Researchers conducted a survey for the National Retail Federation in the United States and found that 53.3 percent of consumers planned to buy a costume for Halloween 2005, spending $38.11 on average (up $10 from the year before). They were also expected to spend $4.96 billion in 2006, up significantly from just $3.3 billion the previous year. The troubled economy has caused many Americans to cut back on Halloween spending. In 2009, the National Retail Federation anticipated that American households would decrease Halloween spending by as much as 15% to $56.31. In 2013, Americans spent an estimated $6.9 billion to celebrate Halloween, including a predicted $2.6 billion on costumes (with more spent on adult costumes than for children's costumes) and $330 million on pet costumes. In 2017 it was estimated that Americans would spend $9.1 billion on Halloween merchandise with $3.4 billion of that being on spend on Halloween costumes.
The Spider-Girl comic book series, originally published under the MC2 imprint, features May "Mayday" Parker, Peter's daughter in an alternative continuity. This timeline diverged from regular continuity when Peter and Mary Jane's daughter is returned to them by Kaine. In Spider-Girl, Peter has been retired from crime fighting since his final battle with the Green Goblin, which cost him a leg. Peter has settled down to family life and works for the New York City Police Department as a forensic scientist. His teen daughter May follows in his footsteps against his wishes, but Peter eventually helps her train for her calling. Peter appears in costume several times in Spider-Girl, either to restrain and protect May, or to assist her. Peter is among the superheroes kidnapped by Loki in the spin-off Last Hero Standing.[volume & issue needed]
The custom of guising at Halloween in North America is first recorded in 1911, where a newspaper in Kingston, Ontario reported children going "guising" around the neighborhood. In 19th century America, Halloween was often celebrated with costume parades and "licentious revelries". However, efforts were made to "domesticate" the festival to conform with Victorian era morality. Halloween was made into a private rather than public holiday, celebrations involving liquor and sensuality de-emphasized, and only children were expected to celebrate the festival. Early Halloween costumes emphasized the gothic nature of Halloween, and were aimed primarily at children. Costumes were also made at home, or using items (such as make-up) which could be purchased and utilized to create a costume. But in the 1930s, A.S. Fishbach, Ben Cooper, Inc., and other firms began mass-producing Halloween costumes for sale in stores as trick-or-treating became popular in North America. Halloween costumes are often designed to imitate supernatural and scary beings. Costumes are traditionally those of monsters such as vampires, werewolves, zombies, ghosts, skeletons, witches, goblins, trolls, devils, etc. or in more recent years such science fiction-inspired characters as aliens and superheroes. There are also costumes of pop culture figures like presidents, athletes, celebrities, or characters in film, television, literature, etc. Another popular trend is for women (and in some cases, men) to use Halloween as an excuse to wear sexy or revealing costumes, showing off more skin than would be socially acceptable otherwise. Young girls also often dress as entirely non-scary characters at Halloween, including princesses, fairies, angels, cute animals and flowers.