Well, it could be a rise in the nuts that actually take Halloween as a religious holiday. Was New Age/Wicca (among other things) really around when you were a kid? While as it currently is, its modern form is mostly just a religion which appears made up to annoy parents, many adherents do celebrate Halloween as a religious event. Given that change in context, one should expect a change in attitude.
Wicca is a modern form of the pagan nature religions of northern Europe. The beliefs called New Age originate in the Theosophy and Spiritualist movements of the Victorian period.