Halloween Marketing: A Trending Fad or Seasonal Staple? 

Each October, all of our favourite brands suddenly become fond of the spooky way of life. 

Seasonal marketing has become almost too much to bear in recent years; Christmas products descending on us in September and brands reaching to find Halloween activations. Whilst some brands are able to make these seasonal activations seem native to their brand identity, many seem to simply be joining in on the fun to make a few quick bucks. 

Consumers are becoming wary of the authenticity of Halloween marketing, and questioning whether brands’ attempts are genuine or not. Begging the question, should brands attempt a Halloween marketing strategy, or is it merely a fad not worth the effort? 

WHY HALLOWEEN MARKETING?

Halloween has grown into quite the economic beast in recent years. 

In 2023, consumers in the U.S. spent a record-breaking $12.2 billion on Halloween, surpassing the previous year’s $10.6 billion. This massive expenditure was driven primarily by spending on costumes, decorations, and candy. Costumes alone saw a significant rise, with total spending increasing from $3.6 billion to $4.1 billion. Halloween has become a major marketing opportunity for many brands due to the growing number of people who participate in related activities—73% of consumers planned to celebrate the holiday in 2023​.

@amina_fern

That is incorrect bc halloween is the best holiday #halloween #foryou #wrong

♬ neva cared_sped up – Sped up songs <3

The craze of Halloween is most typically connected with the United States, yet, the spooky season has extended its reach, becoming far more prominent in countries across the globe. In fact, the United Kingdom has established Halloween as its third most important holiday in the year. 

Naturally, this has led to brands seeking to join in on the festivities. Much like Christmas, Halloween is an opportunity for brands to connect with their consumers, release seasonal products, and entice extra spending from shoppers. 

The holiday has far outgrown its roots of sweets and costumes. The beauty, food, and apparel industries are now all major players in Halloween marketing. Makeup brands in particular have found creative ways to make Halloween their own. One fantastic example is Nyx Cosmetics. 

@nyxcosmetics

WHO STOLE #HALLOWEEN? 👀 6 villains are serving looks, but only one is serving a sentence 🔎 season 1 airing 10/3, only on NYXTV 🚨 @djpaulyd @The real Nene Leakes @Christine Quinn @Celybird @Whitney Adebayo @Tasia #nyxcosmeticsstolehalloween #nyxcosmeticshalloween

♬ original sound – NYX Professional Makeup

Nyx Cosmetics is known for its high quality, bold products. A drugstore beauty brand, Nyx is loved by consumers for its wide range of products and fun marketing. As such, Halloween campaigns work perfectly with the brand’s fun, youthful identity and target audience. Each year, the brand releases an inspirational campaign, showing consumers how to create iconic Halloween looks with their products. 

Another brand that has knocked Halloween marketing out of the park is Heinz. 

In recent years, Heinz embraced Halloween with a clever twist, rebranding its ketchup as “Tomato Blood” to add a spooky edge. This wasn’t just a simple packaging change – Heinz went all out by launching a pop-up shop in LA where fans could craft costumes using the ketchup as faux blood, enhancing the immersive Halloween experience. The brand even introduced a Halloween Heinz Blood costume kit, further linking the product to the spooky festivities. It’s a strong example of how a brand can tap into the holiday, not just through themed packaging, but by offering an experience that resonates with the playful spirit of Halloween.

@minnie.micahhh

Heinz is on some shit. #GenshinImpact34 #heinz #tomatoblood #fyp

♬ original sound – Minnie.Micahhh

However, just because brands can join in on Halloween, does not mean that they should. 

A common issue in marketing is brands trying to join in on every passing trend, fad, or holiday that passes them by. In doing so, brands can end up alienating their audiences rather than connecting with them. Modern consumers value authenticity and honesty above all else, which requires brands to think carefully about their seasonal activations. If a brand such as Tiffany & Co suddenly released a Halloween collection for example, their audience would read this as a money-making ploy and lose trust in and respect for the brand. 

So, is Halloween marketing essential for brands? 

Yes, and no. 

IS HALLOWEEN MARKETING ESSENTIAL?

Unlike holidays such as Christmas, Halloween is a short-lived opportunity for brands. Christmas, in comparison, has a longer lead time and greater consumer spending. This is due to the holiday being seen as more important in terms of marketing due to its extended period, higher sales volume, and larger cultural significance. Halloween campaigns can still drive significant value, but they should complement, not replace, more comprehensive holiday strategies like those for Christmas.

All in all, Halloween is a fantastic holiday for brands to join in on. It is the perfect opportunity for fun, light hearted marketing that speaks to young consumers. 

@stuffaboutadvertising

A few of my favorite Halloween ad campaigns from 2023 🎃 #advertisingtiktok #marketing #halloween2023 #adcampaigns #marketingcampaign #greenscreen #greenscreenvideo

♬ original sound – Stuff About Advertising

Yet, brands must tread carefully with Halloween marketing ideas to avoid alienating their audience. While the holiday offers a great chance for creative campaigns, not every brand can bend itself to fit the spooky season. If a brand stretches too far to join in, it risks coming off as inauthentic, which can damage credibility and trust. 

It is crucial that Halloween activations align with a brand’s core identity and values. Staying true to their voice ensures that consumers remain engaged, rather than confused or turned off by forced seasonal marketing.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs.

@sociallypowerful