DDB Life Style Study discovers Halloween is Not Just for Kids.

According to the DDB Life Style Study – 67% of American adults believe that Halloween is not just for kids. In fact, for 13% of American adults, ages 18 – 44, Halloween is their favorite holiday – and the majority of these Halloween lovers do not even have children.

When many American adults think back to their childhood, they remember Halloween as a holiday that was primarily for children. Over time, however, the holiday has increasingly become one celebrated by adults too.

“People who say Halloween is their favorite holiday feel like they are under a great deal of pressure most of the time in their lives,” says Denise Delahorne, SVP, Group Strategy Director at DDB Worldwide, “and they are significantly more likely than others to say they love outrageous people and things. So, it is easy to see why the chance to suspend reality – even if just for a few hours by dressing up, decorating, and indulging in the tricks and treats of the holiday — is very appealing.”

While everyone seems to enjoy the icons of Halloween as part of the day’s fun, such as ghosts, witches, and vampires, those for who hold Halloween as their favorite holiday have a slightly different perspective on these things. As it turns out, Halloween lovers are far more likely than others to believe in ghosts, witches, and vampires. In fact, 66% of Halloween lovers believe in ghosts, 33% claim to have actually seen a ghost, 41% believe in witches, 19% believe in vampires and werewolves, and 28% believe people can really put a curse on you that works.

What is it about Halloween lovers that cause them to think so differently than the mainstream about these things? “They tend to be people who are more “right-brain” thinkers and have good imaginations,” says Delahorne. And, it should come as no surprise that Halloween Lovers are significantly bigger believers than everybody else in many other “mystical” things including psychics, astrology, seances, extraterrestrials, reincarnation, and even UFOs (which they are twice as likely to claim they have seen versus others).

To be fair, it isn’t just the Halloween lovers who believe in ghosts. In fact, 43% of Americans believe in ghosts. So while the majority of us will enjoy the ghosts and witches that we see on Halloween, and think of them as part of the festivities and make believe, for some among us, it might just be another ordinary – albeit spooky — day.

For more information at http://www.ddb.com