Halloween not expected to frighten retailers

Connie Siegel-Dennis knows the value of Halloween.

As the owner of the Family Kloset Costume Shop in North Plymouth, it's a hallowed holiday, accounting for half of her annual gross sales.

``This is when we buckle down and get busy,'' she said.

Fortunately for retailers like Siegel-Dennis, it appears this holiday won't be scary.

According to a survey commissioned by the National Retail Federation, consumers are expected to spend an average of $64.82 on Halloween this year, a roughly $6 increase over last year. Overall, the National Retail Federation estimates that Halloween spending for 2007 will reach $5.1 billion.

Consumers will spend an average of $23.33 on Halloween costumes, but among 18 to 24-year-olds, that average will rise to $34.06 each on costumes, according to the survey.

Sal Perisano, CEO of the Dedham--based iParty chain, said his company has increased its advertising budget and spent money on more online ads to target young adults.

Perisano said his company has followed the Halloween market's shift toward focusing on college students, by stocking ``sexier'' costumes. With 45 stores in New England, Halloween decorations and costumes account for more than one-fifth of iParty's annual gross sales, Perisano said.

The company's rivals at this time of year include Spirit, a Halloween specialty chain affiliated with Spencer Gifts that has set up seasonal shops in Plymouth, Dedham and Norwood, among other Massachusetts locations, in the past few years.

Siegel-Dennis, meanwhile, said she is just proud to have made it to her 23rd year in business.

She said she is gearing up for an influx of women shoppers looking for sexy costumes. She recently stocked her store with wigs, beards and costume jewelry, all with the goal of keeping her customers happy and coming back.

Andrew Lightman of The Patriot Ledger (Quincy, Mass.) may be reached at alightman@ledger.com.