Review article

Business Potential of Halloween: Sales and Trends

Wadim Strielkowski ; Charles University in Prague, Faculty of social sciences

Abstract

The paper assesses the business potential of Halloween by estimating the profits stemming from the sales of Halloween-related goods and activities. It also estimates two empirical models of Halloween spending with macroeconomic variables, using the sales data for the most traditional Halloween paraphernalia, the Halloween pumpkins, as well as for the three groups of products (candies, costumes and decorations), and finds that the share of more “consumer-oriented” products increases in relation to the share of “traditional” Halloween products. It comes to the conclusion that, as to its business potential, overall sales and economic significance, Halloween can now be only compared to Christmas.

Keywords

public festivity; Halloween; marketing potential; economic potential; marketing strategies

Hrčak ID:

132743

URI

https://hrcak.srce.hr/132743

Publication date:

1.12.2014.

Article data in other languages: croatian

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