of the United Kingdom’s capitol city.
What once started as a Celtic festival has evolved into the U.S.’s second-largest commercial holiday, attracting engagement and high spending across all age groups.
But in our current climate, where anxious doomscrolling is our natural state, Halloween also gives us the approval we seek to escape and to transform our spaces, and ourselves, into whatever forms we want them to be. (Perhaps that’s why no one does Halloween quite like 24-35 year-olds.)
For decades, brands and retailers have capitalized on this eagerness to escape, but this year, in particular, they have a distinct opportunity. By offering the right mix of branded products and experiences, they can lean into the moment of Halloween itself, while setting a powerful foundation for the holiday season.
“Halloween is really an A/B test for what’s to come the rest of the holiday season,” explained Joseph Serrano, Global Managing Partner of Retail & CPG at HTEC, a retail tech innovation firm. “But it’s also really important because it’s that spearfish moment that retailers can really lean into and test out their chops.”
When Cultural Roots Take Hold
Samhain was a Celtic festival that celebrated the one day a year when the gods were visible to humankind. On November 1, they played tricks on worshippers and created “supernatural episodes” that sparked fear among the masses. But in the 8th century CE, Pope Gregory III moved All Saints Day from May 13 to November 1 to create a Christian alternative to Samhain. The day before became known as All Hallows Eve, eventually spreading from the Celtic regions of Ireland to the UK, France, and all around the world.
Although the first American colonists in New England were not allowed to celebrate All Hallows Eve, by the 1800s, their fall festivals began to adopt the holiday’s symbols and decorative elements. When Irish and Scottish immigrants flocked to the US to escape famine, they brought many Halloween traditions with them.
Like the roots of a tree, the cultural symbols and customs of All Hallows Eve, including the Old World practice of “guising” (known to us as trick-or-treating), took hold.
As culture becomes stronger and customs become widespread, the demand for products and services to support those customs surges. In the post-World War II era, trick-or-treating was widespread, costumes became a staple offering for large retailers and costume stores, and candy was readily available.
Now, thanks to its consistent date and associated customs, Halloween has become its own network that spans costumes, candy, specialty food and drink, home decor, novelty items, and more. Every year, it serves as a reliable and repeatable source of revenue for merchants that turn to culture to develop their assortments and maximize every moment the customer is in their store or shopping online. And like clockwork, customers eagerly await that moment when they can venture through the orange doors of Spirit Halloween and officially release their imaginations.
The Commerce of Escapism
This year in particular, consumers are especially eager to escape from the uncertainty of everyday life: they are predicted to spend a record $13.1 billion on Halloween, up nearly 13% year over year and exceeding 2023’s record of $12.2 billion.
“People are still going to spend on Halloween,” said Serrano. “Despite not having money for that sweater they may want, they’re still going to buy a Halloween costume. Because we all need a little escape. And I think we all need some whimsy, a refuge away from the real world right now, aren’t we? Halloween speaks to that.”
The NRF also found that consumers are shopping earlier than ever for Halloween. While many simply claim they’re looking forward to the fall season (44%) and that Halloween is their favorite holiday (37%), others are planning early (24%) and want to avoid the stress of last-minute shopping (33%). These numbers skew notably higher for 18- to 24-year-old shoppers, who are in a particularly tough position as they navigate the shaky state of the economy and job market.
Despite expecting price increases across the board, consumers are broadening their spending across more categories, fully immersing themselves in the spirit of the season in order to, frankly, avoid what’s happening outside of the four walls of their minds and homes.
Comfort and Nostalgia Meet Creative Expression
Costumes remain the most in-demand category ($4.3 billion) for Halloween spending, according to the NRF. Some new entrants that closely connect to the cultural moment. KPop Demon Hunters was an obvious leader this year, placing ninth on the kids’ list, which is brimming with classic figures like Batman and Superman. And while Wednesday Addams ranked at number eight on the kids list, the Addams Family ranked number seven for adults, illustrating the cross-generational influence of streaming shows like Tim Burton’s Wednesday. Both of these films also have vast commercial appeal, driving new merchandise collections across major retailers.
Despite the cultural influence of some of the year’s new media, top costumes stem largely from the past, showing our innate desire for simplicity and sweet nostalgia.
Of the 71% of consumers who plan to purchase a costume for themselves, a child, or a pet, the top 10 costumes were broken down accordingly:
But Pinterest, a haven for creativity and curation, has uncovered more nuanced trend patterns, with search spikes happening for traditional costume categories like bugs, food, and creepy dolls, but with a twist.
