← ALL NEWSLETTERS Sunday Afternoon · October 25, 2026

Sunday Afternoon: October 25, 2026

Every October, millions of us pay good money to walk through a dark maze while strangers in masks jump out and scream at us.

Then we get back in line to do it again.

Americans are expected to spend a record $13.5 billion on Halloween this year, including $4.3 billion on decorations. Apparently the 12-foot skeleton in the front yard is now considered a household essential.

So why do we enjoy being scared? It turns out there’s real science behind it.

When something startles you, your brain hits the alarm button. Adrenaline kicks in, your heart rate jumps, your breathing speeds up and your muscles tense, ready to fight or run. It’s the same fight-or-flight response that once kept our ancestors from becoming lunch.

But a split second later, another part of your brain catches up and says, “Relax. It’s a teenager in a rubber mask.” When the danger turns out to be fake, the fear turns into relief, and many people walk away with a genuine mood boost.

Researchers at the Recreational Fear Lab at Aarhus University in Denmark (yes, there’s a lab dedicated to fun fear) have found a few other surprising benefits:

  • It’s practice. The lab’s director compares it to a flight simulator: you learn what fear feels like and how to manage it.
  • It may build resilience. Early in the pandemic, horror fans reported handling the stress better than most.
  • It brings people together. Screaming together creates a bond... which explains all the hand-holding in haunted houses.
  • You’re in control. You can close your eyes or walk out. Real life doesn’t come with that option.
  • There’s a sweet spot. People tend to have the most fun when they’re moderately scared, not terrified.

They’ve also found three kinds of horror fans: adrenaline junkies who love the thrill, white knucklers who grip the armrest and test their limits, and dark copers who use scary stories to work through real-life stress.

Of course, here in Arizona, we get plenty of recreational fear year-round. Anyone who has reached into a dark shoe during scorpion season knows exactly what a jump scare feels like.

One thing every good scare has in common: your shoulders shoot up to your ears and your neck locks up. Usually those muscles relax afterward. Usually. If a weekend of haunted houses leaves you a little stiff, you know where to find us.

So go ahead and enjoy a good scare this Halloween.

Have a great afternoon,

Joy, Jen, Kim, Kathy, Coloradas, Maxfield, Dr Shriner and Dr Ring

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