Positioning Strategy Marketing: Halloween Spend Tops Record $13.1B

Rumors of My Death Have Been Greatly Exaggerated: KPop Demon Hunters & Wednesday Help Resurrect Holiday Outlook

When it comes to Halloween spending, the specter of tariffs appears to have been a boogeyman. As early as March, retailers were relating spooky tales of canceled shipments and reduced outlooks. But recent data tell a different story. And purveyors of costumes get creative with positioning strategy marketing.

Americans seem more thrilled than ever about Halloween. National Retail Federation (NRF) reports record Halloween spending of $13.1 billion, with 73% planning to celebrate the holiday. In 2024, we saw a significant dip in overall spending, prompting many to wonder, “Is this the beginning of the end?” This year, we have the succinct answer: No.