Julie Towns, VP of Ads Product Marketing at Pinterest, also noted that searches for uncommon or nontraditional Halloween costume ideas have increased by 200% year over year as well, which points to a larger shift.
“What we talk about at Pinterest is trend atomization, where culture really splits into lots of different personalized expressions of a trend or of an identity that people are forming,” Towns said in an upcoming episode of the Future Commerce podcast. There is no single blowout costume this year, she explained, but rather smaller, more nuanced trends in costume design.
For example, “ladybug costume” saw a search surge of 1,069% while “marionette costume” saw an increase of 275%. These costume concepts stand the test of time, arguably making them as timeless as the heritage of Halloween itself. However, there are more intricate spin-offs of these categories, such as “luma moth costume,” which saw a 124% increase in search volume, and “voodoo doll costume,” which saw a 51% increase.
Despite some surface-level simplicity, consumers’ intent to harness creative energy remained very much intact. For example, many are seeking DIY nail art inspiration: “Wicked nails” (1,104%), “Dracula nails” (187%), and “cute spooky nails” (99%) all saw positive traction on the platform.
Subscribe to the Future Commerce podcast on Apple Podcasts or Spotify to listen to the full interview with Julie Towns of Pinterest when it’s live.
Home is Where the Ghouls Are
Costumes remain the most popular category ($4.3 billion), but spending on Halloween décor is on the rise. Up to 78% of consumers said they plan to purchase decorations this year, up from 72% in 2019, with an estimated $4.2 billion spent.
Merchants have set a strong foundation to keep pace with consumer demand by building and selling exclusive home goods collections that allow consumers to fully immerse themselves in the spirit of the season.
Oftentimes, these collections are connected to beloved IP, which makes it easier for consumers to buy into their worldbuilding. For example, retailers like Spirit Halloween, Lowe’s, and Coscto sell exclusive home collections from Disney. Offering everything from glass trinkets to artwork and life-size inflatables, these retailers allow consumers to outfit their homes to reflect their choice fandoms, whether that be The Nightmare Before Christmas, Hocus Pocus, or The Haunted Mansion.
The original IP of these collections is decades old. And yet, thanks to social media and streaming, every year brings a new collective of fans eager to buy items that represent these stories, characters, and worlds.
There is a similar resurgence for niche decor “vibes,” a merchandising strategy that retailers like Michaels are leaning into. Collections for 2025 vary in aesthetics, offering a “choose your own adventure” experience for consumers who gravitate towards specific color palettes, textures, and themes.
- Sweet & Spooky - “Pastel goth meets ‘90s grunge”
- Iridescent Moon - “Eerily romantic collection” including “iridescent skeleton art” and other unique finds
- Alice’s Adventures - A Halloween spin on the classic tale
- Dead Regency - A collection featuring antique-style glassware, haunting wall art, and other elements that are undoubtedly a distinct “Michaels spin” on the Haunted Mansion vibe
Pinterest found that goth aesthetics are garnering an especially high amount of interest. The platform noted search increases across keywords like “goth theme party” (108%), “gothic masquerade” (65%), and “gothic tea party” (109%).
Trend lines point towards aesthetics that put a modern spin on classic themes. Cultural symbols like ghosts and jack-o-lanterns adorned in sparkles and psychedelic patterns. Ghostly ghouls featured alongside rich velvet textures and purply color palettes. It’s the new and old blending together.
Commerce That Goes Bump in the Night
Costume and home trends paint a clear picture of where consumers’ minds and hearts are. They’re seeking creative expression in all forms, and although they may feel the panging desire for nostalgic comfort, even those instances require a new and distinct spin.
While the trend lines are clear and the data points to strong consumer resilience, actual demand for each retailer remains ambiguous. This makes merchandise planning and allocation difficult. Issues like “phantom stock,” which are promoted online but not available in stores, can create consumer frustration and reduce profits for merchants.
“There are a lot of retailers that are concerned about getting the inventory they need to hit their numbers, regardless of whether there’s going to be demand for it,” Serrano explained. “That’s where retailers are spinning a bit; they’re preparing for the eventualities and are thinking about how they’re able to demand sense a bit.” He added that retailers with their own marketplace are now especially positioned for success because if they can’t fulfill demand for a specific product or trend, they’ll likely have a marketplace partner who can.
What once started as a Celtic festival has evolved into the U.S.’s second-largest commercial holiday, attracting engagement and high spending across all age groups.
