Britons are prepared to splash out on scary costumes and make-up this Halloween, according to new research.

Figures released by market researchers TNS show that one in four British adults intend to buy a Halloween costume . Of these, men are expected to spend an average of £43 on their outfit, more than double the amount women are expected to fork out (£20).

Over a third of adults (35 per cent) plan on buying sweets for trick or treating children this Halloween, while many are also expected to stack up on Halloween-themed snacks and fizzy drinks for their children’s parties.

The TNS research also reveals that 29 per cent of those celebrating Halloween 2010 intend to keep traditional Halloween celebrations also remain popular with 29 per cent of those celebrating intending to buy a pumpkin and 22 per cent purchasing apples for bobbing.

Meanwhile, figures released by the National Retail Federation in the US show that 40 per cent of all adults in America and 69.4 per cent of 18-24 year olds are expected to dress up for Halloween, with each spending an average of USD23.37 (GBP14.6).

In addition, 72 per cent of US adults intend to hand out confectioneries on October 31 and 46.3 per cent will carve a pumpkin .