Susan Stringer, manager of Beauty and the Beast Costumes at 3708 Dayton Blvd. in Red Bank has seen more girls opt for super heros as Halloween costumes as well as "strong, powerful female characters," such as Rey, the central character in last year's "Star Wars: The Force Awakens."After an 11-year reign as the No. 1 Halloween costume, the princess has been pushed off her pedestal by the superhero costume category, says an annual survey of Halloween trends and spending by the National Retail Federation (NRF).
"Thank God, girls are finally getting away from pink princesses," said Susan Stringer, manager of Beauty and the Beast Costumes at 3708 Dayton Blvd. in Red Bank.
Stringer has seen more girls opt for superheros and "strong, powerful female characters," such as Rey, the central character in last year's "Star Wars: The Force Awakens."
Spending on Halloween costumes this year is expected to reach $3.1 billion, the NRF's annual survey found, with two-thirds of those celebrating the holiday planning to purchase costumes.
Total Halloween spending is expected to reach $8.4 billion, an all-time high in the history of the NRF survey, as more than 171 million Americans plan to celebrate Halloween this year. The average person is expected to spend $82.93 on Halloween this year, up from last year's $74.34.
But even as Americans spend more on Halloween, small independent businesses such as Beauty and the Beast have to look for niches to compete with sales of Halloween gear at big box retailers, pop-up stores in strip malls and on the internet.
"It's rough," said Stringer. "Internet sales is basically driving out all the small business people."
So in addition to selling the typical Halloween makeup, fake blood and commercially-made masks, Stringer sets herself apart by renting costumes that she sews in a back room of her 29-year-old business, which is owned by her 85-year-old mother Mary Fugate, who helps run the cash register.
Beauty and the Beast also supplies costumes for middle and high school drama productions.
"We do a lot of school plays; that's a huge niche," said Stringer, who makes a point of giving supporting characters props and extra touches on their costumes that help make them feel like stars.
"Everybody on the stage should feel special," she said.
Just down the street from Beauty and the Beast is another supplier of specialty Halloween gear, Jalic Blades at 2011 Dayton Blvd. Its costumes include a $449.95 Jon Snow outfit ,along with other characters from George R.R. Martin's popular medieval fantasy book series "A Song of Ice and Fire" and the HBO TV series adaptation of it, "Game of Thrones."
Jalic Blades also has high-end Star Wars character costumes, including Darth Vader for around $800, and generic fantasy costumes, such as elves and monks.
"It's funny and it's true, I've sold that robe to [actual] monks," said Chris Beasley, the owner of Jalic (shorthand for "just a little internet company") who in 2015 relocated his business - which has the license to make the official, collectible swords for Martin's fantasy series - from East Lansing, Mich., to the warehouse and retail space in Red Bank.
Since Beasley ships "Game of Thrones" swords all over the world, the retail showroom doesn't have to support his business. That said, he does get customers for high-end costumes that are durable enough to be worn over and over again.
"There are people who spend a lot on Halloween," Beasley said, citing people who do "cosplay," or costume play, as a hobby. "They'll spend thousands and thousands of dollars on stuff."
NRF has conducted its annual Halloween survey since 2003. This year's survey found that seven in 10 consumers plan to hand out candy, and nearly half will decorate their home or dress in costume. Halloween is a unique holiday, the NRF says, since everything from who celebrates it and how they celebrate it to what they wear is up for interpretation each year - which keeps retailers on their toes.
"I don't think I've sold a single clown costume since Oct. 1," Stringer said. A nationwide panic over creepy clown sightings has made even professional clowns leery of appearing in public in greasepaint. Likewise, customers at Beauty and the Beast Costumes have steered clear of clown gear.
"Most of them are saying, 'I don't want to get shot,'" Stringer said.
Contact staff writer Tim Omarzu at tomarzu@timesfreepress.com or www.facebook.com/MeetsForBusiness, Twitter @meetforbusiness or 423-757-6651.