Shopping in America Survey: Halloween No Spook to Consumer Spending; Costumes to Be Inspired by Harry Potter, Star Wars, Paris Hilton, Michael Jackson

Business Wire, Sept 27, 2005

SANTA MONICA, Calif. -- Neighborhoods will soon be filled with Harry Potter and Star Wars-clad trick-or-treaters, shows the Shopping in America Halloween 2005 survey conducted for The Macerich Company (NYSE:MAC) by August Partners. The national survey of more than 4,300 shoppers reveals that consumers plan to spend an average of $51.00 -- up 3.6 percent from 2004 -- on Halloween-related purchases this year.

Halloween Activities and Spending

The majority (58 percent) of American shoppers plan to take part in Halloween activities, according to the survey. Parties with friends and relatives ranked as the most popular pastime (selected by 50 percent of participants), followed by trick-or-treating and handing out treats (both 38 percent).

Separately, 44 percent of Halloween revelers will trick-or-treat this year, up slightly from 41 percent in 2004. The majority (60 percent) will wear a costume, also slightly higher compared to last year (56 percent). Twenty-one (21) percent of pet owners plan to dress up their pets.

"Consumers continue to show an interest in all things Halloween -- whether parties, costumes or the traditional trick-or-treating," said Garry Butcher, vice president of marketing and consumer research for The Macerich Company. "Shoppers in the southern region of the country plan to spend the most for their Fright Night fun at $55.77 -- above the national average of $51.03. Northeasterners will spend the least at $47.19."

Halloween Spending - 2005
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    Total         West         Midwest         South       Northeast
------------- ------------- -------------- ------------- -------------
   $51.03        $50.22        $48.09         $55.77        $47.19

Higher household income shoppers will spend more on Halloween than lower household income shoppers. Those in the $200,000 category will spend the most at $80.15, while the $30,000-$40,000 segment will spend the least at $40.69.

Top Costume Categories

For those dressing-up this Halloween, Harry Potter, Star Wars, Batman, and the Fantastic Four will inspire the most popular television/movie character costumes, according to the survey. Shoppers ranked headline grabbers Paris Hilton, Michael Jackson, Jessica Simpson, and the Tom Cruise/Katie Holmes duo as the most popular celebrity costume inspirations for 2005.

Top Character Costumes
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Harry Potter                                                       21%
Star Wars                                                          18%
Batman                                                             14%
Fantastic Four                                                     12%
Dora the Explorer                                                   9%
Napoleon Dynamite                                                   6%
Dukes of Hazzard                                                    6%
Sponge Bob Square Pants                                             5%
Charlie and the Chocolate Factory                                   5%
Family Guy                                                          3%

Top Celebrity Costumes
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Paris Hilton                                                       17%
Michael Jackson                                                    16%
Jessica Simpson                                                    13%
Tom Cruise/Katie Holmes                                            11%
Britney Spears/Kevin Federline                                      8%
Martha Stewart                                                      8%
Donald Trump                                                        6%
Dave Chapelle                                                       6%
Lance Armstrong                                                     2%
Not Sure/Don't Know                                                13%

Shoppers named scary looks, TV/movie characters, and fantasy looks as the top overall costume categories.

Top Costume Categories
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Scary/Evil                                                         25%
TV/Movie Character                                                 20%
Fantasy                                                            19%
Occupation                                                         11%
Period Costume                                                      9%
Humorous                                                            8%
Animal                                                              5%
Celebrity                                                           3%

Costume Shopping and Inspiration

According to the survey, creative expression (26 percent), entertainment (23 percent), tradition (12 percent), and trendiness (10 percent) will be the greatest influences on costumes this season. Friends/family (8 percent), news headlines (3 percent) and politics (2 percent) will have less of an influence. About 16 percent of respondents were not sure what would inspire their costumes.