16 October 2025

Halloween in the USA: Marketing Trends and Strategies

Ahead of October 31, consumers actively purchase themed costumes, home decorations, ingredients for traditional dishes, and more. Brands aiming to boost sales during the holiday season need to take this demand into account.

This article explores how Halloween in the USA influences consumer behavior, which product categories gain popularity, and which marketing strategies are most effective during this festive period.

We provide a detailed analysis of how in-app advertising tools help brands reach their target audience and increase sales.

Halloween in the USA: Business Benefits

Halloween in the USA is a major event that generates significant revenue for businesses. In 2025, consumer spending is expected to reach a record $13.1 billion, up 13% from $11.6 billion in 2024.

49% of shoppers start their purchases before October, reflecting the growing trend of early shopping.

For businesses, this presents substantial opportunities to increase sales and reach a wider audience during the Halloween season.

Unlike other holidays, Halloween in the USA isn’t bound by rigid traditions, making it one of the most adaptable eCommerce opportunities of the year.

Fashion brands can launch limited-edition Halloween clothing or accessory lines.
Food & beverage companies can offer seasonal treats, themed snacks, or spooky drink specials.
Entertainment platforms can run Halloween-themed movie or game marathons.
Home decor brands can promote seasonal decorations, lighting, and DIY kits for Halloween.

Popular Product & Service Categories on Halloween in the USA 2025

Top products and their projected spending:

Costumes. Projected spending: $4.3 billion
Costumes remain a central part of Halloween celebrations, with 71% of consumers planning to purchase them
Home Decorations. Projected spending: $4.2 billion
78% of consumers plan to buy decorations, reflecting the growing trend of elaborate home setups.
Candy. Projected spending: $3.9 billion
Candy remains the most popular purchase, with 66% of consumers planning to distribute it.
Greeting Cards. Projected spending: $700 million
38% of consumers plan to buy greeting cards, an increase from 33% in 2024.
Pet Costumes. Projected spending: $860 million
23% of consumers plan to dress up their pets, with popular choices including pumpkins and hot dogs.

Shopping Malls and Profit During Halloween

How Halloween in the USA impacts shopping mall revenue:

Increased traffic and purchases. People actively buy costumes, home decor, toys, candies, and other holiday-related products. This drives overall sales growth, especially in clothing, accessories, and party supplies.
Seasonal promotions and discounts. Retailers launch promotional campaigns, organize festive events, costume contests, and themed photo zones, boosting customer engagement and encouraging additional purchases.
Implementation across offline and online channels. Offers on websites and mobile apps, as well as pre-orders for Halloween, help increase both traffic and sales.

Halloween in the USA is a key period for retailers. Shopping malls and their tenants experience revenue growth, which contributes to the broader economy.

Generational Shifts: How Different Age Groups Celebrate and Spend

According to the latest NIQ BASES Survey, each generation is approaching holiday shopping in its own distinctive way. While Gen Z and Millennials are the most active participants in Halloween celebrations, their motivations and shopping habits differ significantly.

Here are the main generational insights:

Gen Z favors budget-conscious, reusable, and DIY decorations, influenced by sustainability values and social media trends.
Millennials combine new purchases with repurposed items, particularly for pet costumes and outdoor décor, reflecting a balance between creativity and mindful spending.
Gen X and Boomers are taking a more measured approach but continue to participate in seasonal traditions — especially when promotional offers are timed strategically.

These generational distinctions mirror broader consumer patterns identified by MRI-Simmons: while many Americans are cutting back on discretionary spending, such as dining out or buying premium brands, Halloween continues to serve as a key cultural moment — one that consumers are determined to celebrate affordably and creatively.

Halloween Marketing Strategies: Recommendations from BYYD

Halloween 2025 is no longer just about costumes and candy — it’s about creativity, connection, and conscious celebration. For brands, this shift unlocks new opportunities to make a meaningful impact during the Halloween season.

Recommendations for brands:

Place your product on both local and international marketplaces. Being present on popular platforms such as Amazon, Walmart, and Target increases brand visibility and consumer trust.
Conduct market research. Before launching products, study the market to understand local trends, consumer preferences, and track demand dynamics. Identify popular items to adapt your product assortment accordingly.
Stay flexible with promotions. Appeal to both early planners and spontaneous shoppers.
Incorporate technology. Leverage smart features and interactive digital content to boost engagement.
Champion DIY culture. Offer kits, tutorials, and inspiration that empower consumers to personalize their Halloween experience.
Run precisely targeted advertising campaigns — for example, by promoting through mobile apps using programmatic technology.

How Programmatic Advertising Solves Marketing Challenges During Halloween

Mobile advertising enables the promotion of various product categories across the U.S. Properly configured geolocation and audience interest targeting help reach users who are preparing for Halloween — buying candy, searching for themed entertainment, and choosing costumes.

Case #1 – Swisslion

Using a Video banner, the BYYD mobile platform promoted Swisslion’s confectionery products, achieving 827,000 impressions and 6,400 clicks on the creative. This highlights the effectiveness of in-app tools for advertising sweets, which are in high demand during the Halloween season.

Case #2 — Yves Rocher

Using Rich Media banners, mobile specialists promoted Yves Rocher’s skincare products. Through precise targeting, they reached 345,418 unique users, confirming that mobile advertising is an effective tool for promoting beauty products.

Daily optimization also played a key role in achieving these results. Apps with low CTR were added to the Black List, allowing space for new placements with higher performance across key metrics.

Case #3 — KINO.KZ

To promote a movie premiere, KINO.KZ turned to the mobile platform BYYD. A video banner featuring the film’s trailer, combined with targeted ads and daily optimization, helped achieve a CTR of 1.05% and reach 908,401 unique users.

This demonstrates the effectiveness of in-app promotion as a tool for movie advertising — especially during the Halloween season, when demand for themed screenings increases.

Mobile advertising through the BYYD platform is an effective marketing tool during the Halloween season. It allows brands to reach users where they spend most of their time — inside mobile apps — delivering engaging, interactive creatives that capture attention amid high competition.

With precise targeting based on interests, location, and behavior, BYYD ensures that ads reach audiences actively preparing for Halloween in the USA, from buying costumes to searching for entertainment. Daily optimization further boosts performance, helping brands increase visibility, engagement, and sales during this peak shopping period.