Author: Annette Malave, SVP/Insights, RAB
With Christmas in July behind us, is it too early to start thinking about Halloween? The answer to that is no. One visit to a big-box retailer will immediately answer that question.
As a big event for retailers across various categories, Halloween spending has become as important since it is the market of the change from summer to fall season. Spending reached a high of $12.2B in 2023 but dropped to $11.6B in 2024 according to the National Retail Federation (NRF).
With economic concerns looming over the heads of many consumers, many have started their shopping early – well before October. The NRF has been tracking it and 47% of consumers now shop well before October for Halloween. A recent CivicScience survey discovered that more consumers are shopping earlier in 2025 than they did in 2024. Ten percent shopped in August in 2024 while 15% are shopping in August this year.
Costs are clearly on everyone’s mind, but consumers are using the opportunity to take their minds off the economy and shopping early for Halloween for fun. Thirty seven percent of adults 18+ cite shopping for fun as their reason to shop early, per CivicScience findings. Other reasons for shopping early include avoiding things selling out (24%) or having ample time to get the best deals (16%).
Based on an Ipsos survey, conducted on behalf of Mars, Inc., eight in ten adults plan on celebrating Halloween in 2025. The top things that these consumers plan to do are passing out treats (44%), home decorating (41%) and a little self-indulgence with Halloween candy (40%).
In 2024, consumers were anticipated to spend $103.63 on average, per NRF. The most popular items purchased were candy. Decorations, costumes and greeting cards were also big items.
Retailers who want to take advantage of these early shoppers should take advantage of a medium that reaches consumers closest to the moment of purchase – radio.
Radio listener Halloween intentions are big sales opportunities for businesses. Based on MRI-Simmons Q3 2025 Trending Topics data, 51% of radio listening adults plan on buying candy. That’s a real treat for so many retailers – from supermarkets to local confectionaries. Costume sales are also in the bag for radio listeners but that varies by generation. While only 8% of radio listening boomers plan on buying a costume, it is higher on the list for millennials. Thirty-five percent of millennials who listen to radio will make a Halloween costume purchase.
You can’t create a spooky environment for trick-or-treaters without decorations. And decorations appeal across generations. Thirty-one percent of millennials will buy decorations and 28% of Gen X radio listeners plan on doing the same.
Across these radio listening generations, whether they are hosting or attending a party, alcoholic beverage purchases are on their list. Twenty-five percent of millennials will make this purchase versus 21% of Gen Xers. While not as high on their Halloween shopping list, boomers who tune into radio will be buying beverages as 10% plan on doing so.
As the seventh most celebrated holiday, Halloween serves as a terrific opportunity for businesses and their sales. Businesses connecting with radio listeners across generations to help drive those sales will be a treat for them to enjoy.