But in our current climate, where anxious doomscrolling is our natural state, Halloween also gives us the approval we seek to escape and to transform our spaces, and ourselves, into whatever forms we want them to be. (Perhaps that’s why no one does Halloween quite like 24-35 year-olds.)
For decades, brands and retailers have capitalized on this eagerness to escape, but this year, in particular, they have a distinct opportunity. By offering the right mix of branded products and experiences, they can lean into the moment of Halloween itself, while setting a powerful foundation for the holiday season.
“Halloween is really an A/B test for what’s to come the rest of the holiday season,” explained Joseph Serrano, Global Managing Partner of Retail & CPG at HTEC, a retail tech innovation firm. “But it’s also really important because it’s that spearfish moment that retailers can really lean into and test out their chops.”
When Cultural Roots Take Hold
Samhain was a Celtic festival that celebrated the one day a year when the gods were visible to humankind. On November 1, they played tricks on worshippers and created “supernatural episodes” that sparked fear among the masses. But in the 8th century CE, Pope Gregory III moved All Saints Day from May 13 to November 1 to create a Christian alternative to Samhain. The day before became known as All Hallows Eve, eventually spreading from the Celtic regions of Ireland to the UK, France, and all around the world.
Although the first American colonists in New England were not allowed to celebrate All Hallows Eve, by the 1800s, their fall festivals began to adopt the holiday’s symbols and decorative elements. When Irish and Scottish immigrants flocked to the US to escape famine, they brought many Halloween traditions with them.
Like the roots of a tree, the cultural symbols and customs of All Hallows Eve, including the Old World practice of “guising” (known to us as trick-or-treating), took hold.
As culture becomes stronger and customs become widespread, the demand for products and services to support those customs surges. In the post-World War II era, trick-or-treating was widespread, costumes became a staple offering for large retailers and costume stores, and candy was readily available.
Now, thanks to its consistent date and associated customs, Halloween has become its own network that spans costumes, candy, specialty food and drink, home decor, novelty items, and more. Every year, it serves as a reliable and repeatable source of revenue for merchants that turn to culture to develop their assortments and maximize every moment the customer is in their store or shopping online. And like clockwork, customers eagerly await that moment when they can venture through the orange doors of Spirit Halloween and officially release their imaginations.
The Commerce of Escapism
This year in particular, consumers are especially eager to escape from the uncertainty of everyday life: they are predicted to spend a record $13.1 billion on Halloween, up nearly 13% year over year and exceeding 2023’s record of $12.2 billion.
“People are still going to spend on Halloween,” said Serrano. “Despite not having money for that sweater they may want, they’re still going to buy a Halloween costume. Because we all need a little escape. And I think we all need some whimsy, a refuge away from the real world right now, aren’t we? Halloween speaks to that.”
The NRF also found that consumers are shopping earlier than ever for Halloween. While many simply claim they’re looking forward to the fall season (44%) and that Halloween is their favorite holiday (37%), others are planning early (24%) and want to avoid the stress of last-minute shopping (33%). These numbers skew notably higher for 18- to 24-year-old shoppers, who are in a particularly tough position as they navigate the shaky state of the economy and job market.
Despite expecting price increases across the board, consumers are broadening their spending across more categories, fully immersing themselves in the spirit of the season in order to, frankly, avoid what’s happening outside of the four walls of their minds and homes.
Comfort and Nostalgia Meet Creative Expression
Costumes remain the most in-demand category ($4.3 billion) for Halloween spending, according to the NRF. Some new entrants that closely connect to the cultural moment. KPop Demon Hunters was an obvious leader this year, placing ninth on the kids’ list, which is brimming with classic figures like Batman and Superman. And while Wednesday Addams ranked at number eight on the kids list, the Addams Family ranked number seven for adults, illustrating the cross-generational influence of streaming shows like Tim Burton’s Wednesday. Both of these films also have vast commercial appeal, driving new merchandise collections across major retailers.
Despite the cultural influence of some of the year’s new media, top costumes stem largely from the past, showing our innate desire for simplicity and sweet nostalgia.
Of the 71% of consumers who plan to purchase a costume for themselves, a child, or a pet, the top 10 costumes were broken down accordingly:
But Pinterest, a haven for creativity and curation, has uncovered more nuanced trend patterns, with search spikes happening for traditional costume categories like bugs, food, and creepy dolls, but with a twist.
