Why has Halloween grown into the second-most-profitable seasonal even, after the colossus Christmas? Halloween has become a huge party holiday. Many experts say that Halloween sales can be an early indicator of consumer confidence entering the critical shopping season at Christmastime, when many retailers generate more than a quarter of their annual revenues. And this season, stressed consumers are looking forward to having some fun.

It’s scary… but according to the International Mass Retail Association, Halloween has become the second leading holiday after Christmas.