Pumpkin Sales Suggest Gain in U.S. Economy



Some economic forecasters measure the rise and fall of the economy with housing starts; others rely on pork-belly futures to predict Wall Street's8217;s fortunes. The Rock & Roll Chef® conjures up predictions with an 's8220;orange crystal ball's8221;: pumpkins.

Marty Larkin (aka The Rock & Roll Chef), who has been a professional pumpkin carver and Halloween expert for nearly a decade, says that orders for his RockNRollHalloween.com (http://www.RockNRollHalloween.com) custom-crafted pumpkins are up somewhat over last season.

With tongue firmly in cheek, Larkin says, 's8220;What we call our Orange Index's8482; is about 4.7 percent ahead of 2004.'s8221;

In previous years, the Orange Index had hovered around 11 or 12 percent, but Larkin is reluctant to point fingers. 's8220;We do custom work for people of all political persuasions, so I's8217;m not about to suggest that President Bush and Halliburton are carving up America like a fat pumpkin,'s8221; he declares.

RockNRollHalloween.com's8217;s custom pumpkins are typically purchased by sales executives and corporations for use as reception-area decorations or as seasonal gifts. Larkin has carved for Playboy, Pixar, Kraft, KingWorld, Boeing and Harpo Productions (to name only a few), and ships his orange artwork all over the country.

He sees the increase in orders as a good economic indicator. He says his company begins receiving inquiries about pumpkins as soon as January, when he takes 's8220;early harvest's8221; orders (before Oct. 14) at a 10 percent discount. Orders are continuing at a brisk pace, he reports.

's8220;Normally, orders don's8217;t really hit until the second or third week of October,'s8221; Larkin says. 's8220;This year's8217;s Pumpkinomic indicator is a pleasant surprise. We's8217;re hoping the trend continues.'s8221;

Larkin, a marketing entrepreneur who focuses year-round on the entertainment and food industries, believes the corporate world's8217;s interest in Halloween gifts mirrors the holiday's8217;s increasing popularity nationwide.

's8220;Halloween is second only to Christmas in terms of consumer spending,'s8221; he says. 's8220;And, for my money, it's8217;s a lot more fun.'s8221;

's8220;Besides,'s8221; Larkin points out, 's8220;it seems like every business sends gifts and cards during the Christmas season, and so it's8217;s very easy to get lost in the shuffle,'s8221; he says. 's8220;I mean, how many 's8216;Seasons Greetings's8217; cards and 10-pound tubs of stale caramel corn can one office handle's8221;

When a client receives a custom-carved pumpkin, usually accompanied by a goodie bag of Halloween toys and goodies, 's8220;you definitely stand out from the crowd,'s8221; he says.

Another reason for the increase in pumpkin-giving may be a new awareness of the Hispanic market, Larkin says. 's8220;I's8217;d say the largest number of new clients have been those targeting individuals and business likely to appreciate Halloween's8217;s similarities to Dia de los Muertos (Day of the Dead).'s8221;

Day of the Dead shares many of Halloween's8217;s traditions and symbols, Larkin notes.

As for cost, Larkin says his medium-size carved pumpkins start at about $100. Each is hand-carved, and simply cannot be automated or mass-produced; the more intricate the images or logo and art preparation, the more the cost.

Because the pumpkin skin is scored, rather than cut entirely through, Larkin's8217;s pumpkins stay fresh for up to three months. Clients may also hollow out the pumpkin themselves for a lighted jack o's8217;lantern, which lasts three to five days.

Larkin, who also created 's8220;The Rock & Roll Chef's8217;s Halloween Carving Kit's8221; for X-Acto, says pumpkins take from 30 to 90 minutes to carve, depending upon the complexity of the image.

Asked whether his Orange Index can shed any light on the end-of-the-year holiday shopping season, Larkin shrugs his shoulders.

's8220;Although I's8217;d love to do them, there's8217;s no demand for pumpkins at Christmas,'s8221; he says. 's8216;The 13 Days of Halloween's8217; Now that's8217;s another story.'s8221;

For pumpkin-carving tips, free character templates and more, visit http://www.RockNRollHalloween.com.





Pumpkin Sales Suggest Gain in U.S. Economy