Why Halloween seems to come to stores earlier every year

While consumers finished up their back-to-school shopping this August, they likely already saw pumpkins, candy, costumes and spooky décor on display in stores. For some shoppers, Halloween merchandise on sale weeks before the holiday sparks a familiar question: Why does Halloween seem to keep arriving earlier every year?  

The short answer is that consumers are planning ahead for a holiday that now goes hand in hand with the fall season, even while navigating ongoing economic pressures. Through it all, retailers are staying prepared to meet those consumers where they are. 

Consumers are planning Halloween earlier than ever 

Last year, nearly half (49%) of consumers began shopping for Halloween before October, a number that had risen from just 34% 10 years prior. But many consumers shop even earlier, with one-quarter of consumers saying they had already purchased Halloween items such as decorations, costumes, candy or greeting cards as of early August. These shoppers are planning parties, decorating their homes and enjoying fall festivities long before October 31, as what was once a single-day event continues its evolution into a season of celebration.  

Consumers are planning ahead, and when they are ready to make their plans a reality, retailers are ready with everything shoppers need. Many consumers have already made use of this preparation to start building their costumes and satiating their sweet tooths — adult costumes and candy are the most-purchased items so far. Costumes for the little ones are underway, too – the percent of early shoppers saying they’ve purchased children’s and pet costumes by early August has doubled since last year.  

Fall weather helps kick off Halloween shopping 

Cooler weather is a big motivator for consumers to start their Halloween shopping, as the holiday solidifies its synonymity with the season: 42% of consumers who celebrate say they are inspired by fall weather to start shopping for Halloween. Consumers living in areas that experience earlier fall weather such as the Midwest and Northeast are more likely to say it's their inspiration to begin Halloween shopping. The inverse is also true: The mountain region, including warmer states like Arizona and New Mexico, are among the least likely to list this as their inspiration to start shopping for Halloween. 

As demand for Halloween products starts earlier, retailers are making sure they’re ready for that chill in the air that triggers consumers’ Halloween-shopping urge.  

It’s not just Halloween 

Consumers look to Halloween and other festive times of year to lift their spirits and spend time with family and friends, but through it all, they continue to keep economic pressures in mind. In the early August survey, consumers said that inflation (54%) and tariffs (40%) were negatively impacting their view of the economy.  

Bearing these concerns in mind, they’re adjusting their shopping accordingly — consumers say they’ve focused more on “needs” than “wants” (43%) and becoming more practical in their purchases (40%) across the last six months.  

More on consumers’ Halloween plans and early shopping strategies will be available in September in NRF’s Halloween headquarters.