Scary… What Retail Marketers Can Learn from 2024’s Record-Breaking Holiday Spending!
Halloween has become one of retail’s most profitable and dynamic seasons—no longer a single night of costumes and candy, but a multi-week celebration that engages nearly every consumer segment. The 2024 season set new records in participation, décor sales, and digital engagement, offering valuable lessons for marketers planning 2025 campaigns.
A Record Year for Halloween Retail
Total U.S. Halloween spending in 2024 surpassed $12 billion, according to industry estimates, marking one of the highest figures in the holiday’s history. What’s driving this growth isn’t just inflation—it’s diversification. Consumers are spending across multiple categories and turning Halloween into a full-season experience that combines entertainment, creativity, and social sharing.
Four significant behavioral insights for 2025 planning:
- Halloween is starting earlier: Nearly half of shoppers have begun making purchases before October 1, with early planners accounting for a significant share of the total spend.
- Adults now dominate spending: Adult costumes, décor, and party supplies outpaced children’s categories for the second year in a row.
- Decorations rival costumes: Home and yard décor spending has reached near parity with costume sales for the first time.
- Digital inspiration drives purchase intent: Social media trends and memes on TikTok, Instagram, and Pinterest are leading purchase triggers, especially for DIY and aesthetically driven décor.
The Spending Breakdown: Costumes, Décor, and More
2024 revealed how Halloween has evolved into a lifestyle category. Consumers are not just dressing up—they’re curating entire visual experiences at home, online, and in their communities.
| Category | Average Spend per Participant | Share of Total Spending |
|---|---|---|
| Costumes (Adults, Kids, Pets) | $37–$45 | 32% |
| Decorations | $35–$42 | 30% |
| Candy | $30–$33 | 24% |
| Greeting Cards, Party Supplies, Other | $10–$15 | 14% |
The parity between costumes and decorations is significant. It means retailers can approach Halloween merchandising as a cohesive lifestyle category rather than a costume-led event. 1 such as Host the Ultimate Haunted Dinner or Turn Your Porch into a Scene, create broader purchase baskets and drive incremental sales.
Channel Performance: From Stores to Screens
The 2024 data also emphasized how hybrid shopping has become the norm. In-person store visits still account for the majority of costume and décor sales, but discovery and consideration happen overwhelmingly online. Retailers that integrated digital and physical touchpoints saw the highest conversion rates.
Top-performing marketing tactics observed in 2024:
- Influencer and UGC campaigns: Retailers that collaborated with creators for décor or costume showcases saw double-digit increases in social engagement.
- Visual search optimization: Retailers using tagged images and shoppable posts on Instagram and TikTok capitalized on trend-driven traffic.
- Localized promotions: Geo-targeted ads and in-store pickup incentives helped bridge the gap between online and offline experiences.
- Early loyalty offers: Email and app-exclusive pre-sales for loyalty members extended the buying season by up to two weeks.
Pop Culture, Nostalgia, and the Power of Relevance
Halloween’s creative direction continues to mirror pop culture. In 2024, viral costumes inspired by streaming series, nostalgic 1990s icons, and pet-themed variations dominated social feeds. Retailers that quickly pivoted to these trends—using agile creative production and flexible supply chain sourcing—secured sellouts weeks before the holiday.
In 2025, expect the influence of streaming releases, fandom communities, and AI-generated costume inspiration to grow even stronger. Real-time monitoring of social signals and rapid campaign adjustments will be key to maximizing momentum.
Preparing for 2025: Strategic Takeaways
The 2024 season underscored the need for retail marketers to be adaptable to capture Halloween’s full potential. As you plan for this year, three priorities should guide your strategy:
- Start Early, End Late: Launch pre-Halloween inspiration campaigns by mid-September, and keep inventory and promotions live through early November for late shoppers and post-event clearance.
- Merchandise by Mood, Not Just Category: Group products around themes—like Vintage Halloween, Glam Ghouls, or Family Frights to inspire cross-category purchases.
- Leverage Social Commerce: Invest in shoppable video, influencer partnerships, and interactive content that aligns with fast-moving trends.
Halloween 2024 demonstrated that creativity, timing, and omnichannel integration are key to retail success. Marketers who treat the season as both an emotional and experiential opportunity will capture the most growth in 2025.
The infographic below provides a detailed visualization of 2024 Halloween spending patterns, offering a clear reference point for planning this year’s campaigns.
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