Editor's note: This article appeared in the October 29, 2008, edition of Quirk's e-newsletter.
Nearly two-thirds of Americans plan to celebrate Halloween this year and will spend an average of $66.54, according to a study conducted by BIGresearch, Worthington, Ohio, on behalf of the National Retail Federation, Washington, D.C. Halloween spending for 2008 is expected to reach $5.8 billion, up from $5.07 billion last year. Halloween remains most popular with young adults, as 18-24-year-olds plan to spend $86.59 on the holiday, the most of any group.
Consumers will spend an average of $24.17 on Halloween costumes (including costumes for adults, children and pets) in 2008. While traditional costumes like witches (14.9 percent), pirates (4.4 percent) and cats (2.5 percent) remain favorites among adults, children are adding a bit more flair with Hannah Montana and Star Wars characters costumes. The top 10 most-popular children's costumes are princess, witch, Hannah Montana, Spider-Man, pirate, Star Wars character, pumpkin, Batman, Disney princess and athlete.
Thanks to this year's blockbuster hit The Dark Knight, Batman landed a spot on all three lists, coming in sixth for adults, eighth for children and 16th for four-legged friends. The upcoming election will also play a role in costume selection this year as 574,000 adults plan to dress up as a political figure.