Halloween unmasked: Adults fuel rise in sales

Bob French, a 40-year-old loan officer, stood in Brighton's iParty this week, refusing to take off his bank robber mask.

French and his wife, Erin, had just finished a $100 shopping spree, the most they had ever spent on Halloween festivities. ''Halloween is escapism to the maximum," he said. ''Adults need that now."

Halloween is no longer just child's play. These days, adults are spending more and more on themselves during the $3.3 billion holiday -- so much so that's its rivaling sales of children's costumes.

Halloween spending is expected to rise 5 percent from last season, and much of that increase is projected to come from young adults. According to the National Retail Federation, adults ages 18-24 are spending on average about $50.75, or about 30 percent more than last year and spending by 25- to 34-year-olds is expected to rise 14 percent ($62.45 vs. $54.80).

Locally at iParty, which runs 45 stores in New England, adult costume sales jumped an average of 42 percent per store between 2001 and 2004, compared with a 24 percent increase for children's costume sales during the same period.

Retailers say adults are splurging on couple costumes like salt and pepper shakers, fancy home decorations, and Halloween supplies such as skull goblets and critter martini glasses for extravagant costume parties.

A growing number of groups -- from the Boston Scholars Program to the City of Lynn -- are using Halloween as the latest fund-raising opportunity with the added bonus of costumes. Lynn's party to raise money for city fireworks advertised: ''Halloween is for Adults too!!"

Over the last few years, companies have begun producing better-quality costumes and have vastly expanded their adult Halloween lines, especially the couples outfits. In turn, retailers, including Target Corp. and the Boston Costume Co., have made more room for adult offerings.

Darrell Rigby, head of Bain & Co.'s global retail practice in Boston, said stores are giving adult items better display and adjusting advertising to include adults in Halloween promotions. Even Kmart Corp., which has slashed its advertising budget, is pushing Halloween items in this week's circular and prominently featuring two adults dressed in costumes on the cover.

''Halloween is growing in importance to adults and retailers are recognizing this," Rigby said. ''People are eager to entertain in their new and remodeled homes, and it's an escape from the pressures of life."

Moreover, adults like 27-year-old Laurie Mazzarini are fiercely competitive and want to win the prizes for the best costume. Mazzarini, a nanny from Waltham, plans to spend about $60 this year: ''You try to outdo yourself every year."

Halloween, which began as a religious holiday to celebrate the spirits of the dead, has become the sixth-largest US holiday for spending. Because people don't buy gifts or apparel, it ranks lower than other annual holidays, such as Valentine's Day ($13 billion) and the winter holidays ($435 billion). Rigby said the popularity of Halloween is also growing abroad, especially in Europe.

Here in Boston, adults won't just settle for any costume, said David Bertolino, owner of the Boston Costume and national sales manager for Charades Costume Co., one of the country's largest makers of sexy costumes.

''The traditional black witch and red devil doesn't do it anymore for customers," Bertolino said. ''They want elaborate costumes -- knights in armor, gladiators -- and sexy outfits with layers of crinoline that are anything but drab."

Sal Perisano, iParty's chief executive, said it's pretty clear that the baby boomers are driving the Halloween growth. They're pining to participate in the fun their children are having and looking for an excuse to dress up.

At iParty's Big and Tall section, thirtysomething Paul Doherty was far from giving up on Halloween, debating between a minister of death costume or a priest outfit for his spooky outing.

''I'm 33, and I've been doing it every year," Doherty said.

''I assume one day I'll be too old. But I'm not sure when that will be."

Jenn Abelson can be reached at abelson@globe.com.