Retail Council of Canada's Halloween 2007 Consumer Trends

    Halloween is a Tradition Among Canadians with 68% Planning to Celebrate

    TORONTO, Oct. 11 /CNW/ - According to a new study conducted by Pollara on
behalf of Retail Council of Canada, 68% of Canadians plan to participate in at
least one Halloween-related activity this year, such as going to a party,
wearing a costume, handing out candy, taking children trick-or-treating,
getting together with friends, and/or decorating their home. On average,
Canadians plan to spend effectively the same amount this year at $59 on items
such as candy, pumpkins, costumes and decorations, compared to $60 in 2006.
    "Halloween brings out the kid in all of us and Canadians like to
celebrate the spookiest day of the year with traditional items such as
pumpkins, candy and other treats, along with costumes and decorations," says
Diane J. Brisebois, President and CEO of Retail Council of Canada.
"Interestingly, men seem to really embrace the spirit of the day as they
intend to spend more on Halloween items at $64, compared to women at $56."
    "This year's survey results are similar to last year's, proving that
Canadians have a real affection for Halloween traditions such as getting
together with friends, dressing up in a costume, taking their kids
trick-or-treating, handing out candy or decorating their homes," says Martin
Hrobsky, Research Consultant, Pollara.
    Of those surveyed, 76% plan to spend the same amount on Halloween items
as they did in 2006 ($60), while 13% plan to spend more and 11% plan to spend

    Highlights of the survey include:

    Who is Buying

    -  Among those who will be buying this Halloween, residents in British
       Columbia lead the average anticipated personal spending at $77,
       followed by Albertans at $66 and Ontarians at $59. Residents in Quebec
       and the Atlantic provinces intend to spend $53 and $52 respectively,
       while residents of the Prairies intend to spend the least at $50.
    -  Households with at least one child under the age of 18 expect to spend
       more on Halloween-related items ($72) than those households with no
       children ($51).
    -  On average, men intend to spend more on Halloween items than women:
       $64 compared to $56, respectively.
    -  Men between the ages of 18-34 will spend the most on Halloween items
       at $72, while women aged 55 years and older will spend the least at

    Popular Halloween Purchases

    Candy, Chocolates and Other Halloween Treats

    -  77% of Canadians plan to buy candy, chocolates and/or other Halloween
       treats and expect to spend $30 on average.
    -  Residents of Alberta plan to spend the most at $32, while residents of
       the Atlantic provinces, Quebec and Ontario intend to spend $30
       respectively. Following are the Prairies at $27 and British Columbia
       at $26.
    -  On average, men plan to spend $31 on candy, chocolates and other
       Halloween treats, while women plan to spend $28.


    -  47% of Canadians plan to purchase or rent Halloween costumes and are
       looking to spend $38 on average.


    -  41% of Canadians intend to decorate this Halloween and indicate they
       are looking to spend $19 on average.


    -  Pumpkins continue to be a Halloween tradition, with 56% of Canadians
       planning to buy pumpkins and spending $9 on average.

    Halloween Cards

    -  Only 5% of Canadians plan to buy Halloween cards and intend to spend
       $8 on average.

    About the Study

    These are the findings of a Retail Council of Canada/Pollara poll
conducted from September 28 to October 3, 2007. For the survey, a
representative randomly selected sample of 2,072 adult Canadians was polled
through an online omnibus. With a sample of this size, the results are
considered accurate +/- 2.2 percentage points, 19 times out of 20, of what
they would have been had the entire adult Canadian population been polled. The
margin of error will be larger within regions and for other sub-groupings of
the survey population. These data were weighted to ensure the sample's
regional and age/sex composition reflects that of the actual Canadian
population according to the 2001 Census data. The actual results of Halloween
sales may differ/vary from the intentions stated in these findings. For
detailed research tables, visit or

    About Retail Council of Canada

    Retail Council of Canada ( is the Voice of Retail.
It is a not-for-profit association representing more than 40,000 stores of all
retail formats, including independent merchants, regional and national mass
and specialty chains, and online merchants.

    About POLLARA

    Pollara (, a leading Canadian public opinion and marketing
research firm, helps its clients improve their performance through strategic
research designed and analyzed by consultants who are experts in their fields.
Pollara provides a full range of research and strategy services to leading
global, national, and local companies and to public and non-profit sector

For further information:

For further information: Retail Council of Canada, Stephanie Petroff at
(416) 922-0553, ext. 228, E-mail:; POLLARA, Martin
Hrobsky at (416) 921-0090, E-mail:

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