Most adults and youngsters participate in Halloween—whether at a party, trick-or-treating or passing out candy. According to a survey by the International Mass Retail Association, nearly all Americans (82%) are purchasing candy, costumes, decorations, and other items for Halloween.

This is particularly true for Gen Xers and younger Baby Boomers. According to IMRA's year 2000 survey, nearly one-quarter (23%) of the adult population planned to attend a Halloween party that year. This number is significantly higher among younger adults—nearly half of those age 18-24 (44%) will attend a party, followed by more than one-third of those age 25-34 (34%).

"Halloween is becoming as much a holiday for adults as it is for children," said IMRA President Robert J. Verdisco.

"This continues a trend we saw last year, when we discovered that one-third of adults planned to dress up for the holiday," said Verdisco.  It was even higher for younger adults:  nearly two-thirds (62%) of all adults between ages 18-24 planned to wear costumes, followed by 44% of the 25-34 year-olds and 40% of those age 35-44. 

"In addition, younger adults are also spending significantly more on items for Halloween," said Verdisco. "This explains why Halloween has become the number two retail holiday behind Christmas."

No surprise that boomers helped heat up Halloween. Through sheer numbers, the post-World-War-II generation has been the most dominant marketing target of the past half-century. Dual incomes and fewer children than the previous generation add up to more disposable income. And young adults are following in their foot-steps. As Halloween becomes more popular, consumers begin shopping earlier. Twenty percent of consumers said they will have started their Halloween shopping by the end of September. Another 20% will begin shopping in early October, with 21% getting started by mid-October and 12% expecting to shop at the last minute (either the day before or the day of the holiday).