Surprised by Halloween decorations appearing in grocery stores even before kids went back to school?
With consumers eager to celebrate, retailers are jumping in to capture the festive spirit earlier than ever. Spirit Halloween, for instance, has made waves this year by opening a record 1,525 locations and even partnering with Uber to deliver last-minute costumes. Their recognition in pop culture, including a sketch on “Saturday Night Live,” underscores their status as the nation’s largest Halloween retailer.
A big reason why Halloween has gained so much enthusiasm from both retailers and shoppers alike may simply come down to this: it’s fun.
And it’s not just seasonal retailers reaping the rewards. Major players like Target, Walmart, Amazon, and home improvement stores are also tapping into the Halloween market. According to Advantage Unified Commerce, Halloween has proven itself to be a resilient investment for retailers, even amid economic uncertainty.
This year’s Halloween spending is projected at $11.6 billion, slightly down from last year’s record of $12.2 billion, but still a significant increase over the past two decades. The National Retail Federation reports that Halloween spending has surged by over 250% in the nearly 20 years it has been tracked. Experts attribute the holiday’s rising popularity to a desire for community and celebration, particularly as people seek ways to connect post-pandemic.
Retailers are focusing on value this season. Home Depot, which gained notoriety during the pandemic with its $299 12-foot skeleton, is emphasizing affordability by offering seasonal products at various price points. Target has expanded its Halloween offerings with costumes starting at $15 and 60% of its decor priced at $10 or under. Craft retailer Joann is enticing customers with promotions, such as discounts for those who come dressed in costume.
Moreover, nearly all Americans—94%—celebrate Halloween by sharing chocolate and candy with family and friends, according to the National Confectioners Association. Last year, Halloween contributed $6.4 billion to confectionery retail sales, with growth projected between 3% and 5% this year.
Let’s face it: Halloween’s not just a holiday, it’s a booming business that brings joy and community connection.
