $5 to $100, said Julie Tennyson, marketing director for the mall. Just a few days into the promotion, Tennyson has been surprised at how well it’s done.
“It’s exceeded everyone’s expectations so far,” she said.
Instead of free promotional gifts, consumers tend to want cash incentives. And the gift card promotion helps shoppers stretch their dollars, Tennyson said.
Nearly 1 in 3 consumers who participated in the national retail survey say the state of the U.S. economy will affect their Halloween spending plans. About 88 percent said they’ll spend less overall while 46.5 percent said they’ll buy less candy. Using last year’s decorations or last year’s costume also were popular ways Americans plan to cut back.
Young adults, who were last year’s big Halloween spenders, will scale back dramatically this year. According to the survey, the average 18- to 24-year-old will spend $68.56 on the holiday, compared with $86.59 last year and $81.91 in 2007.
“With part-time jobs more scarce and parents unable to help out financially, many young adults have been impacted substantially by the economy,” said Phil Rist, vice president with BIGresearch, which conducts the annual survey.
About 26 percent of people participating in the survey said they’ll opt out of fall festivals and haunted houses as a way to pare down their Halloween spending.
But the operators of Haunted Hollow in the Everett Mall hope that’s not the case. The store opened in the former Steve & Barry’s location in late September.
Besides Halloween costumes and decorations, Haunted Hollow is offering fright-seekers the chance to experience their “Last Ride.” The coffin simulation ride takes you through the sounds, actions and smells of your own funeral and burial. Its cost? $6.66 plus tax. The ride is available through Halloween night.
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