HALLOWEEN SPENDING NOT SCARED OFF BY WEAK ECONOMY - TRANSCRIPT
MALE PRESENTER: We’re suggesting the economic downturn has everybody pinching pennies these days but it doesn’t seem to be dampening Halloween spirits.
FEMALE PRESENTER: Yeah, this is kind of interesting. Spending on the spooky night is actually up this year. Sarah Lee has more on the holiday’s effect on the economy.
SARAH LEE: Despite all the scaling back in this scary economy, many still seem intent on a spooky splurge come Halloween.
FIRST MOTHER: I have two little children. I’ve already ordered their costumes and we got their pumpkins and, um, we went to Pumpkin Patch, we’re gonna go back again…
SECOND MOTHER: You wanna have fun and if you have kids like I do, you know you can’t, you want them to have fun. Why should they have to suffer?
SARAH LEE: In fact, according to the National Retail Federation, this year two out of three Americans plan to celebrate Halloween the biggest turnout since the trade group began tracking the holiday in 2001.
ANALYST: It seems when times are tough people just wanna blow off some steam. So where’s all the money going? For starters there’s the sweet stuff, of course, the costumes and then all those pumpkins.
SARAH LEE: We’re seeing a lot more people really decorating their homes, dressing up in costume and some of that has to do with the fact that Halloween’s on a Friday this year.
While a relatively minor holiday ranking eighth behind Christmas, Mother’s Day and Valentine’s Day, Halloween spending this year is expected to be around reach $5.8 billion this year.
ANALYST: It’s just something fun so I guess people are looking to have something happy.
SARAH LEE: Even if it’s frighteningly so. In Vienna, Sarah Lee, ABC7 news.
HALLOWEEN GLOSSARY
Video
downturn...... baisse, passage à la phase descendante
pinch pennies...... se serrer la ceinture
dampen ...... jeter un froid sur
spirits...... esprits, moral, humeur
spending...... dépenses
spooky...... qui fait froid dans le dos
scale back...... réduire
scary...... effrayant, qui donne des frissons
intent on...... décidé à
splurge...... folles dépenses, folie
pumpkin...... citrouille
celebrate...... fêter
turnout...... assistance, taux de participation
track...... suivre
blow off steam...... se défouler
decorate...... décorer
dress up...... se déguiser
rank...... se classer
frightening...... effrayant
Article
spook...... effrayer
spooky...... qui fait froid dans le dos
scare sb away...... faire fuire qn
escape...... evasion, fuite
grim...... sinistre
headlines...... titres (des journaux)
ghastly...... horrible, mortel, épouvantable
upheaval...... bouleversement
reminiscent of...... qui rappelle
be in a funk...... avoir la trouille
downturn...... baisse, passage à la phase descendante
aftershocks...... réplique d’un tremblement de terre
omen...... presage, augure
host...... animer, organiser
stretch...... étendre
prominently...... bien en vue
display...... exposer, mettre à l’étalage
candy...... bonbon(s)
industrywide...... à l’échelle de l’industrie (du détail)
in retreat...... en retraite
bump up against...... butter contre
poll...... sonder, interroger
Economic frights can’t kill Halloween’s steady growth
Chicago Tribune
Published Tuesday, October 14, 2008
CHICAGO - The stock market turbulence has spooked plenty of Americans, but not enough to scare them away from shopping for the nation’s spookiest holiday.
In fact, two out of three Americans plan to celebrate Halloween, according to the National Retail Federation, the biggest turnout since the retail trade group began tracking the holiday in 2001.
Halloween arrives just in time to provide an escape from the grim headlines and ghastly economic upheaval. It is a pattern reminiscent of Halloween 2002, when consumers were in a funk tied to an economic downturn and the aftershocks of the Sept. 11 attacks, said Ellen Davis, vice president of the Washington, D.C.-based trade group.
"The fact is that everybody needs a break," Davis said.
While a relatively minor holiday in respect to retail dollars spent - it ranks No. 8 below Christmas, Mother’s Day and Valentine’s Day, to name a few - the Halloween business has grown steadily for the past five years.
Halloween spending this year is expected to reach $5.77 billion, up from the $3.12 billion in 2003, according to the federation. The average consumer plans to spend $66.54 on Halloween goods this year, up from $64.82 in 2007.
Halloween falls on a Friday this year, a good omen for party hosting. And retailers are doing all they can to stretch the season by prominently displaying Halloween-themed products online and in stores.
Halloween has turned into a holiday that "stretches far beyond candy," said Mike Mallett, CEO of Corporate Research International, a Findlay, Ohio-based market research and mystery shopping firm. The firm found that three out of four consumers plan to spend about the same or more than they did last year on Halloween, even as consumer spending industrywide is in retreat.
"I think consumers are looking for a chance to relax and enjoy the holiday without having to worry about the economy," Mallett said. "Coupled with the fact that Halloween bumps up against a weekend this year, it’s sure to mean a big boost for retailers."
The retail federation polled consumers from Sept. 2-9, and Corporate Research conducted its survey from Sept. 30-Oct. 3.
HALLOWEEN WORKSHEET
1. Video
i. What effect has the economic crisis had on Halloween?
ii. What percentage of Americans plan to celebrate Halloween?
iii. What are people spending money on?
iv. How does Halloween compare with other holidays?
v. How much is expected to be spent on Halloween this year?
2. Article
i. How long has the NRF been tracking Halloween?
ii. Why are people celebrating Halloween despite the bad economic situation?
iii. Which other holidays do you think rank above Halloween in terms of dollars spent?
iv. How much was spent on Halloween this year?
v. What factors might explain the increased spending? (at least 3)
vi. What does a ‘mystery shopping firm’ do?
3. Speaking Activity
Work in pairs. Imagine you work for a market research firm which has been asked to find out about consumer behaviour at Halloween. Prepare a questionnairewith 8 or so questions and administer it to another member of class. You will each need a copy of the questionnaire.