Consumers in the US are projected to spend $8 billion on Halloween this year, a number that has been on the rise since 2009. With all the financial concerns that Americans have been facing the last four years, it may seem strange that they’d continue to increase their investment in non-essential expenses like costumes and candy. In fact, it is exactly these types of expenses, these “small luxuries,” that have helped people satisfy their desire to spend while maintaining the health of their bottom line. The desire to play, to pursue novelty and fun and to celebrate as a means of connecting with others is a global phenomenon which provides businesses with opportunities to reach the modern consumer. For a guide on how to do so, see our Big Picture report on the Global Energies (available to select Global MONITOR subscribers).