You may have been surprised that Halloween items arrived early at the retailer. Some of these will be around July 4th. But why did skeletons, witches and ghosts start to pop out as the fireworks went out?
These horrifying items will drive Halloween spending to $13.1 billion this year, the National Retail Federation said. Previous record was $12.2 billion in 2023.
There are multiple reasons, including early summer Halloween celebrations, such as “Summerwin,” which can make it more popular and profitable for retailers. Economic factors such as tariffs, purchase decisions, and storage costs also affect seasons and expenditures.
Even your own insecurities may play a role. You may be experiencing a phenomenon of mortality salience, a growing awareness of your own inevitable death.
When that happens, “study shows people are engaged in compensation behaviour,” says Dr. Daniele Mathras, Associate Dean of Undergraduate Education at D’Amore-Mckim Business School at Northeastern University and an associate professor of marketing. “They may escape, distract, or reinforce cultural norms and ideals through consumption.”
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Trump’s tariffs stalled Halloween orders
According to the South China Morning Post, approximately 90% of the celebration products (items related to holidays and other seasonal occasions) are imported from China. Includes Halloween and Christmas items.
According to industry analyst Marketing 411, tariffs are one of the reasons we saw Halloween products appear in the summer. Customs duties are a type of tax that applies to imports into the United States. Importers pay taxes, while economists say some of the costs will be passed to consumers.
“When tariffs were originally imposed at a rate of 145%, the volume of all Halloween suppliers dropped significantly, leading to cancelled and stalled orders,” Tara Cortner, president and CEO of Disause, told USA Today. Disause produces original licensed Halloween costumes.
President Donald Trump announced tariffs in March on products made in China and other countries. Prices are fluctuating, but in China it is currently at 30%.
“The order resumed when the tariff suspension began at a 30% rate in China,” Kourtner said.
As a result, she says, “There are fewer products in the market this year.” Production time was lost, and retailers reduced quantities in anticipation of rising retail prices.
Some retailers have already begun offering Halloween items as of June and as a marketing strategy “as a hedge against trade risk,” says Marketing 411.
Yes, what is “in the summer”?
Summerween is helping retailers maximize seasonal sales, USA Today reported last year. Businesses are discovering that people enjoy planning Halloween displays well before their holidays.
Halloween itself shows the changing seasons and the ghost of death. European immigration has brought festivals to North America such as Samhain and other death compliance.
Holidays indicate the transition from summer to falls. “The days are shortening, the trees are washing their leaves and things are beginning to die,” says Matras. “Halloween is like an amplification of mortality. During this season, we humans remember the inevitability of death.”
According to terrorism management theory, that perception creates the fundamental existential fear that we are trying to deal with.
“We’re trying to manage this anxiety in several different ways,” says Matras. Buying things is one of them.
“There’s a lot of research showing people buying items that directly deal with threats,” she says. “We use consumption to make you feel better.”
Halloween is more popular every year, says Courtner. “I think social media is a big reason for this. Fans can engage each other. These platforms allow you to share pictures of your decorations and costumes.
“Halloween is fun and fun. It’s something that everyone can agree and enjoy.”
Be careful National Retail Federation and A Prosper Insights & Analytics poll of 8,045 consumers on Halloween shopping plans was conducted between September 2nd and 9th. The error margin is +/- 1.1% points.
Contributions from Chalice Jones and Mary Wallas Holdridge
Source USA Today Network Report and Research. Reuters; National Retail Federation; Foreign Relations Council. National Medical Library
