Top Halloween Trends of 2023: ’90s Nostalgia & Blockbuster Buzz

While a significant 45% of consumers expect to curtail their Halloween spending compared to last year, Millennials are a notable exception. Just over 40% of Millennial shoppers plan to spend more on Halloween-related purchases this year, standing in stark contrast to the more conservative Gen X and Baby Boomer generations, where 52% and 50%, respectively, anticipate spending less. 

Perhaps the simplest explanation for this trend is that Millennials, the eldest of which are in their early 40s, are nearly twice as likely to have children under the age of 18 than any other generation, according to data from our Q3 2023 Consumer Trends Report. This means their Halloween-related spending is more likely to include costumes and other related items for their children in comparison to other generations. 

Boomers appear to be the most consistent with their past habits; 43% expect to spend about the same on Halloween this year as they did in 2022. Gen Z’s spending most closely mirrors overall consumer sentiment: 47% of them plan to spend less.

In 2022, average Halloween spending per person was around $100, according to a National Retail Foundation survey.

Amazon is the most popular destination for consumers shopping online for Halloween-related items — 44% said they typically shop there first. Its stronghold is particularly pronounced among Gen Z and Millennials, with 56% and 58%, respectively, turning to Amazon first when shopping online for Halloween. 

And while Halloween specialty retailers like Spirit Halloween and Party City may be popular in-person destinations, just 10% of consumers turn to their websites first when searching for Halloween products online. 

Among social media platforms, which continue to grow in popularity as ecommerce destinations, Facebook and Instagram emerge as leaders. This is especially true among younger demographics, with Instagram captivating 30% of Gen Z shoppers. 

Sales of Halloween-related items on Amazon typically peak in mid-October, according to data available in Jungle Scout’s product and keyword research tools. That said, Halloween keyword and product data available through August 2023 — reflective of consumers getting an early start on their shopping — is already pointing to some clear trends. 

Keyword Scout, Jungle Scout’s keyword research tool, shows the number of keyword searches for “Halloween costumes” on Amazon rose nearly 180% between the first and last day of August. “Halloween costumes for adults” saw an even more remarkable jump — 395% — during the same time period. Search volume for both of these terms were also notably higher compared to the same period last year.