Following the death of Ben Parker, Peter, and May faced a great deal of financial difficulties. With Aunt May being rather weak, Peter decided to become the breadwinner of the household, despite Aunt May asking that Peter instead focus on his studies. Peter considered using his Spider-Man identity for crime but decided against it, both for moral reasons, but also because he knew it would hurt Aunt May if he went to prison.
With more and more anime, manga and tokusatsu being translated or adapted, Western audiences were beginning to experience the Japanese styles of superhero fiction more than they were able to before. Saban's Mighty Morphin Power Rangers, an adaptation of Zyuranger, created a multimedia franchise that used footage from Super Sentai. Internationally, the Japanese comic book character, Sailor Moon, is recognized as one of the most important and popular female superheroes ever created.
Marvel has featured Spider-Man in several comic book series, the first and longest-lasting of which is The Amazing Spider-Man. Over the years, the Peter Parker character developed from a shy, nerdy New York City high school student to troubled but outgoing college student, to married high school teacher to, in the late 2000s, a single freelance photographer. In the 2010s, he joins the Avengers, Marvel's flagship superhero team. Spider-Man's nemesis Doctor Octopus also took on the identity for a story arc spanning 2012–2014, following a body swap plot in which Peter appears to die. Marvel has also published books featuring alternate versions of Spider-Man, including Spider-Man 2099, which features the adventures of Miguel O'Hara, the Spider-Man of the future; Ultimate Spider-Man, which features the adventures of a teenaged Peter Parker in an alternate universe; and Ultimate Comics Spider-Man, which depicts the teenager Miles Morales, who takes up the mantle of Spider-Man after Ultimate Peter Parker's supposed death. Miles is later brought into mainstream continuity, where he works alongside Peter.
 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.