Julie Towns, VP of Ads Product Marketing at Pinterest, also noted that searches for uncommon or nontraditional Halloween costume ideas have increased by 200% year over year as well, which points to a larger shift.
“What we talk about at Pinterest is trend atomization, where culture really splits into lots of different personalized expressions of a trend or of an identity that people are forming,” Towns said in an upcoming episode of the Future Commerce podcast. There is no single blowout costume this year, she explained, but rather smaller, more nuanced trends in costume design.
For example, “ladybug costume” saw a search surge of 1,069% while “marionette costume” saw an increase of 275%. These costume concepts stand the test of time, arguably making them as timeless as the heritage of Halloween itself. However, there are more intricate spin-offs of these categories, such as “luma moth costume,” which saw a 124% increase in search volume, and “voodoo doll costume,” which saw a 51% increase.
Despite some surface-level simplicity, consumers’ intent to harness creative energy remained very much intact. For example, many are seeking DIY nail art inspiration: “Wicked nails” (1,104%), “Dracula nails” (187%), and “cute spooky nails” (99%) all saw positive traction on the platform.
Subscribe to the Future Commerce podcast on Apple Podcasts or Spotify to listen to the full interview with Julie Towns of Pinterest when it’s live.
Home is Where the Ghouls Are
Costumes remain the most popular category ($4.3 billion), but spending on Halloween décor is on the rise. Up to 78% of consumers said they plan to purchase decorations this year, up from 72% in 2019, with an estimated $4.2 billion spent.
Merchants have set a strong foundation to keep pace with consumer demand by building and selling exclusive home goods collections that allow consumers to fully immerse themselves in the spirit of the season.
Oftentimes, these collections are connected to beloved IP, which makes it easier for consumers to buy into their worldbuilding. For example, retailers like Spirit Halloween, Lowe’s, and Coscto sell exclusive home collections from Disney. Offering everything from glass trinkets to artwork and life-size inflatables, these retailers allow consumers to outfit their homes to reflect their choice fandoms, whether that be The Nightmare Before Christmas, Hocus Pocus, or The Haunted Mansion.
The original IP of these collections is decades old. And yet, thanks to social media and streaming, every year brings a new collective of fans eager to buy items that represent these stories, characters, and worlds.
There is a similar resurgence for niche decor “vibes,” a merchandising strategy that retailers like Michaels are leaning into. Collections for 2025 vary in aesthetics, offering a “choose your own adventure” experience for consumers who gravitate towards specific color palettes, textures, and themes.
- Sweet & Spooky - “Pastel goth meets ‘90s grunge”
- Iridescent Moon - “Eerily romantic collection” including “iridescent skeleton art” and other unique finds
- Alice’s Adventures - A Halloween spin on the classic tale
- Dead Regency - A collection featuring antique-style glassware, haunting wall art, and other elements that are undoubtedly a distinct “Michaels spin” on the Haunted Mansion vibe
Pinterest found that goth aesthetics are garnering an especially high amount of interest. The platform noted search increases across keywords like “goth theme party” (108%), “gothic masquerade” (65%), and “gothic tea party” (109%).
Trend lines point towards aesthetics that put a modern spin on classic themes. Cultural symbols like ghosts and jack-o-lanterns adorned in sparkles and psychedelic patterns. Ghostly ghouls featured alongside rich velvet textures and purply color palettes. It’s the new and old blending together.
Commerce That Goes Bump in the Night
Costume and home trends paint a clear picture of where consumers’ minds and hearts are. They’re seeking creative expression in all forms, and although they may feel the panging desire for nostalgic comfort, even those instances require a new and distinct spin.
While the trend lines are clear and the data points to strong consumer resilience, actual demand for each retailer remains ambiguous. This makes merchandise planning and allocation difficult. Issues like “phantom stock,” which are promoted online but not available in stores, can create consumer frustration and reduce profits for merchants.
“There are a lot of retailers that are concerned about getting the inventory they need to hit their numbers, regardless of whether there’s going to be demand for it,” Serrano explained. “That’s where retailers are spinning a bit; they’re preparing for the eventualities and are thinking about how they’re able to demand sense a bit.” He added that retailers with their own marketplace are now especially positioned for success because if they can’t fulfill demand for a specific product or trend, they’ll likely have a marketplace partner who can.
What once started as a Celtic festival has evolved into the U.S.’s second-largest commercial holiday, attracting engagement and high spending across all age groups.
