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How Halloween became a $10B business for retailers
Outdoor decorations and displays have become more extravagant than ever. But that wasn’t always the case.
Published Oct. 24, 2022
Caroline Jansen

Driving through a neighborhood in October, it isn’t uncommon to find houses adorned in larger-than-life skeletons, inflatable characters, animatronics and other items to get into the spooky spirit of the season.
Halloween decorations have increasingly grown in popularity over the years and it’s become a lucrative opportunity for retailers.
Nearly 70% of consumers plan on celebrating Halloween this year, sending projected spend on the category to $10.6 billion, up from $10.1 billion in 2021, according to a survey conducted by Prosper Insights & Analytics and the National Retail Federation. One of the most popular ways consumers plan to celebrate the holiday is through outdoor decorations, coming only second to candy, the survey found.

Similarly, a LendingTree survey released earlier this month found that 87% of consumers plan to spend on Halloween this year, a 16% increase from last year, with about 40% saying they’ll spend on outdoor decorations.
But Halloween wasn’t always a holiday where consumers shelled out a lot for decorations and other items.
So how did this holiday become a more than $10 billion business?

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