Growing enthusiasm among Americans for Halloween celebrations might not translate into higher sales of dresses and jeans, but it’s having an uplifting effect on the market for costumes.
A survey conducted for the National Retail Federation by BIGinsight showed the percentage of Americans planning to participate in Halloween activities at its highest level in the 10 years of the study’s existence — rising to 71.5 percent from 68.6 percent in 2011 and just 52.5 percent in 2005. Among the 9,393 adults queried, 45 percent said they would dress in costume for this year’s holiday, up from 43.9 percent in 2011 and 31.5 percent in 2005. Seven years ago, just over a quarter — 25.2 percent — said they expected to host or attend a Halloween party, a number that rose to 36.2 percent in this year’s survey.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)