Frankly, we are fascinated about H-ween. We find the heritage of this holiday very interesting. Its traditions are worthy of any piece of scholarly research. We love H-Ween’s attention to fun & frivolity and we are amazed at its continued economic growth. We are most captured though by our inclusion of pets as holiday celebrants and the remarkable increase in petstuming (costuming pets). While we considered polling these pets to see how much they really enjoyed being garbed for the gala, we dutifully pawsed b-4 our 1st interview and decided just to view petstume spending by their “parents”. T-1 is simply & singly a response affirmation. It shows costume spending for adults, kids and pets b/t 2010 & 2014 as our comparison metric. (We start with 2010 b/c that’s when the NRF/Prosper Insights Survey 1st included pet costume spending). While a recent Scope cited the great growth of adult costuming for H-Ween 2014 (Fri, Oct 31), the PETstuming part of the H-ween story is a golden nugget (or may be a beautiful Milkbone?) yet to be mined.

T-1 tells all we need to know about the growth of petstuming. It is now a $350 M industry growing much more quickly than adult or kid costumes. The phenomenal growth of 59.1% over 4 yrs avges 14.8% per yr. Snoopy may be the poster pet for H-ween, but the p-kin patch of petstumes will include from 15.5 M – 30.0 M of his furry/fluffy friends wearing new petstumes this yr with some other “wet noses” wearing 2013 or 2012 petstumes.

T-1: A Show & Sell Masquerade





Δ 10 -14


Adult Stumes

$0.99 B

$1.22 B

$1.38 B



Kid Stumes

$0.84 B

$1.04 B

$1.06 B



Pet Stumes

$0.22 B

$0.33 B

$0.35 B



As we span the playpen for our party pets, we find pestumes from A to Z (Animal Planet Raptor [$30] to Dorothy or Cowardly Lion or the Tin Man from The Wizard of oZ [all priced at $20]). All costumes and cited prices can be found at PartyCity.com. Other costumes and prices include:

T-2: Most Popular Pestumes for H-Ween 2014





Stegosaurus $ 45 Capt’n America $ 15
Mickey Mouse $ 30 Flinstones’ Dino, the Dog $ 15
Glinda the Good Witch $ 25 Indiana Jones $ 15
Ghostbusters $ 23 Joker, The $ 15
Superman Deluxe $ 20 Spiderman $ 15
Despicable Me Minion $ 20 Teen Age Ninja Turtles $ 15
Darth Vader $ 20 Santa Pet $ 15

About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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