Point of Halloweekend idea is to scare up greater sales

BY JENNIFER PALMER Comments 0
Published: October 29, 2009

When Halloween falls midweek, work and school obligations often trump celebrations.

But when Halloween is a Saturday, more revelers throw parties and more adults dress up — which translates into more cha-ching for holiday retailers.

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That’s the idea behind Halloweekend, a movement started by the president of Spencer’s Gifts to celebrate Halloween on the last Saturday in October instead of Oct. 31. Spencer’s Gifts also owns Spirit Halloween, a chain of seasonal costume shops.

More weekend sales

Company President Steven Silverstein said Halloween-related retail sales are as much as 30 percent higher when the holiday is on a weekend.

An online petition is collecting pledges of support for the change.

"It really needs to start with the people. It’s a grassroots effort,” said Heather Golin, a spokeswoman for Spencer’s Gifts.

Marty Dillon, vice president of Oklahoma City-based Party Galaxy, said celebrating Halloween during the weekend makes sense.

"If it falls midweek, it’s a non-holiday for some people,” he said. "When it’s on a Saturday, it changes their mood because they don’t have to get up and go to work.”

Another advantage is the possibility of people going to parties both Friday and Saturday — and wanting a different costume for each.

Benefits for all

Nonseasonal retailers could benefit, as well. Many parents now take their children trick-or-treating at shopping malls instead of on a traditional neighborhood route. And when they go to the mall on a weekend, they’re already in the mood to shop, said Mis Gason, a spokeswoman for Penn Square Mall.

"When it’s midweek, you have so many other things going on. ... Halloween falling on a Saturday is just a good fit because people tend to be less busy,” she said.

Not everyone is supportive. Some say it would be too difficult for people to adjust to the change, and others say retailers wouldn’t benefit enough.

But Dillon said he’ll even support taking it a step further by having the holiday twice a year.

"We need a Halloween ‘Two’ at the end of April,” he said.