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If you don’t dress up for Halloween this year, it will be you that stands out.

According to a National Retail Federation survey, more Americans will dress up this Halloween than ever before — upwards of two-thirds plan to buy a costume this year. That’s a rise from 65% last year, and the most in the survey’s 11-year history. The survey by Prosper Insights & Analytics also found that the average person plans to spend $77.52 on the holiday, up from $75.03 last year.

Better costumes and greater variety are influencing the high demand, according to NRF. And it helps that Halloween falls on a Friday this year, pushing more people to celebrate in bigger ways.

Continue reading at AdAge.com