Retailers have expanded the Halloween season by nearly a month as a result of billions in sales. Lowry said Halloween has become a more adult-oriented holiday in the last decade. Adults have increased sales of costumes, candy, lawn decorations and other scary merchandise. It may be warm in early September, but with school starting, people are thinking about cooler fall days and all the fun they ll be having. About 73 percent of adults also plan to participate in a Halloween activity, up from 65 percent in 1998.
Adults now have more money to put into elaborate decorations and outfits.