Princess Continues Reign as Top Halloween Costume for Kids: NRF

WASHINGTON -- From princesses to pirates, both the naughty and the nice will be invading the streets this Oct. 31. The National Retail Federation's (NRF) 2006 Halloween Consumer Intentions and Actions Survey, conducted by BIGresearch, has found that for the second consecutive year, princess remains the most popular Halloween costume for kids, with 3.97 million children planning to dress up as such on All Hallows Eve.

Other popular costumes will include pirates (1.72 million children), witches (1.65 million), and Spiderman (1.51 million). (Story continues below.)

According to the survey, 59.9 percent of consumers plan to buy a Halloween costume this year, up from 53.3 percent in 2005, with the average person spending $21.57 on that purchase. This year an estimated $4.96 billion will be spent on the holiday, making it the sixth-largest spending holiday of the year.

Children won't be the only ones hitting the streets dressed to impress. According to the survey, 34.0 percent of adults will dress in costume on Halloween. With the popularity of the holiday steadily increasing among young adults, close to two-thirds (62.8 percent) of consumers ages 18 to 24 will be dressing up. Top Halloween costumes for adults include witches (6.15 million), pirates (1.31 million), and vampires (1.31 million).

"This year pirate costumes are popular among consumers of all ages, due largely to the widespread success of the 'Pirates of the Caribbean' franchise," said Phil Rist, v.p. of strategy for BIGresearch. "Knowing the competitive spirit that exists among young adults when it comes to sporting the best Halloween costume, many retailers have altered their merchandise assortment to appeal to this enthusiastic consumer base."
This ad will auto-close in 10 seconds