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"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."

Yet the question remains: Why is Halloween the festival that is expanding now? We indulge in speculation: People (especially baby boomer parents) are more accepting of fantasy and play these days. There is no other nationwide occasion that allows people to indulge in a carnival atmosphere. The overworked, affluent folk who respond to Martha Stewart''s upscale homemaking advice are also receptive to the sprucing up of Halloween--and Halloween provides an unusual array of possibilities, from the creepy to the cuddly, for re-creating an idealized version of the holiday one remembers from childhood.

If festivals reveal something about the concerns of our culture, we have to wonder about the meaning of this new emphasis on Halloween. What does it tell us about Americans at the turn of the 21st century?Well, perhaps not all that much. In a consumer culture that is now enjoying a sustained period of prosperity, the expanded celebration of Halloween may simply reveal that Americans have found another way to spend money. Those cute witch-hat lights and glass Halloween ornaments sell because somebody has the money to make them and somebody else has the money to buy them. Leigh Schmidt of Princeton University, who has studied the development of holidays and their intimate connection to commercial forces, says that the market always works to expand and extend holidays, encouraging more elaborate ways to celebrate.

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