NACOGDOCHES, Texas (KTRE) - For some, Halloween is just a minor holiday. But for others, it’s the holiday, and data from the National Retail Federation says that sales are expected to skyrocket, despite prices being the highest they’ve ever been.

SFA Professor Wenjing Li said It’s because of Halloween’s cultural impact.

“Halloween successfully turned candy into a necessity for this holiday, so people will still buy candy, but they will use different ways to cope with the price increase,” Li said.

Li is a marketing professor at Stephen F. Austin State University who specializes in consumer relations.

She says that holidays —especially those where children celebrate —always generate more revenue.

Li explained that, statistically, families and parents spend the most money on candy. W

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