Fiscal moderates are more likely than liberals or conservatives to dispense non-chocolate treats or non-candy snacks such as fruit.
Pundits decry the sorry state of current political discourse; the acrimony and government gridlock, the perception that the system is broken and that neither Republicans nor Democrats are willing to work with each other.. But as we enter Halloween weekend, Millionaire Corner can report that there is at least one issue on which there is unequivocal bipartisan agreement: Chocolate rules as the treat of choice to dispense to trick or treaters.
Eight-in-ten Affluent households who identify themselves as Republican or Democrat report that chocolate is the primary type of candy or treat they plan to hand out on Halloween, according to the latest Spectrem Group Investor Pulse survey. Similarly, there is near-equal agreement among those who identify themselves as liberal (79 percent) or conservative (83 percent) on social issues.
Chocolate-loving trick or treaters better hope there aren’t too many fiscal moderates in the neighborhood; only 73 percent indicated they would be handing out chocolate on Halloween. These households, in fact, are most likely to dispense non-chocolate treats or non-candy snacks such as fruit.
Trick or treaters on the prowl for chocolate will have better luck knocking on a Millionaire’s door, our October survey finds. Eighty-five percent of Millionaires with a net worth up to $5 million as well as 82 percent of Ultra High Net Worth households with a net worth of at least $5 million indicate they will be dispensing chocolate to trick or treaters. The chances of bagging chocolate treats decreases with net worth. Seventy-eight percent of households with a net worth between $500,000 and $1 million, 67 percent of those with $100,00 and $500,000, and 63 percent of those with less than $100,000 net worth indicate they will be handing out chocolate on Saturday night.
Conversely, $100,000 net worth households are the most likely to dispense non-chocolate treats such as bubble-gum and lollipops, but at that, it’s only 23 percent.
As a rule, Millionaires don’t do boo for non-family related holidays. Our research suggests this may be a product of the Millionaire mindset that credits, along with education and smart investing, hard work and frugality as the primary factors in their wealth creation. Thus, on New Year’s Eve, it is more likely you will find Millionaires welcoming the New Year at home instead of out at a party or restaurant. But you might want to re-think calling at midnight to extend New Year greetings. A higher percentage goes to bed early than entertains friends.
But Halloween (and Valentine’s Day, for that matter) are exceptions, our research finds. Roughly six-in-ten Millionaires and almost two-thirds of Ultra High Net Worth households are down for buying candy and treats for Halloween.
For those scouting the neighborhood for the best trick or treat houses, Spectrem Group Affluent research suggests that trick or treaters will do better with married households rather than with singles (64 percent of the former plan to have treats to hand out vs. 47 percent). Chances, too, are better for treat dispensing at the homes of Affluent individuals who identify themselves as conservative (64 percent of these intend to greet trick or treaters) than liberals (57 percent).
Want chocolate? This, too, is more the province of married households (82 percent) than singles (73 percent). And you have better luck scoring chocolate if the treats were bought by men (83 percent) than women (75 percent).
It is on this issue that conservatives/liberals and Republicans/Democrats agree: Chocolate rules as the trick or treat handout of choice.
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.