According to a recent report by PwC, over three‑quarters of U.S. adults will celebrate Halloween and treat it like a condensed version of a major holiday, with spending averaging nearly $290.
For retailers, this shift means the holiday is less about just selling costumes or candy and more about capturing atmosphere, community and experience.
Starting Earlier & Becoming Permanent
Retailers are seizing the appetite for the Halloween season and elongating the shopping window. For example, chains are rolling out Halloween assortments as early as June or July.
This early rollout lets retailers capitalize on anticipation, generate social‑media buzz, and treat Halloween as a lifestyle moment rather than a one‑day event.
Gen Z: The Passionate & Experiential Shopper
Younger consumers—especially Gen Z—are leading the charge. They’re driving early purchases, multiple trips, and seeking immersive, “shareable” spooky experiences rather than just traditional product shopping.
For example, Gen Z shoppers are more likely to buy Halloween candy early, make multiple trips for purchases and treat the season as part of their identity. Their behavior underscores a broader shift in retail: the purchase is part of an experience and a social moment, not merely a transaction.
Strategic Implications for Retailers
- Emphasize experience over product: Stores should design immersive environments—costume activations, themed décor zones, light‑shows or photo‑worthy displays—to engage Gen Z emotionally.
- Extend the season: Launching seasonal assortments early (e.g., “Summerween,” “Augtober”) helps retailers capture spend over a longer window and manage inventory more flexibly.
- Blend physical and social‑digital elements: With Gen Z actively sharing experiences on social platforms, retail environments need to be visually compelling and “Instagram‑worthy.”
- Treat Halloween as lifestyle, not just a holiday: Retailers that position Halloween as an ongoing cultural ritual rather than a category spike are better positioned to build loyalty and incremental spend.
