Trick or treaters on the prowl for chocolate on Halloween are advised to knock on the doors of any Millionaires in the neighborhood. Households with a net worth of at least $1 million are more likely than non-Millionaire households to put out the good stuff, our new survey finds.
Eighty-five percent of Millionaires with a net worth up to $5 million as well as 82 percent of Ultra High Net Worth households with a net worth of at least $5 million indicate they will be dispensing chocolate to trick or treaters. The chances of bagging chocolate treats decreases with net worth with 78 percent of households with a net worth between $500,000 and $1 million, 67 percent of those with $100,00 and $500,000, and 63 percent of those with less than $100,000 net worth indicating they will be handing out chocolate.
Conversely, $100,000 net worth households are the most likely to dispense non-chocolate treats such as bubble-gum and lollipops, but at that, it’s only 23 percent.
As a rule, Millionaires don’t do boo for non-family related holidays. Our research suggests this may be a product of the Millionaire mindset that credits, along with education and smart investing, hard work and frugality as the primary factors in their wealth creation. Thus, on New Year’s Eve, it is more likely you will find Millionaires welcoming the new year at home instead of out at a party or restaurant. But you might want to re-think calling at midnight to extend New Year greetings. A higher percentage goes to bed early than entertaining friends.
But Halloween (and Valentine’s Day, for that matter) are exceptions, our research finds. Roughly six-in-ten Millionaires and almost two-thirds of Ultra High Net Worth households are down for buying candy and treats for Halloween.
For those scouting the neighborhood for the best trick or treat houses, our Affluent research suggests that trick or treaters will do better with married households rather than with singles (64 percent of the former plan to have treats to hand out vs. 47 percent). Chances, too, are better for treat dispensing at the homes of Affluent individuals who identify themselves as conservative (64 percent of these intend to greet trick or treaters) than liberals (57 percent).
Want chocolate? This, too, is more the province of married households (82 percent) than singles (73 percent). And you have better luck scoring chocolate if the treats were bought by men (83 percent) than women (75 percent).
It is on this issue that conservatives/liberals and Republicans/Democrats agree: Chocolate rules as the trick or treat handout of choice.