Last year, Halloween brought neighborhoods to life with lookalikes of Barbie, Spider-Man, and Indiana Jones lookalikes, all inspired by the year’s top trends. This year, however, the streets will probably be filled with costumes inspired by Maxine Minx from Challengers, Anxiety from Inside Out 2, and even Taylor Swift. Whether you’re planning to see Emily in Paris clones roaming the streets or couples dressing up as Deadpool and Wolverine, one thing is for sure—there will be no shortage of creativity this Halloween. As retailers prepare for the season, they need to do more than just stock shelves with popular costumes and decorations. The key is to meet evolving customer demands. Today’s shoppers want personalization, sustainability, and social awareness in their purchases. As Halloween spending continues to rise, retailers need to develop flexible strategies that align with these consumer values.
Personalization, Sustainability, and Experiential Trends in Retail
Halloween is evolving far beyond the standard offerings of costumes, decorations, candy, and party supplies. In today’s market, retailers must think outside the box, expanding their product categories to meet the demands of modern consumers. From interactive experiences and digital goods to eco-friendly alternatives, the traditional approach to Halloween is rapidly changing, and businesses must be ready to adapt.
One indicator of this growth is the steady increase in planned Halloween spending over the years, as shown in the chart below. From a modest $3.3 billion in 2005 to an anticipated $11.6 billion in 2024, Halloween expenditure demonstrates a clear trend of consumers investing more each year in the holiday. This rise reflects a growing enthusiasm for more elaborate celebrations and an expanding range of products and services to support them.
One rising trend is the demand for experiential products. Consumers are seeking more ways to celebrate the holiday, and offerings like DIY costume kits, virtual Halloween events, and home entertainment packages are becoming increasingly popular. Retailers can tap into this by providing interactive options that create a new revenue stream and give consumers a personalized way to enjoy the season. For example, in 2023, fans flocked to Barbie, Indiana Jones, and Wednesday Addams costumes. As we look to 2024, new trends like Maxine Minx from Challengers, Deadpool & Wolverine, and Anxiety from Inside Out 2 are expected to dominate.
Sustainability and ethics are also crucial in today’s market. Shoppers are increasingly choosing eco-friendly options, such as biodegradable decorations, sustainably produced candy, and rentable costumes. Retailers who focus on offering these products will capture the growing audience of environmentally conscious consumers. Celebrating Halloween without wasteful consumption is becoming a priority for many.
The demand for personalization is another major shift. Consumers want to stand out and are moving away from mass-produced goods in favor of bespoke items. Retailers offering customizable products, such as personalized costumes or tailor-made home décor, will likely attract a broader customer base. Whether it’s a unique take on Emily in Paris outfits or tailored costumes inspired by Taylor Swift and Joker, personalization will be key in helping retailers stand out in a crowded market.
