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Halloween Is a $6.9 Billion Unstoppable American Cultural Juggernaut

Halloween Is a $6.9 Billion Unstoppable American Cultural Juggernaut
Photograph by Genevieve Morrison

Here’s some good news for those worried about the fracturing of our culture: The majority of Americans still celebrate Halloween. Almost 66 percent of adults, in fact, according to the latest survey by the National Retail Federation. There’s no red-state, blue-state, or purple-state divide (costumes are another matter); men and women are equally likely to participate; millennials, baby boomers, and pets, too. Overall, an estimated 158 million people will do something on Halloween and spend some $6.9 billion doing it.

The tough economy will have an impact, though. Those earning less than $50,000 a year aren’t as likely to shell out for costumes and candy as those making more, and everyone surveyed said they’ll spend a little less than last year: $75.03 compared with $79.82.