The spooky season is about to wrap up, and millions of shoppers have flocked online to buy candy, vintage costumes, decorations, and other essentials to make Halloween unforgettable. For online businesses, this is one of the most significant sales events of the year, offering a chance to attract new customers and strengthen relationships with existing ones by introducing new products, offering limited-time discounts, or running full-scale digital marketing campaigns.
Halloween's Popularity Rebounds
After a temporary slowdown due to the COVID-19 pandemic, Halloween is once again gaining popularity in the U.S. In 2024, over 70% of Americans plan to celebrate, while millions more across Europe, Asia, and Australia will join in the festivities. The international appeal of Halloween is growing, making it a crucial event for global e-commerce — all the more reason a 3PL with global reachis essential for scaling businesses during peak seasons.
Sellers who offer costumes, candy, and party supplies in their online stores consistently see sales spikes in the weeks leading up to October 31. Let’s explore the latest Halloween e-commerce statistics and trends to guide your sales and advertising efforts, both domestically and internationally.
Key Halloween Statistics and Trends
- US Halloween Spending: Shoppers in the U.S. are expected to spend around $103.63 per person in 2024, which is $4 less than in 2023.
- Early Shopping Surge: More shoppers are buying Halloween items online before October 1 each year.
- Costume and Decoration Sales: Retailers are projected to generate $7.6 billion from Halloween costume and decoration sales.
- UK Trends: In the UK, more people search for Halloween-related items than for Christmas-related ones.
- Global Growth: The global Halloween costume market is expected to grow at a compound annual growth rate (CAGR) of 5% from 2024 to 2031.
- Demographics: Most early Halloween shoppers online are under 35, and in the UK, 85% of Halloween spending comes from parents with children under five.
Halloween: A Global eCommerce Event
Like Black Friday, Christmas, and Valentine’s Day, Halloween has become a global e-commerce phenomenon, drawing in shoppers searching for a variety of products. However, in the weeks leading up to Halloween, costumes, decorations, candy, and greeting cards dominate online sales.
In 2024, the U.S. expenditure for Halloween costumes and decorations is $3.8 billion each, with an additional $3.5 billion spent on trick-or-treat candy. These figures highlight a significant global spending trend, suggesting that online retailers can capitalize on Halloween, even in countries where the holiday isn’t as widely celebrated as in the U.S.
Online Shopping Trends
- Amazon Dominance: Nearly half of Halloween shoppers start their journey on Amazon.
- Record Sales in 2023: Halloween sales hit an all-time high in 2023, with a total revenue of $12.2 billion and an average per-person spending of $108.24.
- 2024 Outlook: Although spending per person is expected to drop slightly to $103.63 in 2024, the overall trend over the last decade has shown continuous growth. In fact, compared to 2014, the revenue from Halloween shopping in 2024 has nearly doubled.
Despite this slight decline in expected expenditure, online retailers can still expect to make significant profits during the Halloween season.
Millennials and Gen Z Lead Online Halloween Shopping
Millennials and Gen Z are the top spenders for Halloween and also prefer to shop online. In fact, 29% of these groups are transitioning from in-store to online shopping, and they spend about $20 more on Halloween than the average consumer. The number of adults aged 25 to 34 shopping for Halloween before October has risen from 37% in 2014 to 56% in 2024.
In-Store Promotions and Online Shopping
Research by Vibenomics in August 2024 showed that 70% of consumers are influenced by in-store promotions when making buying decisions. Although the study focuses on physical stores, the insights apply to e-commerce as well. Offering limited-time promotions and Halloween discounts online can motivate customers to make faster purchasing decisions. To maximize profits, it’s crucial to stock items that Halloween shoppers are actively seeking. Products like eerie canvas art, vintage costumes, and handmade decorations are just a few examples of what might be in high demand.
Growing Demand for Pet Halloween Costumes
Pet costumes have become a booming niche. In 2023, 75% of U.S. pet owners planned to dress up their pets for Halloween, contributing to a $700 million market. The most popular costumes include pumpkins, hot dogs, and bumblebees, while ghosts and witches remain top choices for both children and pets alike.
So What's Next?
Halloween has evolved into a global e-commerce event, with costumes, candy, and decorations driving significant sales. By staying on top of trends and offering the right products, online retailers can tap into the Halloween spirit and enjoy a successful season. Whether your customers are dressing up their pets, decorating their homes, or planning the ultimate spooky party, 2024’s Halloween shopping trends indicate plenty of opportunities for growth and profit.
