Today is Halloween. And from everything that I’ve seen and read over the last few weeks when it comes to celebrating Halloween, I am a freak. I am not dressing up in costume. I have not purchased any scary decorations and I’m not giving out any candy – unless you count that small basket of mini Twix bars and Hershey’s Kisses on my desk.

Last year, the National Retail Federation (NRF) in conjunction with BIGresearch reported that consumers spent in excess of $3.29 billion on Halloween for 2005, up 5.4 percent from $3.12 billion in 2004. Much of the increase in spending is expected came from young adults.

This years figures are estimated to top that. This year’s NRF 2006 Halloween Consumer Intentions and Actions Survey predicts consumers will spend $4.96 billion on Halloween. Much of the increase is attributed to a surge in celebrating.

Here are some findings from the study:

·The average consumer celebrating Halloween will spend $59.06 on Halloween, compared to $48.48 last year.

·63.8 percent of consumers will celebrate Halloween this year, compared to 52.5 percent that celebrated last year.

·With Halloween falling on a Tuesday this year, some expect to participate in Halloween activities the weekend before. Young adults, in particular, may spend several days celebrating.

·31.8 percent plan to take children trick-or-treating in 2006.

·29.7 percent of those responding are planning to throw or attend a Halloween party.

·Haunted house visits are planned by 17.2 percent of Halloween consumers.

·Halloween continues as one of the biggest decorating holidays of the year, second only to Christmas. 67.0 percent of consumers plan to purchase Halloween decor and 48.6 percent plan to decorate their home or yard. Consumers will spend approximately $1.31 billion on decorations, an average of $15.63 for those planning purchases.

·$1.57 billion will be spent on candy, with 95.7 percent of consumers buying. The average consumer plans to spend $18.72, and 73.4 percent plan on handing out candy to trick-or-treaters and others.

·Costumes are expected to increase in popularity this year with consumers spending $21.57 on average and 34 percent plan to dress in costume. Total spending on costumes, including children’s, is expected to reach $1.81 billion.

·Because it is not a gift giving or an apparel holiday, Halloween ranks lower than other annual holidays in terms of spending. Halloween remains the sixth-largest spending holiday after: Winter Holidays ($457.4 billion estimated), Valentine’s Day ($13.70 billion), Easter ($12.63 billion), Mother’s Day ($13.80 billion), and Father’s Day ($9.01 billion).

When did all this Halloween hoopla happen? Halloween has become a huge holiday that requires tons of decorations and ornaments (I saw a pine tree with Halloween ornaments lat week), special scary dishware (not paper plates), and frighteningly elborate food (yesterday I heard a radio ad for the grocery chain Trader Joes’s that advocated giving out TJ’s pot stickers to all the ghouls and goblins that showed up on your door step).

And don’t forget about the costumes. Last year people were flocking to the Web in droves to search for “sexy Halloween costumes.” Scary stuff.

But the good news is that online marketers are able to make hay with stepped up consumer holiday spending and that includes Halloween items. Let me know if Halloween was a trick or a treat for your online marketing efforts. lisap@revenuetoday.com