But in our current climate, where anxious doomscrolling is our natural state, Halloween also gives us the approval we seek to escape and to transform our spaces, and ourselves, into whatever forms we want them to be. (Perhaps that’s why no one does Halloween quite like 24-35 year-olds.)
For decades, brands and retailers have capitalized on this eagerness to escape, but this year, in particular, they have a distinct opportunity. By offering the right mix of branded products and experiences, they can lean into the moment of Halloween itself, while setting a powerful foundation for the holiday season.
“Halloween is really an A/B test for what’s to come the rest of the holiday season,” explained Joseph Serrano, Global Managing Partner of Retail & CPG at HTEC, a retail tech innovation firm. “But it’s also really important because it’s that spearfish moment that retailers can really lean into and test out their chops.”
When Cultural Roots Take Hold
Samhain was a Celtic festival that celebrated the one day a year when the gods were visible to humankind. On November 1, they played tricks on worshippers and created “supernatural episodes” that sparked fear among the masses. But in the 8th century CE, Pope Gregory III moved All Saints Day from May 13 to November 1 to create a Christian alternative to Samhain. The day before became known as All Hallows Eve, eventually spreading from the Celtic regions of Ireland to the UK, France, and all around the world.
Although the first American colonists in New England were not allowed to celebrate All Hallows Eve, by the 1800s, their fall festivals began to adopt the holiday’s symbols and decorative elements. When Irish and Scottish immigrants flocked to the US to escape famine, they brought many Halloween traditions with them.
Like the roots of a tree, the cultural symbols and customs of All Hallows Eve, including the Old World practice of “guising” (known to us as trick-or-treating), took hold.
As culture becomes stronger and customs become widespread, the demand for products and services to support those customs surges. In the post-World War II era, trick-or-treating was widespread, costumes became a staple offering for large retailers and costume stores, and candy was readily available.
Now, thanks to its consistent date and associated customs, Halloween has become its own network that spans costumes, candy, specialty food and drink, home decor, novelty items, and more. Every year, it serves as a reliable and repeatable source of revenue for merchants that turn to culture to develop their assortments and maximize every moment the customer is in their store or shopping online. And like clockwork, customers eagerly await that moment when they can venture through the orange doors of Spirit Halloween and officially release their imaginations.
The Commerce of Escapism
This year in particular, consumers are especially eager to escape from the uncertainty of everyday life: they are predicted to spend a record $13.1 billion on Halloween, up nearly 13% year over year and exceeding 2023’s record of $12.2 billion.
“People are still going to spend on Halloween,” said Serrano. “Despite not having money for that sweater they may want, they’re still going to buy a Halloween costume. Because we all need a little escape. And I think we all need some whimsy, a refuge away from the real world right now, aren’t we? Halloween speaks to that.”
The NRF also found that consumers are shopping earlier than ever for Halloween. While many simply claim they’re looking forward to the fall season (44%) and that Halloween is their favorite holiday (37%), others are planning early (24%) and want to avoid the stress of last-minute shopping (33%). These numbers skew notably higher for 18- to 24-year-old shoppers, who are in a particularly tough position as they navigate the shaky state of the economy and job market.
Despite expecting price increases across the board, consumers are broadening their spending across more categories, fully immersing themselves in the spirit of the season in order to, frankly, avoid what’s happening outside of the four walls of their minds and homes.
Comfort and Nostalgia Meet Creative Expression
Costumes remain the most in-demand category ($4.3 billion) for Halloween spending, according to the NRF. Some new entrants that closely connect to the cultural moment. KPop Demon Hunters was an obvious leader this year, placing ninth on the kids’ list, which is brimming with classic figures like Batman and Superman. And while Wednesday Addams ranked at number eight on the kids list, the Addams Family ranked number seven for adults, illustrating the cross-generational influence of streaming shows like Tim Burton’s Wednesday. Both of these films also have vast commercial appeal, driving new merchandise collections across major retailers.
Despite the cultural influence of some of the year’s new media, top costumes stem largely from the past, showing our innate desire for simplicity and sweet nostalgia.
Of the 71% of consumers who plan to purchase a costume for themselves, a child, or a pet, the top 10 costumes were broken down accordingly:
But Pinterest, a haven for creativity and curation, has uncovered more nuanced trend patterns, with search spikes happening for traditional costume categories like bugs, food, and creepy dolls, but with a twist.
Julie Towns, VP of Ads Product Marketing at Pinterest, also noted that searches for uncommon or nontraditional Halloween costume ideas have increased by 200% year over year as well, which points to a larger shift.
