Halloween is emerging as one of Canada’s most powerful retail seasons. Once centred on candy and carved pumpkins, the occasion has expanded into a multi-category spending event that now rivals major holidays for consumer attention — and budgets.
According to a 2024 Leger study on Canadian Halloween spending, 53% of Canadians celebrated the holiday last year, with 83% planning to spend the same or more this season.
The average household spent $67.65 on costumes, candy, and décor — a modest figure on its own, but significant given the rapid growth year over year.
In October 2023, Canadians spent just over $1.8 billion in Halloween retail purchases.
Planning ahead
Perhaps more telling is how and when Canadians are shopping. Nearly 50% of consumers made their Halloween purchases two to four weeks before October 31, up from just 34% in 2023.
And despite the rise of e-commerce, 73% of those transactions happened in-store, underscoring the continued importance of physical retail experiences.
“Halloween has really grown beyond candy and porch pumpkins,” said Scott Mitchell, Managing Director at Vistar Media Canada.
“It’s now one of Canada’s fastest-growing retail moments. What we’re seeing in the data is that consumers are broadening their spending into categories you wouldn’t have associated with Halloween a few years ago.
Trending upward
Décor is becoming bigger, seasonal food and beverage launches are drawing attention, and fashion is now a big part of the mix with themed apparel and accessories.”
Halloween spending is seeing an upward trend with Canadians spending nearly $70 per household. It’s a sign that Halloween is becoming a more prominent holiday in Canada.
“That tells us Halloween isn’t a niche holiday anymore. It’s a lifestyle event where people are looking to create experiences, whether that’s decorating their homes, hosting gatherings, or finding unique products that tie into the season.”
That shift, he said, is also changing how brands approach their seasonal marketing strategies. With consumers buying earlier, companies are launching campaigns weeks in advance to “own the anticipation phase”.
This is a strategy entrenched with Christmas retailing, as you have likely noticed with Christmas trees and ornaments popping up as early as July in some retails locations.
“Almost half of Canadians bought their Halloween items two to four weeks ahead last year, compared to only a third the year before. That’s a dramatic change,” Mitchell said.
“For retailers and brands, the opportunity is to lean into that earlier window — to capture excitement and influence decisions before the peak season hits.”
Out of Home advertising
Out-of-Home (OOH) advertising has emerged as one of the key ways brands are inserting themselves into Halloween culture. The season’s visual nature, paired with programmatic targeting, makes it highly compatible and eye-catching for OOH advertising.
“Halloween is such a visual holiday — pumpkins, bats, moody colours — and OOH is designed for bold creative that grabs attention in a split second,” he said. “
We’re seeing brands use high-impact digital formats, interactive campaigns, and short but powerful seasonal messages to make an immediate connection.”
Christmas is King but Halloween is on it’s way to being one of the most commercially successful holiday.
It’s influence extends far beyond giant chocolate bars and bulk candy. In a commercial sense, Halloween rewards those who plan early, think creatively, and tap into the growing appetite for experiences that go beyond the doorstep.
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