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Hallloween Spending Is Over $3 Billion
Halloween Decorations Market Has Grown into a $3 Billion Business
Halloween is Second Only to Christmas in the Holiday Decorations Market, According to a New Study from Unity Marketing
STEVENS, Pa.--(BUSINESS WIRE)--When it comes to decorating for Halloween, it isn't enough any more to spend a few dollars at the farm stand for a pumpkin to carve. This year Halloween decorating has gone over the top with items like the full-sized animated Halloween witch, available for $229 from the Grandin Road catalog.
In 2006 American consumers spent $3.2 billion buying Halloween decorations, which is more than 21 percent over sales in 2005. This makes Halloween second only to Christmas in decorations sales, according to a new study of the seasonal decorations market from Unity Marketing.
"We expect this Halloween season to be even stronger thanks to people's fascination with ghosts and the supernatural spawned by popular cable shows like The Travel Channel's Most Haunted and SciFi's Ghost Hunters," said Pam Danziger, president of Unity Marketing and author of Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience. "And its not just Halloween decorations that are in demand this fall. About $5 billion of the industry's $19.2 billion in retail sales were generated from fall decorations, including back-to-school, Halloween, Thanksgiving and harvest home seasonal decorations."
These statistics and more about the seasonal decorations market are available in a new Unity Marketing market research study, The Seasonal Decorations Report, 2007 Update. It is based upon research conducted with active holiday and seasonal decorations buyers, including results of surveys of 2,000 consumers in 2005 and 2006.
With a focus on the consumer, their needs, desires and preferences, this research study includes research data and statistics about market size and growth in the $19.3 billion decorations industry, including sales by holiday and season, by type of indoor and outdoor decorations and channels of distribution. It also provides growth statistics from 2003 to 2006 and sales projections through 2015.
For more information on the new report, visit http://www.unitymarketingonline.com/cms_christmas/christmas.php or call Unity Marketing at 717-336-1600.
For media: Charts, tables and graphs are available on request.
About Pam Danziger and Unity Marketing
Pamela N. Danziger is an internationally recognized expert specializing in consumer insights, especially for marketers and retailers that sell luxury goods and experiences to the masses or the ‘classes.’ She is president of Unity Marketing, a marketing consulting firm she founded in 1992.
Advising such clients as PPR, Diageo, Stearns & Foster, Waterford/Wedgwood, Prudential Fine Homes, Ritz Carlton, Orient-Express Hotels, The World Gold Council, The Conference Board and American Express, Danziger taps consumer psychology to help clients navigate and master the changing luxury consumer marketplace.
In recognition of her ground-breaking work in the luxury consumer market, Pam received the Global Luxury Award presented by Harper’s Bazaar for top luxury industry achievers in 2007.
Her latest book is Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience, published by Kaplan Publishing in October 2006. Her other books include Let Them Eat Cake: Marketing Luxury to the Masses—as well as the Classes, (Dearborn Trade Publishing, $27, hardcover) and Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior (Chicago: Dearborn Trade Publishing, 2004).
Contacts
Unity Marketing
Pam Danziger, 717-336-1600
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