"Halloween has evolved from a kids-only holiday to a chance for adults to dress up, have fun and party," says Nick Jain, owner of Victoria's Theatrical Supply located at 1331 Lincoln Ave. Jain says adults account for more of his Halloween sales than children.

Linda Waltrip, owner of Park Place Vintage, 1318 Lincoln Ave., for 22 years, says she remembers when the demographic shift in Halloween customers occurred.

"When I first started, only a small percentage of adults were coming in," she says. "It has been escalating since then, and now I need to start preparing in June."

Despite lingering demons in the Silicon Valley economy, as well as an upcoming election that has voters going batty, Aladdin's Lamp Company owner Rhonda Johnson says Halloween is a time when people can cut loose and have some fun.

"Customers like this time of year," she says. "They're out to have a good time. Some customers are so creative too. People can really get into it."

Waltrip agrees that Halloween sales have remained relatively stable throughout economic peaks and valleys.

"Halloween is still going strong. Sales haven't really dropped," Waltrip says. "It's a holiday when people can just let loose. And Halloween is the only holiday that's really for yourself, and when you aren't buying gifts."

Spooky Wear

Although the retailers say the jury is still out over which costumes will dominate this year, there are some perennial favorites.

For female revelers, the retailers say, sexy and ultra-feminine costumes fly off the shelves.

"It used to be funny and scary," Waltrip says. "But now people really want to look sexy and cute. I hardly ever sell scary costumes anymore."

"Sexy is, in my view, the way to go," Jain says. "People are asking more for them than regular costumes. A lot of people work out and want to show off their figure. It's California, and people take care of themselves. And for Halloween, people want to look more exciting than normal."

Johnson also sees a trend toward the sexy, not scary.

"A lot of women want to look either really sexy or really cute," Johnson says. "Not too many want to look ugly."

And costumes lifted from the pages of storybooks are usually hot items, the retailers say.

"Fairies have gained popularity, even with adults," Jain says. One reason for the fairy craze, he says, could be the wide variety of ways to make the look unique, from punked-out pixie to Tinkerhell—an evil version of the beloved Peter Pan character.

Johnson agrees that fairies are the undisputed rulers of the supernatural realm. And she offers a suggestion for a do-it-yourself disguise that any former bridesmaid can easily create.

"Use that old bridesmaid dress that's just sitting in your closet, throw on some wings and maybe a tiara and —voilà—you can use the darn dress again," she says.

Princess costumes are also big sellers among women of all ages, Johnson notes.

"Us women are all looking for Prince Charming," she jokes.

Adult partygoers also favor time period looks, Johnson says. For the 20- to 35-year-old crowd, disco and '80s are becoming the styles du jour. Waltrip says that at least once a year, she dresses a group of people as The Village People.

But the Eisenhower administration—when greasers and Gidget ruled the teen scene—will live on forever.

"Women like the skirts. They get to be girly-girls, like Sandra Dee. And the guys get to be John Travolta," says Johnson.

Waltrip says she serves a lot of customers who want to recreate looks from the musical Grease. Pink Ladies costumes populate her displays, and Johnson says many women want to look like the character Sandy in a tight spandex outfit.

Other pop culture icons that customers frequently want to emulate are Marilyn Monroe and Elvis Presley, Jain notes, and Waltrip says she has dressed a few customers as Lucy and Ricky Ricardo.

Costumed Babes

Though the headliners of yesteryear remain indomitable, retailers say they scour what is going on in newspapers, magazines and movies to predict the next big thing in costume sales. Jain says Catwoman costumes might replace last year's Spiderman as the movie character trend of the year.

Waltrip says thinks that the Stepford Wives will invade Willow Glen on Halloween night.

And devils have made a comeback, Johnson notes, thanks to the newest incarnation of The Exorcist. She adds that numerous items in her store can recreate the look as much as is humanly possible.

"Aladdin's Lamp Co. has horns and gory makeup," she says. "We can't make your head spin around though."

But for revelers unafraid to publicly mock disgraced celebrities, Johnson offers a costume trend ripped from the pages of today's headlines—and yesterday's, last year's and probably tomorrow's. The victim: the "queen of clean"-turned-convicted felon Martha Stewart. To create the look, she says customers purchase a packaged prisoner costume, blonde wig, apron and gardening tools.

And for individuals looking for a costume that combines partying and politics, Johnson says the answer is presidential or wannabes. Masks of Bush, Kerry, Nixon and all the major players line the corner of her store.

But when it comes to which figure is leading with this year's customers, the ballots are still uncounted.

"They're all undecided. I can't say who will win," she says, laughing and pointing to a mask of Donald Trump. "But Trump is waiting to tell whoever doesn't win, 'You're fired.' "

Although the stores cater to masqueraders of both genders, the retailers say women account for more of their business than men. But, when it comes to convincing a reluctant mate to don a costume, Johnson offers this nugget of advice for weary wives and girlfriends: Gentlemen prefer props.

"Guys like anything with a prop," she says. "Women can talk their spouses into dressing as a character if they get to carry a prop."

Men can frequently be cajoled into wearing a costume if it tickles their funny bone, she says. Some of the humorous, prop-based costumes Johnson says are top sellers include a "Missing Person" milk carton headpiece and a buzzard hat. Scary clown costumes a la the horror movie It and shock-rockers The Insane Klown Posse are also popular with the male set ages nine to 25, and require only a wig and makeup.

