The following is from the October 29, 2010, edition of The Dallas Business Journal. SMU Marketing Professor Daniel Howard provided expertise for this story.
November 2, 2010
By Kerri Panchuk
Dallas Business Journal
Is the economy truly in recovery?
Dan Howard, a marketing professor at Southern Methodist University's Cox School of Business, says we’ll know in time because Halloween sales are a barometer of whether the American economy is truly in recovery or heading for another "chilling" dip.
But, he’s optimistic and expects higher Halloween sales will signal a return to greater consumer optimism.
“My predictions are that Halloween will be much less scary this year, compared to last year, economically speaking. I predict a 15-20 percent increase in the amount families spend on candy, costumes and decorations,” said Howard.
Read the full story.
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