Fright Night Trends Revealed With Latest Halloween 'Shopping in America' Survey & Fashion Icon Report
October 19 2004 - 12:21PM
PR Newswire (US)
Fright Night Trends Revealed With Latest Halloween 'Shopping in
America' Survey & Fashion Icon Report 'Scream' Series Named Top
Scary Movie - 'Votes' Are in: Bush Leads Kerry in Halloween Masks -
SANTA MONICA, Calif., Oct. 19 /PRNewswire-FirstCall/ -- As the
majority (59 percent) of Americans plan to participate in Halloween
activities this year, according to the Shopping in America report
conducted by August Partners for The Macerich Company (NYSE:MAC),
the latest survey polled the nation's shoppers on their favorite
fright night entertainment. Results of the survey were revealed on
the program Web site http://www.shoppinginamerica.biz/ along with a
new Fashion Icon Report with trends and tips for Halloween-season
shoppers. The Shopping in America report also shows that consumers
nationwide plan to spend an average of $49.27 on Halloween
activities this season. Shoppers in the western region of the U.S.
will spend the most, with an average of $55.62 while consumers in
the South will spend the least at $46.55. FAVORITE SCARY MOVIE
Which frightening flick tops the list this Halloween season? The
"Scream" series wins out, selected by 51 percent of survey
respondents: Favorite Scary Movie Responses "Scream" Series 51%
"The Exorcist" 9% "Halloween" Series 8% "Friday the 13th" Series 8%
"Chucky" Series 7% "Poltergeist" 4% "Blair Witch Project" 3% The
"Frankenstein" and "Dracula" series and "Psycho" were selected by
less than 3 percent of participants. About 6 percent selected none
of the choices. HALLOWEEN TIPS & TRENDS For those who plan to
celebrate with more than a movie, the new Shopping in America:
Fashion Icon Report provides helpful tips on Halloween decorating,
costumes, gifts, and treats. Visitors to the program Web site can
even download Halloween transfers to add pizzazz to T-shirts,
pillowcases and more. "From designer skull and cross-bone-themed
baubles to caramel apple recipes, the report helps make Halloween
fun for all," said Garry Butcher, vice president of marketing and
consumer research for The Macerich Company. "The program Web site
-- http://www.shoppinginamerica.biz/ -- is a wonderful resource for
shoppers of all ages." TRICK-OR TREATING When are you too old to
old to trick-or-treat? The greatest percentage (36 percent) of
Halloween participants say "never," according to the survey. That
is good news to the thirty-eight (38) percent of young-at-heart
aged 75+ who plan to trick-or-treat this year, along with 39
percent of the 35-to-44 year age group. Most (62 percent)
12-to-17-year-olds plan to trick-or-treat as well. Overall, the
survey shows that 41 percent of Halloween participants plan to go
trick-or-treating. BUSH LEADS FOR HALLOWEEN MASKS While the
official votes are yet to come, shoppers predicted that George W.
Bush will be the biggest selling Halloween mask of its kind. As
unveiled in the first Halloween survey installment, 44 percent of
participants selected Bush compared to 16 percent for John Kerry
and 39 percent for "undecided." HOLIDAY SHOPPING Added Butcher,
"The report shows that many shoppers are getting an early start for
the upcoming season as nearly a quarter (26 percent) of survey
participants plan to start Christmas/holiday '04 shopping prior to
Halloween." Eighteen (18) percent will start after Halloween but
prior to Thanksgiving and more than one-third (34 percent) say they
will not start until after Thanksgiving. Twenty-three (23) percent
are not sure when they will start. Shopping in America is a
national survey that studies consumer shopping trends. Survey malls
are geographically spread proportionately among the four major U.S.
Census regions, approximating the weight of the population residing
in those regions. There are 20 participating malls located in 19
states; 14 of the shopping malls are Macerich owned. More
information and graphics for the Shopping in America surveys can be
found at http://www.shoppinginamerica.biz/ . The Macerich Company
is a fully integrated self-managed and self- administered real
estate investment trust, which focuses on the acquisition, leasing,
management, development and redevelopment of regional malls
throughout the United States. The Company is the sole general
partner and owns an 81% ownership interest in The Macerich
Partnership, L.P. Macerich now owns interests in properties
totaling approximately 61 million square feet consisting primarily
of interests in 62 regional malls. Additional information about The
Macerich Company can be obtained from the Company's website at
http://www.macerich.com/ . DATASOURCE: The Macerich Company
CONTACT: Tresa Hardt, , or Kim Craig, , +1-972-788-4511, both for
The Macerich Company Web site: http://www.macerich.com/
http://www.shoppinginamerica.biz/
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