By  on September 25, 2012

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.

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