Spooky Season Sales: How Retailers Can Maximize Halloween Opportunities
Halloween is no longer just a single evening of candy and costumes; it is a retail phenomenon. According to the National Retail Federation (NRF), Americans are expected to spend a record $13.1 billion on Halloween in 2025, up from $11.6 billion in 2024 and exceeding the previous high of $12.2 billion in 2023.
With that kind of spending, retailers have a major opportunity, if they plan well. Below are strategies retailers can use to capture more of that Halloween magic, boost sales, and protect margins.
1. Understand Key Consumer Trends
To maximize Halloween retail opportunities, you need to know what shoppers are doing and what they want:
73% of consumers plan to celebrate Halloween in 2025, like last year’s level.
79% of shoppers expect prices to be higher this year because of tariffs. Despite rising costs, they’re still committed to participating.
The average per-person spend is now $114.45, up nearly $11 from last year and higher than previous records.
These numbers suggest that while consumers are price-aware, they’re willing to spend and retailers who provide value will benefit.
2. Get Ahead with Early Promotions & Inventory
Early shopping is becoming a major trend. Nearly 49% of Halloween shoppers began their shopping in September or earlier in 2025. That’s up slightly from previous years.
Retailers can take advantage:
Roll out Halloween merch, costumes, decorations early.
Use price promotions and price management or bundles early to lock in sales.
Project demand well in advance to avoid stockouts and rushed restocks.
3. Use Data-Driven Merchandising & Assortment Planning
With costume, candy, and decorations being the biggest spending categories, projected at $4.3 billion for costumes, $3.9 billion for candy, and $4.2 billion for decorations in 2025, getting product assortment right is crucial.
Retailers should:
Use past year performance to identify bestselling costume genres (children, adults, pets).
Monitor social media and trends to spot rising costume ideas (e.g., popular characters).
Tailor assortments by location: what sells in one region or store may differ elsewhere.
4. Prioritize Omnichannel Pricing & Promo Tools
Today’s consumers are digitally connected, informed, and empowered. They no longer view shopping as a single-channel activity. According to recent studies, 73% of shoppers use multiple channels during their buying journey. Retailers who don’t offer seamless omnichannel experiences risk losing customers to competitors who do, user experience is important.
An effective omnichannel strategy builds loyalty, increases conversion rates, and provides valuable data insights that drive smarter business decisions. It’s not just about being present on every channel, it’s about creating a unified brand experience across them all.
An integrated Price and Promo management system helps:
Match online pricing with in-store promotions.
Enable “buy online, pick up in store” (BOPIS) or local pickup promotions.
Run flash deals, early-bird promotions, or limited-time offers to draw shoppers in.
5. Manage Margins Carefully
Higher spending doesn’t automatically translate to higher profits if costs spiral out of control:
Many shoppers expect higher prices due to tariffs. 79% anticipate price increases.
While promotions are effective, over-discounting erodes margins. Retailers need strategy: planned markdowns, tiered discounting, and smart bundling.
Retail sales are important to be constantly tracking promotional ROI, margin impact per channel, and cost of goods is essential.
6. Enhance Experience & Build Loyalty
Part of Halloween’s appeal is the experience. Retailers who deliver memorable shopping experiences often win long-term loyalty.
Provide costume inspiration in store and online. Themes, displays, social media content.
Offer conveniences like flexible returns, costume care tips, or even event ideas (e.g., parties, haunted house collaborations).
Ensure customer service is ready: fast shipping, good stock visibility, helpful staff.
7. Stock Smarter with Inventory & Supply Chain Readiness
Inventory management and supply chain timing are critical in Halloween retail:
Bring in seasonal décor and costumes early, allowing time for demand uncertainty.
Work with suppliers to ensure product variety and backup plans in case of delays.
Use real-time inventory tools to move surplus stock from slow-selling locations to high-demand stores.
Capitalize on Opportunities
To capitalize on this opportunity, retailers should also focus on creating engaging in-store experiences that draw customers in. This could include themed displays, interactive activities, or even hosting events that celebrate the Halloween spirit. By making shopping fun and immersive, retailers can encourage customers to spend more time in-store, ultimately increasing sales.
Don’t forget about the importance of customer feedback. After the Halloween season, gather insights from your shoppers to understand what worked well and what could be improved. This information will be invaluable for planning future seasonal campaigns and ensuring that you meet customer expectations.
Final Thoughts
In summary, a successful Halloween season requires a diverse approach that combines strategic planning, engaging experiences, effective marketing, and a commitment to sustainability. By embracing these elements, retailers can ensure that Halloween is not just a seasonal event, but a cornerstone of their annual success.