“What we talk about at Pinterest is trend atomization, where culture really splits into lots of different personalized expressions of a trend or of an identity that people are forming,” Towns said in an upcoming episode of the Future Commerce podcast. There is no single blowout costume this year, she explained, but rather smaller, more nuanced trends in costume design.
For example, “ladybug costume” saw a search surge of 1,069% while “marionette costume” saw an increase of 275%. These costume concepts stand the test of time, arguably making them as timeless as the heritage of Halloween itself. However, there are more intricate spin-offs of these categories, such as “luma moth costume,” which saw a 124% increase in search volume, and “voodoo doll costume,” which saw a 51% increase.
Despite some surface-level simplicity, consumers’ intent to harness creative energy remained very much intact. For example, many are seeking DIY nail art inspiration: “Wicked nails” (1,104%), “Dracula nails” (187%), and “cute spooky nails” (99%) all saw positive traction on the platform.
Subscribe to the Future Commerce podcast on Apple Podcasts or Spotify to listen to the full interview with Julie Towns of Pinterest when it’s live.
Home is Where the Ghouls Are
Costumes remain the most popular category ($4.3 billion), but spending on Halloween décor is on the rise. Up to 78% of consumers said they plan to purchase decorations this year, up from 72% in 2019, with an estimated $4.2 billion spent.
Merchants have set a strong foundation to keep pace with consumer demand by building and selling exclusive home goods collections that allow consumers to fully immerse themselves in the spirit of the season.
Oftentimes, these collections are connected to beloved IP, which makes it easier for consumers to buy into their worldbuilding. For example, retailers like Spirit Halloween, Lowe’s, and Coscto sell exclusive home collections from Disney. Offering everything from glass trinkets to artwork and life-size inflatables, these retailers allow consumers to outfit their homes to reflect their choice fandoms, whether that be The Nightmare Before Christmas, Hocus Pocus, or The Haunted Mansion.
The original IP of these collections is decades old. And yet, thanks to social media and streaming, every year brings a new collective of fans eager to buy items that represent these stories, characters, and worlds.
There is a similar resurgence for niche decor “vibes,” a merchandising strategy that retailers like Michaels are leaning into. Collections for 2025 vary in aesthetics, offering a “choose your own adventure” experience for consumers who gravitate towards specific color palettes, textures, and themes.
- Sweet & Spooky - “Pastel goth meets ‘90s grunge”
- Iridescent Moon - “Eerily romantic collection” including “iridescent skeleton art” and other unique finds
- Alice’s Adventures - A Halloween spin on the classic tale
- Dead Regency - A collection featuring antique-style glassware, haunting wall art, and other elements that are undoubtedly a distinct “Michaels spin” on the Haunted Mansion vibe
Pinterest found that goth aesthetics are garnering an especially high amount of interest. The platform noted search increases across keywords like “goth theme party” (108%), “gothic masquerade” (65%), and “gothic tea party” (109%).
Trend lines point towards aesthetics that put a modern spin on classic themes. Cultural symbols like ghosts and jack-o-lanterns adorned in sparkles and psychedelic patterns. Ghostly ghouls featured alongside rich velvet textures and purply color palettes. It’s the new and old blending together.
Commerce That Goes Bump in the Night
Costume and home trends paint a clear picture of where consumers’ minds and hearts are. They’re seeking creative expression in all forms, and although they may feel the panging desire for nostalgic comfort, even those instances require a new and distinct spin.
While the trend lines are clear and the data points to strong consumer resilience, actual demand for each retailer remains ambiguous. This makes merchandise planning and allocation difficult. Issues like “phantom stock,” which are promoted online but not available in stores, can create consumer frustration and reduce profits for merchants.
“There are a lot of retailers that are concerned about getting the inventory they need to hit their numbers, regardless of whether there’s going to be demand for it,” Serrano explained. “That’s where retailers are spinning a bit; they’re preparing for the eventualities and are thinking about how they’re able to demand sense a bit.” He added that retailers with their own marketplace are now especially positioned for success because if they can’t fulfill demand for a specific product or trend, they’ll likely have a marketplace partner who can.
What once started as a Celtic festival has evolved into the U.S.’s second-largest commercial holiday, attracting engagement and high spending across all age groups.
But in our current climate, where anxious doomscrolling is our natural state, Halloween also gives us the approval we seek to escape and to transform our spaces, and ourselves, into whatever forms we want them to be. (Perhaps that’s why no one does Halloween quite like 24-35 year-olds.)
