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According to Coppens, it''s the teen market, which has long been avoided by vendors and mass retailers alike when it comes to Halloween, that may provide a growth opportunity. This fickle group tends to shun manufacturers costumes, but a new line from Disguise addresses the often warped sense of humor: A teenage witch "with attitude," a deranged doctor, a creepy doll, a gothic princess and even a dead cheerleader have been developed. "Some of the more upscale mass retailers may take this line," said Coppens.
According to the National Retail Federation (NRF), Halloween is now a $5 billion industry, and the American Express Retail Index reported that consumers spent an average of $98 last year on the holiday, an increase of 21% from 1998. In fact, Halloween''s popularity with consumers has grown consistently for the past two years.Halloween, however, falls on a Tuesday this year, so the weekday event may lack the drawing power of the past three years when it fell on the more festive weekend. Sales for 2000 aren''t expected to increase and will likely remain flat due to the timing, but retailers seem not to be deterred as they focus on capturing market share to boost the Halloween business.
"The good [retailers] are aggressively trying to capture the business from those who are scaling back," said Arnold Menis, sales manager, Rubies Costume Co. He estimates that the adult portion of the business will be the hardest hit, likely running flat or decreasing up to 5%. To counter this, companies such as Rubies and Disguise Inc., the two largest suppliers to the national chains, are developing extended accessories lines and special merchandising initiatives for added sales.Look for retailers to display Halloween wares in more specialized boutique-like departments, according to Jeff Coppens, director of marketing and product development for Disguise Inc. By displaying accessories along with costumes, retailers can appeal not just to kids but adults as well. "This merchandising is going to be important," he said. "Costumes are selling that have more styling to them. Price is important, but not the determining factor. The smart retailers are offering more to their customers."
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