Who Profits From Halloween?

Sarah Saves The Season

Sarah Palin rubber masks are difficult to come by since she was chosen as McCain's running mate so close to the start of the Halloween selling season -- which left manufacturers unprepared. But even though the masks had a late delivery at retailer Party City, stores can't keep them on the shelves, says Bill Furtkevic, vice president of marketing for the party supply store.

"While celebrities dominated Halloween over the past few years, this year there has been a lack of gossip in the news and lack of celebrity rehabs," says Todd Kenig, CEO of Ricky's, a New York City costume store. "So instead it's all about politics. Let's face it, if it weren't for Sarah Palin, things would be boring."

Ricky's also released a Joe the Plumber costume this week, just in the nick of time.

A Holiday For All Ages

Adults' increased involvement in Halloween is expected to help propel retail sales. This year, 51.8 million adults plan to don a costume for the night and the biggest spenders are those in the 18- to 24-year-old range. They say they will spend an average of $86.59 for Halloween preparations -- more than any other demographic spends, according to the NRF.

"Though the economy is struggling, Halloween sales may be a bright spot for retailers this fall," Mullin says. "Consumers -- who have been anxious and uncertain for the past several months -- may be looking at Halloween as an opportunity to forget the stresses of daily life and just have a little fun."

And with Halloween falling on a Friday, retailers anticipate people will be celebrating all weekend, which could result in the purchasing of multiple costumes.

While the next two weeks are most important for Halloween sales, specialty seasonal stores -- like Abracadabra Superstore in New York City and Spirit Halloween -- report that they are currently in line with last year's sales and are on target to meet expectations. Ricky's same-store sales are currently trending up about 5 percent, the company says.