Which houses offer trick-or-treaters the best hope for Halloween goodies? (Hint: Find out where the corporate executives live!)
Apparently Halloween did not get the memo about eating healthy and the perils of childhood obesity. Consumer spending trends tracked by the National Retail Federation report that Americans are expected to spend $2.08 billion on Halloween candy this year.
Halloween is manna from heaven for candy-loving kids, as Jerry Seinfeld so keenly observed in one of his classic routines: “When you're a kid, remember the first time you even heard about it, it's like... your brain can't even... ‘What is this?! Who's giving out candy, someone's giving out candy? Who is giving out this candy? Everyone that we know is just giving out candy? I gotta be a part of this….”
Not everyone will be giving out candy, though. Some are more likely than others to open their doors to trick-or-treaters. Almost two-thirds of Affluent households (62 percent) plan to hand out candy or other Halloween treats this year, according to a recent survey of consumer spending trends conducted by Spectrem’s Millionaire Corner.
Which houses are most likely to offer trick-or-treaters the best bounty? We recommend finding the home of a corporate executive. Seven-in-ten said they plan to buy candy and treats for Halloween this year (in comparison, 61 percent of business owners said they will have Halloween goodies on hand for trick-or-treaters).
Trick-or-treaters are advised to steer clear of singles and opt for the homes of married couples. Sixty-eight percent said they plan to buy Halloween treats vs. 46 percent of those who are not married.
Age, too, is a factor in who are most likely to offer Halloween treats, according to our consumer spending trends survey. Respondents under 40 were nearly split on whether or not they would be handing out Halloween candy (51 percent said yes, 49 percent said no), while six-in-ten of their older counterparts said they could be counted upon to deliver the Halloween goodies.
Affluent respondents to plan to keep a lid on their Halloween spending, the Millionaire Corner survey found. Eight-in-ten said they will spend less than $50 compared with 17 percent who said they plan to spend between $50 and $99.
Again, we recommend finding out where the corporate executives live. Forty percent—the highest percentage among respondents--said they will be spending between $50 and $99 on candy.
Perhaps Halloween candy spending is a guy thing: Almost one-fourth of men (23 percent) said they would be spending between $50 and $99 on Halloween candy compared with 11 percent of women.
Donald Liebenson writes news and features for Millionaire Corner. He has been published in the Chicago Tribune, The Chicago Sun-Times, The Los Angeles Times, Fiscal Times, Entertainment Weekly, Huffington Post, and other outlets. He has also served as a marketing writer for Chicago-based Questar Entertainment and distributor Baker & Taylor.
A graduate of the University of Southern California, he is married with a college-age son. He also writes extensively about entertainment.