For decades, brands and retailers have capitalized on this eagerness to escape, but this year, in particular, they have a distinct opportunity. By offering the right mix of branded products and experiences, they can lean into the moment of Halloween itself, while setting a powerful foundation for the holiday season.
“Halloween is really an A/B test for what’s to come the rest of the holiday season,” explained Joseph Serrano, Global Managing Partner of Retail & CPG at HTEC, a retail tech innovation firm. “But it’s also really important because it’s that spearfish moment that retailers can really lean into and test out their chops.”
When Cultural Roots Take Hold
Samhain was a Celtic festival that celebrated the one day a year when the gods were visible to humankind. On November 1, they played tricks on worshippers and created “supernatural episodes” that sparked fear among the masses. But in the 8th century CE, Pope Gregory III moved All Saints Day from May 13 to November 1 to create a Christian alternative to Samhain. The day before became known as All Hallows Eve, eventually spreading from the Celtic regions of Ireland to the UK, France, and all around the world.
Although the first American colonists in New England were not allowed to celebrate All Hallows Eve, by the 1800s, their fall festivals began to adopt the holiday’s symbols and decorative elements. When Irish and Scottish immigrants flocked to the US to escape famine, they brought many Halloween traditions with them.
Like the roots of a tree, the cultural symbols and customs of All Hallows Eve, including the Old World practice of “guising” (known to us as trick-or-treating), took hold.
As culture becomes stronger and customs become widespread, the demand for products and services to support those customs surges. In the post-World War II era, trick-or-treating was widespread, costumes became a staple offering for large retailers and costume stores, and candy was readily available.
Now, thanks to its consistent date and associated customs, Halloween has become its own network that spans costumes, candy, specialty food and drink, home decor, novelty items, and more. Every year, it serves as a reliable and repeatable source of revenue for merchants that turn to culture to develop their assortments and maximize every moment the customer is in their store or shopping online. And like clockwork, customers eagerly await that moment when they can venture through the orange doors of Spirit Halloween and officially release their imaginations.
The Commerce of Escapism
This year in particular, consumers are especially eager to escape from the uncertainty of everyday life: they are predicted to spend a record $13.1 billion on Halloween, up nearly 13% year over year and exceeding 2023’s record of $12.2 billion.
“People are still going to spend on Halloween,” said Serrano. “Despite not having money for that sweater they may want, they’re still going to buy a Halloween costume. Because we all need a little escape. And I think we all need some whimsy, a refuge away from the real world right now, aren’t we? Halloween speaks to that.”
The NRF also found that consumers are shopping earlier than ever for Halloween. While many simply claim they’re looking forward to the fall season (44%) and that Halloween is their favorite holiday (37%), others are planning early (24%) and want to avoid the stress of last-minute shopping (33%). These numbers skew notably higher for 18- to 24-year-old shoppers, who are in a particularly tough position as they navigate the shaky state of the economy and job market.
Despite expecting price increases across the board, consumers are broadening their spending across more categories, fully immersing themselves in the spirit of the season in order to, frankly, avoid what’s happening outside of the four walls of their minds and homes.
Comfort and Nostalgia Meet Creative Expression
Costumes remain the most in-demand category ($4.3 billion) for Halloween spending, according to the NRF. Some new entrants that closely connect to the cultural moment. KPop Demon Hunters was an obvious leader this year, placing ninth on the kids’ list, which is brimming with classic figures like Batman and Superman. And while Wednesday Addams ranked at number eight on the kids list, the Addams Family ranked number seven for adults, illustrating the cross-generational influence of streaming shows like Tim Burton’s Wednesday. Both of these films also have vast commercial appeal, driving new merchandise collections across major retailers.
Despite the cultural influence of some of the year’s new media, top costumes stem largely from the past, showing our innate desire for simplicity and sweet nostalgia.
Of the 71% of consumers who plan to purchase a costume for themselves, a child, or a pet, the top 10 costumes were broken down accordingly:
But Pinterest, a haven for creativity and curation, has uncovered more nuanced trend patterns, with search spikes happening for traditional costume categories like bugs, food, and creepy dolls, but with a twist.
Julie Towns, VP of Ads Product Marketing at Pinterest, also noted that searches for uncommon or nontraditional Halloween costume ideas have increased by 200% year over year as well, which points to a larger shift.
“What we talk about at Pinterest is trend atomization, where culture really splits into lots of different personalized expressions of a trend or of an identity that people are forming,” Towns said in an upcoming episode of the Future Commerce podcast. There is no single blowout costume this year, she explained, but rather smaller, more nuanced trends in costume design.
