Business Potential of Halloween: Sales and Trends

• Authors: Strielkowski Wadim

Title variants

HR

Poslovni potencijal Noći vještica: prodaja i trendovi

• Languages of publication: EN

Abstracts

EN

The paper assesses the business potential of Halloween by estimating the profits stemming from the sales of Halloween-related goods and activities. It also estimates two empirical models of Halloween spending with macroeconomic variables, using the sales data for the most traditional Halloween paraphernalia, the Halloween pumpkins, as well as for the three groups of products (candies, costumes and decorations), and finds that the share of more “consumer-oriented” products increases in relation to the share of “traditional” Halloween products. It comes to the conclusion that, as to its business potential, overall sales and economic significance, Halloween can now be only compared to Christmas.

HR

U radu se procjenjuje poslovni potencijal Noći vještica valorizacijom profita koji nastaje prodajom proizvoda i obavljanjem aktivnosti povezanih s ovom svečanošću. Procjenjuju se i dva empirijska modela potrošnje s makroekonomskim varijablama vezana uz Noć vještica, i to korištenjem podatka o prodaji najtradicionalnijeg rekvizita za ovaj događaj, bundeve, kao i za tri skupine proizvoda (bombone, kostime i dekoracije). Nalazi upućuju da se udio naglašenije „potrošačkih“ proizvoda povećava u odnosu na udio naglašenije „tradicionalnih“ proizvoda za Noć vještica. Može se zaključiti da se sada ova proslava može usporediti samo s poslovnim potencijalom Božića, njegovom ukupnom prodajom i ekonomskim značenjem.

Keywords

EN

public festivity, Halloween, marketing potential, economic potential, marketing strategies

HR

javne svečanosti, Noć vještica, marketinški potencijal, ekonomski potencijal, marketinške strategije

• Publisher: Faculty of Economics & Business Zagreb, Department of Marketing, Zagreb, Croatia and CROMAR (Croatian Marketing Association)
• Journal: Market - Tržište
• Year: 2014
• Volume: 26
• Issue: 2

Dates

published

2014-12-19

Contributors

author

Strielkowski Wadim

• Charles University in Prague, Faculty of social sciences

Identifiers

ISSN

0353-4790