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US consumers are expected to spend an average of $56.31 on Halloween in 2009, down 15% from last year's average expenditure of $66.54, according to the National Retail Federation's 2009 Halloween Consumer Intentions and Actions Survey, conducted by BIGresearch. Total spending on the holiday is expected to reach $4.75 billion.

Nearly one in three (29.6%) consumers say the state of the US economy will affect their Halloween spending plans:

Key findings:

  • Some 35% of adults in households earning less than $50K per year will spend less on Halloween this year.
  • People living in the Northeast are less likely to cut Halloween spending; those living in the South are more likely to trim Halloween expenses.
  • Of those who will cut spending, a large majority (88.0%) plan to trim Halloween expenses all around. 
  • Others say they will be buying less candy (46.5%)...
    >>Using last year's decorations without buying new ones (35.4%)
    >>Making costumes instead of purchasing them (16.8%)
    >>Reusing last year's costumes (15.8%)
  • Some 26.4% say they won't be participating in as many Halloween activities such as haunted houses or fall festivals as they usually do. 

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