Who Profits From Halloween?

But it is the discounters like Target and Wal-Mart who will be the biggest winners, says Eli Portnoy, chief brand strategist at The Portnoy Group, a marketing consulting firm. "The discounters are attracting customers who still want to enjoy the holiday but are looking for candy, decorations and costumes at value prices," he says.

Halloween spending patterns appear to be mimicking those of the 2002 recession, according to the NRF. Even though consumers at the time were uncertain about the economy, Halloween sales were on par with those of the previous year, with the average consumer spending $44.20 compared to $44.50 in 2001. The NRF expects to see some of the same patterns this year as the number of people who plan to celebrate is up, and consumers plan to spend moderately more than last year ($66.54 this year, compared to $64.82 last year).

"Americans may be giving up spending in many areas, but they still want to have fun," Portnoy says. "These little events are a way to escape the current economic woes. You can dress up and be someone else for a few hours."