According to the National Retail Federation, the Halloween market is expected to generate nearly $7 billion in sales in 2001.
Acknowledging the shaky economy and general uncertainty following the attacks of September 11, the NRF survey nonetheless estimated that U.S. households will spend about $45 on candy, costumes and party decorations. Consumers ages 18 to 24 will spend an average of $68 on Halloween-related items, according to the survey's estimates. During the 1990s, Halloween rose dramatically as a retail selling season, eclipsing all but Christmas.
The NRF suggested that for many consumers, Halloween – not Thanksgiving – now marks the beginning of the fall decorating season.
“We find it encouraging that many consumers are so enthusiastic about celebrating the Halloween season,” said Tracy Mullin, president and ceo of the retail trade association. “This is perhaps the first tangible sign that the shock of September 11 is beginning to subside and consumers are eager to get on with their lives.”