One-Third Say Halloween is Chance to Escape from Concerns, Including Scary Economy and Election, in SHOP.COM(TM) Survey
2008-10-22 01:26:01 -
- for SHOP.COM Briana Papa, 646-502-3573 bpapa@stantoncrenshaw.com Downturn aside, consumers plan to celebrate Halloween with spirit, with one in three survey respondents citing the holiday as an opportunity to have fun and escape from daily concerns and nearly 40 percent of individuals saying they do not plan to spend less this year versus previous years. Results of the online Halloween survey by SHOP.COM (www.shop.com), the destination comparison shopping engine for women, correlate with the National Retail Federation's prediction that Halloween sales will rise 14 percent to $5.7 billion.
The research shows that dressing up in a costume (mentioned by 66 percent), giving out candy and carving a pumpkin (each 52 percent), as well as attending or throwing a party (48 percent) are popular ways to mark the occasion. When asked why they like to celebrate Halloween, survey respondents said it's a chance to retreat from realities (33 percent), followed by the enticement of candy (21 percent).
Sign of the times: What's spooking us the most?
More than one in four (42 percent) of those asked said the economy is scaring them the most, followed by the presidential election (29 percent) and the price of gas (18 percent) and food (11 percent).
"It may be frightful times, but many shoppers are happy to spend on Halloween," said Mondy Beller, senior vice president of marketing for SHOP.COM. "Economic realites do demand that savvy shoppers look for ways to save precious money and time, which is what SHOP.COM provides."
If I could be somebody else...
The survey results also revealed who people would most like to be for Halloween. Among women, Dorothy from The Wizard of Oz, which marks its 70th anniversary this year, and Princess Leia were top picks, garnering 17 percent and 10 percent of responses, respectively. Male respondents named The Joker (21 percent) and Indiana Jones (14 percent). Angelina Joie and Brad Pitt is the celebrity couple most cited by respondents with a significant other (29 percent). Despite topping headlines, Sarah and Todd Palin were named by only six percent of respondents. Kid costumes of choice include perennial favorites: a vampire (20 percent), princess (18 percent), witch (14 percent) and Hannah Montana (12 percent).
SHOP.COM's survey also showed that most pets will go without a costume this year - - more than half (53 percent) said they will not be dressing their pet in a Halloween outfit.
The online survey of 423 consumers was conducted by SHOP.COM on its lifestyle blog, The Shopping Vine www.theshoppingvine.com, in October 2008.
About SHOP.COM
SHOP.COM is the destination comparison shopping engine that merchandises to women and leverages the multi-merchant features of its patented OneCart(R) technology. Designed with the busy woman in mind, SHOP.COM offers an authoritative selection of products from well-known brand name merchants and high quality specialty retailers. Privately-held, SHOP.COM is a California-based company with offices in New York City and London. For more information, visit the company's website at www.SHOP.com.
Brangelina, Dorothy from The Wizard of Oz, The Joker and Vampires
Among Choice Costumes on Oct. 31
