It’s a common stereotype that politicians have many faces. At Halloween that can be a very good thing for candidates and retail companies alike - especially in an election year. Whether supporting a particular party or mocking the competition, consumers dole out the cash to dress as a candidate for commander and chief, not to mention previous presidents like Nixon, Kennedy, and Regan in flesh or zombie form.
The Daily News quotes Jennifer Gracia, a product brand manager for Poway-based Disguise Inc. as saying, "Sales easily quadruple in an election year," in regards to the Politically Incorrect line of masks of political figures the company makes. These sales statistics can mean as much to the economy as the election.
Political analysts and pundits have nothing on the costume market’s proven track record predicting the outcome of the presidential election. Their forecast doesn’t come from any sort of scientific method it’s based solely on sales numbers.
Since 1996 Spirit Halloween has correctly calculated the winner predicting that Obama beat out Sen. John McCain like his mask sales did in mask sales in 2008. President George W. Bush was a more popular costume choice over Sen. John Kerry in 2004. Bush was victorious over former Vice President Al Gore in the polls and at the costume parties in 2000, and a Sen. Bob Dole didn’t inspire as many at Halloween as President Bill Clinton in 1996.
According to CNN, “The 1,000-store chain even has its own ‘presidential index,’ which uses nationwide sales of candidates' masks to predict the outcome of the most important U.S. election every four years.” This year the retailer notes that sales of Obama masks are up 60% where as Romney masks are at 40%.
"A lot of people are going out and supporting their candidate by wearing their masks," said Lisa Barr, senior director of marketing for Spirit Halloween. But that’s not always the case.
Disguise's Gracia points out, "People enjoy making fun of their own candidate and the other one, too. And they'll mix it up, they'll wear a Romney mask with a dress or be Obama dressed as a communist.” She surmised, "I think it's the fun of taking something that's so serious right now and sort of making fun of it and making it your own."
Folks who really want to make their own costume and political statement are coming up with some creative concepts this year. Don’t be surprised if “binders full of women” turn up at the same party where Joe Biden and a biker chick are on a date.
Another unexpected benefactor of the Halloween hullabaloo hatched amidst the political fervor this year. Google searches for PBS’s Big Bird costumes on the Internet increased 600% after that debate. Unprepared for the surge of requests for the Sesame Street character adult-sized costumes have already sold out across the country.
"This has absolutely become our biggest year ever for Big Bird costumes," said Maddie Gerety, brand manager at Disguise, a unit of toymaker Jakks Pacific told CNN, "If only we had a crystal ball to predict this was going to happen."
Image courtesy of SpiritHalloween.com
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