Halloween sales remain weak: shopping trend rather short-term!

Halloween sales remain weak: shopping trend rather short-term!

On October 23, 2025, the focus will be on the upcoming Halloween, which will offer both insights into consumer behavior and a snapshot of the economic situation. According to a research by Click Carinthia The income that traders generate during this period should be viewed as a short-term phenomenon. Raimund Haberl, chairman of the trade division at the Carinthian Chamber of Commerce, explains that although Halloween makes up part of the event calendar, no significant, long-term increases in sales are to be expected.

This year, consumers plan to spend a total of around six million euros on Halloween. Popular products include sweets, decorative pumpkins and spooky decorations. Costumes as well as makeup and accessories items are also in high demand. Despite competition from online shops, over 80% of shopping decisions remain stationary, with younger shoppers aged 15 to 29 being the most active. This group shows a high willingness to celebrate, while older generations, according to Haberl, act more reserved.

Sales forecasts and consumer behavior in Upper Austria

In Upper Austria, sales expectations for Halloween 2023 are even more optimistic at around eleven million euros. A report from Tips informed that consumers there spend an average of around 50 euros. Martin Sonntag, chairman of the trade division in the Upper Austrian Chamber of Commerce, emphasizes that the Halloween business is crucial for retailers through sales of pumpkins, decorative items and sweets. The surveys show that 10% of consumers plan to spend more this year than before.

A look at the most popular items suggests that almost all consumers buy candy, followed by decorative pumpkins and decorative materials such as ghost figures and skeletons. A large number of celebrants also plan to distribute sweets or small gifts, which is intended to support the festive atmosphere. The average willingness to celebrate is 58% among 15 to 29 year olds, while 40 to 49 year olds, mostly parents, also show great enthusiasm for the festival.

Traditional aspects and growing popularity in Germany

However, Halloween is not only very present in Austria. In Germany, the festival is celebrated on October 31st and has become a popular tradition brought back to the United States by Irish immigrants. The origins of the term “Halloween” come from “All Hallows’ Evening.” Loud Statista Halloween parties and watching scary and horror films are becoming increasingly popular. While 30% of Germans specifically watch films or series with a spooky connection on Halloween, it is primarily the younger generation that engages more actively with this custom.

The cultural meaning of Halloween varies greatly. A study shows that only 18% of Germans attach personal meaning to the festival. Children especially enjoy the festive activities, while many adults have less interest in dressing up. However, it remains to be seen how developments around Halloween will develop next year and whether sales can trend in an increasing direction in the long term.