This is an updated edition of a blog post from September, 2012

Halloween is now the #2 decorating holiday in America, more than one of our sales reps has proclaimed.  I usually counter that in the US we really only have two major decorating holidays: Christmas and Halloween.  But over the past decades, Halloween has gone from being primarily a children’s holiday to being a seasonal event that changes the look of our neighborhoods and houses.  While trick or treating is still the largest part of the celebration for children, some adults attend Halloween parties – especially when it falls on a weekend – and put up decorations in homes and offices.

Although I’ve heard anecdotally that Halloween is trending down, in 2023 the National Retail Federation reported that total Halloween spending was expected to reach a record $12.2 billion, exceeding 2022’s record of $10.6 billion. A record number of people (73%) participated in Halloween-related activities in 2023, according to their report, which brought us back to pre-pandemic levels.

How can your shop take advantage of the great potential for this holiday?  I would suggest that you start by considering whether you want to try to compete in the costume category, which is the one where the most dollars were spent in 2023. You need to offer a fairly extensive selection if you are going to be a destination for costume purchases.  You may, however, be successful in selling accessories such as headbands, hats, mustaches, tattoo sleeves, jewelry and even bibs. One of our best-selling Halloween items when I originally wrote about Halloween over a decade ago were tiny spider earrings – and they are still going strong. These smaller touches are perfect for selfies and social media.

The candy category is also one where it is hard to compete, especially if the grocery stores and big box stores in your area offer a deeply discounted selection. But decor now outsells candy in total dollars spent, and this is a category in which a specialty shop can really excel. Try to offer a range from cute to creepy, since not everyone wants skeletons and skulls — although those who really love Halloween are often trying for a scary effect.  Anything that glows or makes a noise seems to sell well to this customer.

Keep an eye on price points for Halloween, since the novelty of an item often dictates its appeal.  As a rule, novelty has to be relatively inexpensive in order to sell.  Practical pieces such as large bowls for trick or treat candy, or a witch’s hat and apron for the person greeting children at the door, are fun touches as long as they are under the magic price point of about $25.

Pumpkin decor without jack-o-lantern faces can carry over to Thanksgiving, which often gets short shrift because it comes so close to Christmas.  We have had good success with blown glass pumpkins that look great tucked amongst the ghosts and scarecrows of Halloween, and then stand on their own for Thanksgiving — the next American “decorating holiday” on the calendar.

Happy Retailing,

Carol “Orange” Schroeder 

PS There will not be a Specialty Shop Retailing blog post next week