Halloween 2025: How Consumers Are Really Spending
Halloween 2025: How Consumers Are Really Spending
Halloween used to be one of those “candy + costumes” holidays. Today? It’s a full-scale seasonal economy. Consumers aren’t just buying a bag of Reese’s and a $19.99 witch hat at Target. They’re spending weeks (and hundreds of dollars) on outdoor inflatables, lighting, yard displays, pet costumes, and—yes—themed snacks and beverages that barely last until November 1st.
And the spend is real. According to the National Retail Federation, Halloween 2024 hit an all-time record of over $12 billion. 2025 projections are looking just as strong, if not stronger, given the early “holiday creep” we’re already seeing (Spirit Halloween stores opening in July, pumpkin spice drops in August). Consumers are signaling two things loud and clear:
Experiences > Stuff. Families want to create memory-making displays, not just buy candy for trick-or-treaters. That’s why inflatables, lighting, and home décor are the fastest-growing categories.
Social Sharing Drives Spend. TikTok, Instagram Reels, and YouTube Shorts have made Halloween décor a competitive sport. The better your skeleton-on-a-motorcycle looks, the more likes you get—and consumers are spending accordingly.
Who’s Buying What
Households with kids: Costumes (average of 2–3 per child), décor, and candy. Spend stacks up fast—often $150+.
Millennials & Gen Z without kids: They’re in it for the parties, the content, and the pets. Pet costumes alone are a billion-dollar micro-category.
55+ shoppers: Surprisingly strong growth in outdoor décor. Think light-up pumpkins, skeleton armies, and trip-proof inflatables.
Where It’s All Going
Mass Retailers (Target, Walmart, Dollar General): Still the bulk of candy and costume sales.
Amazon: Last-minute costumes, replacement lights, and backyard décor.
Home Improvement Stores (Lowe’s, Home Depot): Emerging winners—yard inflatables and outdoor lighting are as much a DIY purchase as a seasonal one.
Why It Matters for Brands
Halloween is no longer a “minor” holiday. It’s a retail tentpole, with spillover into Thanksgiving and Christmas. Consumers are primed to spend, and brands that show up early (July–September) can ride the momentum.
Food & Beverage: Seasonal LTOs (“Pumpkin spice hard seltzer” sounds absurd… until it sells out).
Home & Garden: Safety products (like trip deterrents and yard protection) ride alongside décor sales.
CPG & Retail: Cross-merchandising candy + décor + convenience food is key.
My Take
Halloween is now the trial run for the entire holiday season. If consumers are willing to splurge in September/October, they’ll double down in December. Ignore Halloween, and you’re missing the soft launch of the real spending season.
The brands that win aren’t just selling candy bars—they’re selling the Instagram-worthy lifestyle of “Halloween at our house is better than yours.”
👉 What’s your Halloween spend this year—costume for the dog, or a twelve-foot skeleton?