For example, “ladybug costume” saw a search surge of 1,069% while “marionette costume” saw an increase of 275%. These costume concepts stand the test of time, arguably making them as timeless as the heritage of Halloween itself. However, there are more intricate spin-offs of these categories, such as “luma moth costume,” which saw a 124% increase in search volume, and “voodoo doll costume,” which saw a 51% increase.
Despite some surface-level simplicity, consumers’ intent to harness creative energy remained very much intact. For example, many are seeking DIY nail art inspiration: “Wicked nails” (1,104%), “Dracula nails” (187%), and “cute spooky nails” (99%) all saw positive traction on the platform.
Subscribe to the Future Commerce podcast on Apple Podcasts or Spotify to listen to the full interview with Julie Towns of Pinterest when it’s live.
Home is Where the Ghouls Are
Costumes remain the most popular category ($4.3 billion), but spending on Halloween décor is on the rise. Up to 78% of consumers said they plan to purchase decorations this year, up from 72% in 2019, with an estimated $4.2 billion spent.
Merchants have set a strong foundation to keep pace with consumer demand by building and selling exclusive home goods collections that allow consumers to fully immerse themselves in the spirit of the season.
Oftentimes, these collections are connected to beloved IP, which makes it easier for consumers to buy into their worldbuilding. For example, retailers like Spirit Halloween, Lowe’s, and Coscto sell exclusive home collections from Disney. Offering everything from glass trinkets to artwork and life-size inflatables, these retailers allow consumers to outfit their homes to reflect their choice fandoms, whether that be The Nightmare Before Christmas, Hocus Pocus, or The Haunted Mansion.
The original IP of these collections is decades old. And yet, thanks to social media and streaming, every year brings a new collective of fans eager to buy items that represent these stories, characters, and worlds.
There is a similar resurgence for niche decor “vibes,” a merchandising strategy that retailers like Michaels are leaning into. Collections for 2025 vary in aesthetics, offering a “choose your own adventure” experience for consumers who gravitate towards specific color palettes, textures, and themes.
- Sweet & Spooky - “Pastel goth meets ‘90s grunge”
- Iridescent Moon - “Eerily romantic collection” including “iridescent skeleton art” and other unique finds
- Alice’s Adventures - A Halloween spin on the classic tale
- Dead Regency - A collection featuring antique-style glassware, haunting wall art, and other elements that are undoubtedly a distinct “Michaels spin” on the Haunted Mansion vibe
Pinterest found that goth aesthetics are garnering an especially high amount of interest. The platform noted search increases across keywords like “goth theme party” (108%), “gothic masquerade” (65%), and “gothic tea party” (109%).
Trend lines point towards aesthetics that put a modern spin on classic themes. Cultural symbols like ghosts and jack-o-lanterns adorned in sparkles and psychedelic patterns. Ghostly ghouls featured alongside rich velvet textures and purply color palettes. It’s the new and old blending together.
Commerce That Goes Bump in the Night
Costume and home trends paint a clear picture of where consumers’ minds and hearts are. They’re seeking creative expression in all forms, and although they may feel the panging desire for nostalgic comfort, even those instances require a new and distinct spin.
While the trend lines are clear and the data points to strong consumer resilience, actual demand for each retailer remains ambiguous. This makes merchandise planning and allocation difficult. Issues like “phantom stock,” which are promoted online but not available in stores, can create consumer frustration and reduce profits for merchants.
“There are a lot of retailers that are concerned about getting the inventory they need to hit their numbers, regardless of whether there’s going to be demand for it,” Serrano explained. “That’s where retailers are spinning a bit; they’re preparing for the eventualities and are thinking about how they’re able to demand sense a bit.” He added that retailers with their own marketplace are now especially positioned for success because if they can’t fulfill demand for a specific product or trend, they’ll likely have a marketplace partner who can.
Continue Reading...
THIS IS FOR MEMBERS ONLY
Insights and futurism for executives in eCom and Retail
Those things we shouldn’t say out loud? We say them on the private feed. Bi-weekly “after dark” podcasts and a members-only newsletter, just for subscribers.
Our research reports combine visionary thinking with data-backed findings from our own advisory panel, made up of leaders at brands you know and trust.
Upskill, cross-skill, and future-proof your teams with Future Commerce Learning, the leading digital eCommerce learning platform, created by professional educators.
