Courtesy Paul Post
By Paul Post
Americans are expected to spend a record $13.5 billion on Halloween this year, topping last year’s total by $400 million.
Pete Lemery of South Glens Falls makes extravagant costumes by hand but recently took his three grandsons to Spirit Halloween at Aviation Mall to look for accessories to accentuate their outfits.
“I let them choose the theme and they dress up as whatever the good character is and I’m the villain,” Lemery said, smiling. “ My youngest grandson, is going to be Baymax from the movie, Big Hero 6. I’m Professor Robert Callaghan.”
“It’s a big deal for us,” Lemery said. “I usually start in July, building whatever I’m doing to be. It involves a lot of testing, trial and error. I’m taking three days off from work to make sure it’s done right.”
New Jersey-based Spirit Halloween has more than 1,550 locations in the U.S. and Canada, including stores in Saratoga Springs (155 Ballston Ave.) and Clifton Park (a former Rite Aid at 1701 Route 9). Joseph Marver founded the company in 1983, and Spencer Gifts acquired it in 1999.
The company creates 52,000 seasonal jobs each year and generates welcome revenue for malls and plazas where stores are located and property owners seek tenants.
“We firmly believe that our store associates are the backbone of what we do,” spokesperson Shannon Reyes said. “The love for Halloween continues to grow, with celebrations no longer limited to one day or one weekend but really becoming a year-round celebration of all things spooky.”
Customers began flocking to the Queensbury location, a former Bon-Ton store at the mall, as soon as it opened in early August. Spirit Halloween’s presence also benefits other mall tenants.
“The growing traffic they bring while they’re here is very substantial,” said Shannon Stafford, Aviation Mall manager. “We always appreciate them coming to the mall.”
Major retailers such as Walmart and Lowe’s also cash in on Halloween, selling outdoor decorations ranging from colored lights to 12-foot-tall skeletons.
About 74% of Americans celebrate Halloween, spending approximately $115 per person on costumes ($4.4 billion), decorations ($4.3 billion), candy ($4.1 billion) and greeting cards ($800 million).
Countless parties and community events generate millions more for markets and retail shops.
“We go to a Lake George block party and do lots of trick-or-treating there, too,” said Megan Seeley, who accompanied her son and daughter to Spirit Halloween.
“And we go to Pizza Hut!” said Seeley’s daughter, who picked out a Scream costume.
Seeley’s son will dress up as an inflatable Gizmo.
His favorite candy?
“I don’t have one,” he said. “I eat everything!”
Corey Webster of Pittsford, Vermont, brought his son and niece to the Queensbury store, an indication of Halloween’s popularity and how far people travel to find what they want.
“It’s my favorite holiday,” Webster said. “We go to Rutland for trick-or-treating. We have lots of outdoors decorations, too. Odin has every animatronic; jumping spiders, a grave watcher.”
Skidmore College student Liam Kerr and his friend Garrett Rozell plan to dress as Beast Boy and Raven from the animated superhero series Teen Titans.
Costume trends range from toys such as Buzz Lightyear to myths, fantasy and hardcore horror.
“People often ask how we predict Halloween trends,” said Kym Sarkos, Spirit Halloween executive vice president. “The reality is we’re watching them develop all year long. From blockbuster entertainment and gaming to social media and nostalgia, our team is constantly tracking what’s capturing attention so we can be ready with the looks fans want most.”