Pop culture, election reflected in Halloween costumes

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Pop culture, election reflected in Halloween costumes

Posted Monday, October 13, 2008

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As more people plan to celebrate Halloween this year, consumers are looking to Hollywood and the upcoming election as their inspiration for costumes. According to the National Retail Federation’s 2008 Halloween Consumer Intentions and Actions survey, conducted by BIGresearch, an estimated 51.8 million adults plan to don some sort of costume for the big night. Their children – and pets – will also dress up for the occasion.

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 by choosing from personas Hannah Montana (#3), and Star Wars characters (#6). Other popular children’s costumes include the top-ranked princess (10.5 percent), witch (3.9 percent), Spider-Man (3.5 percent) and pirate (3.3 percent).

“Hollywood has tremendous influence over what adults, children and even pets wear on Halloween,” said Tracy Mullin, NRF President and CEO. “Consumers who have their heart set on a particular Halloween costume should start shopping now because the most popular items will go quickly.”

Thanks to this year’s blockbuster hit The Dark Knight, Batman landed a spot on all three lists, coming in at No. 6 for adults, No. 8 for children and No. 16 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.

“Halloween will serve as a nice reprieve for many Americans this year,” said Phil Rist, Vice President of Strategy at BIGresearch. “Whether they host their own party or hit the streets trick-or-treating with their children, consumers want Halloween costumes to reflect their creativity.”

Total Halloween spending for 2008 is estimated to reach $5.77 billion.