SOURCE: Horizon Media

October 30, 2013 08:07 ET

Horizon Media Study Suggests Bigger Halloween Planned This Year

Gen X Leads With Big Halloween Plans This Year Following Hurricane Sandy in 2012

NEW YORK, NY--(Marketwired - October 30, 2013) - According to the latest Finger on the Pulse ® Survey, Horizon Media's proprietary online research community uncovering consumer insights, this year may bring a momentous Halloween. The study finds that 54% of 35-49 year olds affected by Hurricane Sandy are celebrating the holiday in a big way this year. Across the nation however 50% of respondents report that they won't be buying or wearing Halloween costume. That said, 72% of respondents say that they will purchase Halloween candy.

Of respondents affected by Sandy, 63% of those surveyed said they didn't celebrate the holiday at all last year due to the natural disaster.

"The neighborhood children were deprived of trick-or-treating as a direct result of Super Storm Sandy. Trick-or-treating was not permitted in my area as per the NJ Governor's statement," said one respondent. "The kids deserve it."

Millennials, however, aren't as concerned; with roughly 15% of 18-34 year olds who say that they will put in extra effort due to last year's Sandy-related shortcomings.

"The millennials we surveyed were more in the camp of been there, done that," said Sheri Roder, Chief of the WHY Group at Horizon Media. "They see Halloween as a kid activity. As one person said, 'I'm an adult now. I don't do Halloween anymore.'"

When it comes to dressing up for Halloween, 41% of millennials and 51% of Generation X-ers say they won't be donning a costume, and 66% of boomers said they won't dress up for the occasion. Of those wearing a costume, the most popular option is something spooky -- 15% said they will dress as a ghost, zombie, witch, or something "Halloween themed."

Though Halloween generates significant revenues for retailers, most people report that they won't spend over $49 on a costume for the day. Only 9% of people surveyed said they would be willing to get into the triple digits when it came to their Halloween spending.

Finger on the Pulse is Horizon Media's proprietary online research community, comprised of 3,000 people reflective of the general U.S. population. The community empowers the agency to connect directly with consumers, diving beneath the surface of beliefs and behaviors to uncover critical insights. Horizon's WHY Group launched the panel in 2012 to inform all aspects of our clients' marketing plans and to keep a pulse on emerging trends. New studies are fielded every week and include quantitative surveys, qualitative discussions and digital ethnographies. Opinion Pulse surveys are fielded twice monthly, covering timely topics relevant to marketers, advertisers, and the media.

About Horizon Media

Horizon Media, Inc. is the fastest growing media services company in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, Chicago and Amsterdam, Netherlands. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world's ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year.

The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become the fastest-growing media agency in the industry, with estimated billings of over $4 billion and approximately 800 employees.

The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit

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