As Halloween 2024 approaches, Halloween sales are a key focus for retailers as they prepare for shifts in consumer behavior. Last year, American spending for Halloween 2023 totaled an estimated $12.2 billion. This creates a huge opportunity for retailers.
This year, emerging trends such as eco-friendly products and home-centric celebrations drive changes in how consumers shop. For example, Halloween decoration spending surged by 14.7% in 2023, reaching $3.9 billion, highlighting the growing interest in home décor. These are the top five Halloween sales trends to watch in 2024, backed by data and insights into consumer preferences.
Source: Euroshop Catalog
1. Eco-Friendly Costumes and Décor
Sustainability continues to be a key focus in retail, and Halloween is no exception. As consumers become more conscious of their environmental impact, eco-friendly costumes and décor are becoming increasingly popular. A recent survey found that 57% of Americans are considering DIY or secondhand options to save money and reduce waste. Retailers can tap into this trend by offering biodegradable decorations and costumes made from recycled materials.
To attract eco-conscious shoppers, businesses should promote sustainable alternatives, such as reusable decorations and costumes made from organic fabrics. Supermarkets could create displays from produce, such as pumpkins, that can be hollowed out to make soup and afterwards used as decor.
Marketing these products as environmentally responsible options can help differentiate brands and drive sales in this growing niche.
2. Digital Catalogs: A Sweet Opportunity for Halloween Food & Beverages
Digital catalogs present a major opportunity for the food and beverage sector to boost Halloween sales, especially for trick-or-treat goodies and party supplies. According to Publitas Q2 benchmarking report, in Q2 2024, the Food and Beverage industry outperformed others with an impressive 83.3% read rate and a low bounce rate of just 23%, showing that consumers are highly engaged with content in this category.
By using digital catalogs, retailers can harness this opportunity and effectively showcase Halloween-themed snacks, candies, and beverages for parties and trick-or-treaters. Interactive catalogs allow customers to browse themed offerings, such as limited-edition treats or party bundles while highlighting nutritional information and recipes. This approach engages customers and drives impulse purchases by creating a fun, convenient shopping experience for Halloween party hosts and trick-or-treat shoppers.
Leveraging this digital medium ensures retailers meet the high demand for Halloween food and beverages, driving sales through a user-friendly, visually engaging experience.
Source: marinor.no
3. DIY Decoration Kits Are A Key Halloween Sales Trend
DIY decoration kits allow consumers to create personalized Halloween displays at home, making them an appealing option for families and creative individuals.
Retailers can meet this demand by offering DIY kits that include everything needed to create spooky home décor, such as pumpkin carving sets, haunted house models, or ghost garlands. Businesses can engage shoppers eager to craft their Halloween experiences by marketing these kits as fun, customizable activities.
An innovative approach to the DIY Halloween Trend is for supermarkets to leverage their digital product catalogs, as in the example below.
Source: Euroshop Catalog
Featuring Halloween-themed kids’ activities inside seasonal product catalogs to create engaging content that enhances customer experience and boosts brand value.
By integrating creative, family-friendly activities into their catalogs—such as coloring pages, puzzles, and interactive games—supermarkets encourage customers to explore their products and provide added value beyond shopping. This approach fosters customer loyalty, creates a memorable connection to the brand, and encourages repeat visits, as customers associate the store with fun and creativity. By offering unique and seasonal content like this, supermarkets can stand out from competitors and enhance their digital presence while engaging with their audience in meaningful ways.
4. Home Décor as a Centerpiece
Home decorations are becoming a significant part of Halloween celebrations. With more consumers focusing on enhancing their living spaces for festive occasions, the demand for elaborate Halloween home décor continues to rise. In 2023, nearly 75% of households allocated part of their Halloween budget to decorations , according to the Capital One report. This trend is expected to grow in 2024, with consumers looking for indoor and outdoor decorations that transform their homes into Halloween-themed spaces.
Retailers should focus on offering a wide range of home décor options, from outdoor inflatables to sophisticated indoor pieces like themed lighting, faux cobwebs, and spooky wreaths. Bundling these items into curated sets or providing themed collections can help drive higher ticket sales. Additionally, featuring these products prominently in both physical and digital catalogs can encourage consumers to invest more in decorating their homes.
5. Pet Costumes Continue to Soar
Pet costumes are one of the fastest-growing categories in Halloween spending. In 2023, Americans spent $700 million on costumes for their pets, representing 17.1% of all costume-related expenditures , according to Capital One Shopping. This trend shows no sign of slowing down as more pet owners embrace the fun of dressing up their furry companions for Halloween.
Retailers can cater to this demand by expanding the selection of pet costumes and accessories. Offering themed costumes that match pet owners’ outfits or incorporating popular characters can drive engagement and sales. Additionally, leveraging social media and user-generated content—such as encouraging customers to share pictures of their pets in costume—can amplify marketing efforts and create buzz around pet-friendly Halloween products.
Stay Ahead of The Key Halloween Sales Trends
Halloween 2024 presents exciting opportunities for retailers to capitalize on evolving consumer trends. These trends, from eco-friendly products and DIY kits to digital catalogs and home décor, highlight how businesses can boost engagement and increase sales during the spooky season. Retailers can ensure a successful Halloween sales season by staying ahead of these trends and tailoring product offerings to meet consumer demand.
