Halloween Ecommerce: 50 Retail Stats and Advice for Brand Management in 2025

Read newsletter on LinkedIn

Halloween has transformed from a fun, spooky celebration into one of the most profitable seasonal events in global retail. Each year, consumers spend billions on costumes, candy, home decor, and digital experiences — making October a goldmine for e-commerce brands and marketers. With shoppers starting earlier, spending smarter, and seeking more immersive and shareable experiences, understanding the latest Halloween trends is key to maximizing conversions.

1. Total U.S. consumer spending for Halloween in 2023 reached $12.2 billion. (National Retail Federation)
2. Average spend per person for Halloween in 2023: $108.24. (Webinterpret)
3. The forecast for Halloween spending in 2024 was $11.6 billion with an average spend of $103.63 per person. (EMARKETER)
4. Participation rate: 72% of U.S. consumers planned to celebrate Halloween in 2025. (Wunderkind)
5. 47% of U.S. consumers began their Halloween shopping before October (2024 data). (Retail Dive)
6. Younger consumers (ages 25-34) are more likely to start early — about 56% began pre-October. (EMARKETER)
7. Discount stores dominate as purchase venues: in 2024, 37% of Halloween shoppers bought at discount stores in the U.S. (Retail Dive)
8. Specialty Halloween/costume stores and online each accounted for 33% of purchase destinations in that period. (National Retail Federation)
9. The U.S. Halloween decorations market was valued at USD 4.98 billion in 2024 and is projected to reach USD 12.08 billion by 2033, at a CAGR of 10.4%. (IMARC Group)
10. Globally, the Halloween decorations market was valued at USD 3.5 billion in 2023 and is projected to reach USD 6.1 billion by 2032 (CAGR 6.5%). (Dataintelo)
11. The global Halloween costumes market is expected to grow at 5.0% CAGR from 2023-2030. (Cognitive Market Research)
12. In the 2023 U.S. survey: among those celebrating, 69% planned to buy costumes — highest in their survey history. (National Retail Federation)
13. In 2023 U.S., costume spending was projected at $4.1 billion. (National Retail Federation)
14. Decorations spending in 2023 U.S. anticipated at $3.9 billion. (National Retail Federation)
15. Candy spending in 2023 U.S. anticipated at $3.6 billion. (National Retail Federation)
16. Greeting cards: $500 million projected for 2023 U.S. Halloween greeting cards. (National Retail Federation)
17. 10-year growth: Online retailers noted that Halloween spending has nearly doubled in the last decade (comparing 2014 to now). (Webinterpret)
18. In 2024, 70% of Halloween shoppers stated that in-store promotions were the most likely factor influencing a specific product purchase. (EMARKETER)
19. Sales/coupons came in second (≈69%) as influencer of purchase behaviour in Halloween shopping (2024 data). (EMARKETER)
20. The trend: product-specific searches spiked (e.g., “halloween makeup”, “pet costume”), indicating more focused consumer intent. (Analyzify)
21. Pet costumes continue growing in popularity (in U.S. survey 2023: pet costume spending projected at $700 million). (National Retail Federation)
22. In 2023, children’s costume spending up 20% from 2022; adult costume spending up 18%. (National Retail Federation)
23. Among decoration buyers in the U.S., in 2023 >75% of participants planned to purchase decorations. (National Retail Federation)
24. The South region of the U.S. accounted for 35% of the U.S. Halloween decorations market in 2024. (IMARC Group)
25. Shoppers are looking for value: although participation remains high, average spend is slightly down in 2024 vs 2023 — reflecting budget-conscious consumers. (Retail Dive)
26. E-commerce teams note that Halloween now acts as the “unofficial start” of the major Q3/Q4 retail season. (productsup.com)
27. Marketing tip: Running flash sales during Halloween can increase transaction rates — one example: a 48-hour flash sale drove a 35% increase in transactions. (Website)
28. Free shipping is a big lever: 48% of customers buy more when they know they’ll get free shipping (in seasonal context). (Website)
29. Home décor/yard display is no longer niche: social media accentuates immersive, Instagram-worthy setups, fueling the decorations growth. (IMARC Group)
30. Among younger generational demographics: Gen Z (42%) say they go “bigger and better” for Halloween compared to previous years (in one study). (theshelf.com)
31. In that same study, 34% of Millennials said they were going “bigger and better” this Halloween. (theshelf.com)
32. The portion of consumers planning to start Halloween shopping early (before October) has risen from 32% in 2014 to 47% in recent years. (EMARKETER)
33. In 2024, promo timing matters: already by August/September many retailers are prepping and launching Halloween offers. (RetailWire)
34. On-line vs offline: Even though online is strong, in-store (especially discount chains) remain a major channel for Halloween purchases. (National Retail Federation)
35. The globalisation of Halloween: Markets outside North America are seeing faster growth (e.g., decorations market in Asia Pacific). (Dataintelo)
36. Even with inflation, Halloween remains a “must-celebrate” event for many consumers and thus a resilient seasonal occasion. (RetailWire)
37. The category breakdown U.S. (2024): Candy ($3.5 billion), Decorations ($3.8 billion), Costumes ($3.8 billion). (Retail Dive)
38. Specialty Halloween/costume stores are gaining share in the purchase destination mix — showing the value of niche retailers. (National Retail Federation)
39. The decorations market’s strong CAGR (10.4% in U.S. 2025-33) signals long-term opportunity for format, outdoor/prop, lighting etc. (IMARC Group)
40. Retailers that launch Halloween campaigns earlier (pre-October) tend to capture larger market share. (https://callin.io/)
41. Consumer searches for “group costumes” and “couple costumes” are trending upward. (Analyzify)
42. A rising interest in “pet costumes” and family inclusive themes — signalling cross-category potential (pets + apparel + accessories). (Analyzify)
43. Online shopping tools/UX matter: Season-specific landing pages, thematic bundles, and countdowns help drive conversions during Halloween periods. (From marketing analysis) (Wunderkind)
44. Consumer sentiment: Even though the average spend dipped in 2024 vs 2023, the difference is modest — showing sustained engagement. (Retail Dive)
45. Brands can leverage Halloween as a stepping stone into other seasonal occasions; i.e., momentum built in October carries into November/December. (productsup.com)
46. The appeal of Halloween has been elevated by social media shareability (decorations, costumes), generating organic buzz and user-generated content. (IMARC Group)
47. In some regional markets (outside U.S.), Halloween is emerging strongly as a commercial opportunity — signalling global brand strategies. (Dataintelo)
48. From a retailer perspective: Volume growth may be flattening even if value grows modestly — meaning price sensitivity is higher. (RetailWire)
49. Some retailers note that Halloween can serve as a “trial run” for winter holiday campaigns: supply chain, thematic merchandising, early promos. (productsup.com)
50. For e-commerce professionals: The Halloween window is relatively short — planning must begin mid-year to capitalise on early-shopping cues and to manage inventory/promotions.