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Business Potential of Halloween: Sales and Trends

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Strielkowski W.

Market - Tržište

2014

vol. 26

issue 2

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.

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.

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Business Potential of Halloween: Sales and Trends