Guns are also popular with men, she says, and the No. 1 look men go for is the prohibition-era gangster.

Although Waltrip agrees that Capone-influenced costumes are sure shots for men, she offers a different way to convince hesitant males to dress up—appeal to their seedy side. She says that after gangsters, pimp costumes are ever popular, especially with younger men.

But Waltrip recalls one male customer who had a particularly memorable Halloween experience. The secret to his success—getting a jumpstart on the Christmas season.

"One guy came in really late on Halloween night, and said he needed a costume," she says. "I told him I would see what was left, and I found a Santa costume. So I rented him the costume, and he came back the next day and said he had the best Halloween ever. He said, 'I had girls on my lap all night long telling me what they wanted for Christmas.' "

Costume Creativity

Stories of last-minute shoppers scrambling to throw together an outfit are common—all the retailers say the last two weeks before Halloween get pretty crazy in their stores, and each store adds extra employees and extends its hours.

But the store owners insist that people who wait until the day before Halloween can still put together a costume without sacrificing originality or attractiveness—or resorting to hair-raisingly expensive rental costumes.

One cheap and easy way to do this, according to Johnson, is to don a black snowcap, black pants and a black mask and then—voila—a law-abiding citizen is transformed into a cat burglar.

Another idea she suggests came from a customer she served a few years ago. With an industrial-size garbage bag and $10 worth of makeup and latex, the person transformed himself into a corpse.

Waltrip says that frantic shoppers searching for a thrifty costume should remember the Summer of Love. For less than $25, they can purchase a tie-dye shirt, peace sign necklace, John Lennon-style sunglasses and a headband and—like, whoa—become a hippie for a night.

But, with three costume stores making their home on Lincoln Avenue, Willow Glen residents may have a competitive edge when it comes to nailing down that last-minute look. And, at only two years old, Aladdin's Lamp Co. is the undisputed new kid on the block.

Johnson started selling costumes online in 1999. Almost three years ago, she relocated her business to the real world, and opened a store near Lincoln Avenue Liquors. But the retailer remembers that accommodating the Halloween rush in the 200-square-foot space was challenging.

"Only so many people could come in the store and then it was like, pick a number," she says.

When the space at 2090 Lincoln Ave. became available, Johnson says her family encouraged her to expand her business.

"My husband said 'Take the jump. You like it, so go forward,' " she says.

With the additional space the new location affords her, Johnson has added a rental room where customers can select elaborate vintage and period costumes. She also sells pre-packaged costumes and accessories such as wigs, hats, makeup and haunted house accoutrements.

In addition to Halloween costumes and accessories, Johnson says the store offers outfits for an entire calendar's worth of revelries. The store tailors its stock to suit the season, and sells reindeer and Santa suits during the Christmas holiday, bunny suits for Easter and gaudy garb for Mardi Gras. For students, Johnson says she offers a discount on costumes for school plays.

Although Johnson says she enjoys both the costume business and the customers who come into her store, she adds that many people are confused about when she is actually open.

"A lot of people think we're only here during Halloween," she says. "But we're here all year long."

For costume information, call Aladdin's Lamp Co., 2090 Lincoln Ave., at 408.445.0800; Park Place Vintage, 1318 Lincoln Ave., at 408.294.9893; and Victoria' Theatrical Supply, 1331 Lincoln Ave., at 408.295.9316.

Quick and easy costume ideas

By Mary Gottschalk

Halloween costume ideas using items easily found in thrift and vintage clothing stores.

Princess — Old prom dresses are the stuff of fairy tale princess looks. Accessories such as gloves and glittery jewelry are also abundant. You can add a plastic tiara and wand from the stock at drug or party stores.

Disco Guy — For a bad case of Saturday Night Fever, look for a three-piece polyester suit and a polyester shirt with a wide collar. Add a few gold chains, some hair gel and start practicing those moves.

Runaway Bride — A wedding dress paired with running shoes is a simple look to put together. The bouquet is optional.

Silent Screen Siren — Bias-cut slips and satin bed jackets paired with high heel slides, preferably with feathers, will make any woman ready for her "close-up."

Tourist — Shorts, Hawaiian shirt, flip-flops, big hat and a camera hanging around your neck are the basics. If you want to be an Ugly American Tourist, add a tote bag filled with toilet paper, maps, chewing gum, bottled water and sunscreen.

Devil With the Blue Dress On — Pick out a glitzy blue dress and add devil's horns. The tail is optional.

Castaway — Find a grubby old white T-shirt, tear off the bottom of a pair of khakis, wear your hair long or get a wig, add a beard and, most important, find a Wilson volleyball to carry with you.

Gatorade Athlete — Look for your favorite team's sweatshirt or T-shirt among the rows of those items. Find face paint to match your favorite color Gatorade and apply it to whatever skin is showing to simulate the "colored sweat" of the commercials.

Little Red in the Hood — Pair a hooded red sweatshirt with baggy pants worn low on the hip and carry a basket of cookies.

Pampered Spa Lady — Wrap a towel turban-style around your head, put on facial mask cream, wear a bulky bathrobe, paint your toenails and add toe separators.

Plastic Surgeon — Wear surgical scrubs or a lab coat and carry a roll of plastic wrap for on the spot plastic surgery.

Secret Service Agent — Wear a conservative suit and tie or long dark coat, sunglasses, hair gel, ear phone in one ear with the wire tucked inside your coat, a cell phone in your pocket and an American flag lapel pin.