Halloween once had a somewhat rascally reputation. Years ago, it had a dedicated following among treat-seeking youngsters, of course, but the holiday was somewhat tarnished by the tricks perpetrated on the public by a small number of malefactors. Today, though, Halloween is widely accepted and marked by far more mirth than mayhem. It's big business, too. Holiday sales this year are expected to reach about $5 billion.

The National Retail Federation predicts that consumers will spend an average of $56.31 on Halloween this year. That's down slightly from last year, but that's a reflection of the economy rather than a loss of interest in the holiday. Even at the somewhat reduced level, sales this Halloween season will contribute positively to many retailers' profits for the year.

Those sales come from a variety of sources and are spurred by a broad demographic. Holiday-related sales were once tied to the 5-to-13 year-old crowd. They were the ones who wore costumes and went door-to-door in quest of treats. That's no longer the case.

Kids, of course, still dress up and ask for treats, but young adults and adults have created their own holiday rituals as well. Indeed, retailers and social scientists say participation of the latter has contributed greatly to the popularity of Halloween over the last two decades.

Costumes are one example of the increasing adult influence on Halloween and of retail sales relating to it. This year, Michael Jackson, Kate Gosselin, Sarah Palin and Lady Gaga costumes are popular with both young and old. And while sales of costumes for youngsters remain relatively static, the number of adult costumes sold continues to climb -- even in the current economic climate. And in another positive sales note, 15 to 20 percent of Americans who celebrate Halloween put a costume on the family pet.

Candy sales remain strong, too. More candy traditionally is sold at Halloween than at Easter, Christmas or Valentine's Day, retailers say. Consumers are expected to spend well over $1 billion on it this year. There's other positive sales news, too. Despite a crop shortage in some parts of the country, sales of pumpkins, the universal symbol of the holiday, are reported to be robust.

Another area of growth this year is in the sales of home and yard decorations. Area retailers say life-size or even larger yard decorations, particularly those with lights and/or movement, and small, colorful indoor items are selling briskly. That mirrors a national survey that indicates that nearly 50 percent of respondents will decorate their home or yard this year.

Halloween has come a long way since the days when its celebration was as much about tricks as it was treats. It has grown into a generally harmless, fun-filled family event -- and a holiday that is a bright spot for many of the nation's retailers.