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ATTLEBOROFour-year-old Connor Davis of North Attleboro is bulking up for Halloween. He's going to be Spiderman, replete with muscles.

This was the first year he got to choose his own costume, said his father Ron, as he watched his wife Kristin adjust Spiderman's hood at iParty in Bristol Place last weekend. Connor's twin, Jordan, had already picked out her costume - "Twilight Fairy."

And costumes won't be the Davis's only Halloween investment. There are the decorations for the house to buy.

"It's definitely trying to keep up with the Joneses," Ron Davis said. "Now that the kids are getting older, they see what's in everybody else's yard and want to know why we don't have anything in our yard."

The Davises are among the growing number of people nationally spending more on the holiday that bridges the gap between summer and Christmas. Halloween is now the second-biggest decorating holiday of the year. A poll conducted by the National Retail Federation found nearly 64 percent of consumers say they plan to celebrate the holiday this year, up from the 52.5 percent last year. Of those who plan to celebrate, 67 percent said they will purchase Halloween decor, with nearly half planning to decorate their home or yard.

iParty reports it has seen a marked rise in sales for novelties like squishy, bloody, brains, hands and feet, create-your-own tombstones and an 8-foot-tall pirate to welcome guests at the front door. Decor sells for as much as $150, but people are buying, said company spokeswoman Marissa Lewis.

Count Karen Thibeault of Warwick, R.I. among the enthusiasts.

"We've already done it," she said when asked whether her family was spending more on decorations this year. "We just bought a new house and since it's the first time, we want to decorate for Halloween."

Thibeault was watching her daughter Kailegh, 8, try on a Pilgrim costume at iParty, though Kailegh said she had already decided that she is going to dress as a witch for Halloween because she loves her witch books.

Witch costumes remain one of the popular classics for Halloween, according to the NRF. Princess costumes ranked as the most popular for young girls this year. Spiderman and Superman top the list for young boys. NRF's survey found nearly 4 million children are planning to dress in costume this Halloween.

Angela Navarra, manager of the Spirit Halloween Superstore in Norwood, said ninjas, "Star Wars" and Power Rangers characters are popular this year with the little boys, while little girls have been looking to dress as gothic punk rockers, an "American Idol" star or fairy princesses.

There are more than 400 Spirit Halloween stores nationally, including one in South Attleboro Square on Route 1. They only open during the Halloween season, from Sept. 1 to Nov. 1.

Witches, pirates and vampires top the adult costume list this year, according to a survey by BIGresearch which also found that Halloween's popularity among young adults is growing for a second year in a row.

More than 85 percent of 18- to 24-year-olds plan to celebrate the holiday, up from about 67 percent last year. More than 76 percent of consumers age 25 to 34, and 71 percent of those 35 to 44, also plan to celebrate, mostly at costume parties. Navarra, of Spirit Halloween, said a lot of men are fashioning themselves as pirates, largely due to the popularity of the "Pirates of the Caribbean" movies, or as Superman. Women are choosing sultrier garb from their Leg Avenue line, which Navarra describes as "Britney Spears-like."

At iParty, where sales last year totaled more than $72 million - 25 percent of the company's profits coming during the month of October - the "Pirates of the Caribbean" lead character Jack Sparrow costume has been the number one draw, with Superman, Batgirl and Supergirl, devils, vampires, Scream, Walt Disney characters, Dora the Explorer, Power Rangers and Dorothy of "The Wizard of Oz" rounding out the top 10 list.

Anna Buckman, 19, of North Attleboro had already decided she was going to be Dorothy and was now trying on the costume at iParty. "I'm forcing my brother to be the scarecrow," she added, while giving a curtsey as she modeled the costume for her sister, Eden, 18, and friend Ashley Feid, 17. Eden will dress as Jack Sparrow this year; Ashley will be his mistress, she said.

They're dressing their little dog, too, as a pirate, Eden said.

And then there are those who still make their own costumes - like Becky Jackson of Attleboro. Actually, last year was the first time that she bought costumes because she didn't have the time to make them for her sons, Dennis, 10 and Aaron, 9.

"I think they were sort of bummed, so I said I would definitely do it this year," said Jackson.

One is going to be dressed as a member of team Agua and the other from team Magma, both Pokemon characters. She'll download the pictures to get an idea of what is needed and then start sewing.

"I love to sew," said Jackson. "I think the boys enjoy (homemade costumes) because they are made especially for them."

Plus, the costumes get re-used for play at home.

Kris McVay, store team leader for Jo-Ann Fabrics in North Attleboro, said many of the store's customers still make costumes, either for their children or grandchildren.

A growing trend is college students making costumes for parties. Popular patterns include the traditional witches and princesses and animals for younger trick-or-treaters, along with the popular pirates this year. "And 'Star Wars' is still up there," said McVay.

Customers also buy fabric to decorate their homes, some for seasonal curtains for the dining area or a tablecloth specifically for the holiday and parties. "We sell a lot of fabric for ghosts" for display in yards, she added.

The seasonal buying starts at the beginning of October and goes right up until the holiday, which will fall on a Tuesday this year, McVay said.

Add candy into the big spending mix and consumers are scaring up big sales for retailers, with the average consumer spending $18.72 on those sweet products alone, according to the Retail Federation.

SUSAN LaHOUD can be reached at 508-236-0398 or at slahoud@thesunchronicle.com.