Gen Z is fuelling a Halloween spending frenzy

It’s the most wonderful time of the year.

Ew – not Christmas. No.

HALLOWEEN.

The day I celebrate better than I do my own birthday.

Shock, I know.

I’ve been obsessed with the macabre since I was a child. But that's not the only thing about the holiday that captivates me. It’s the essence, the spirit of Halloween, if you will. Everything feels a little dark, chaotic and exciting.

Turns out I’m not the only one with an affinity for All Hallows’ Eve. Gen-Z feels the same way.

Halloween has always been a retail hotspot.

But in recent years, Halloween sales have been booming, with 2023 spending reaching up to $12.2 billion.

After COVID, consumers have increasingly invested in lavish décor. However, the holiday is allegedly reaching new heights with its amplification by Gen Z on social media. And we see that reflected in the demographic's spending.

Last year, 91% of Gen Z-ers between the ages of 12 and 22 said they would be celebrating Halloween. Roughly 70% of those Gen Z consumers said they planned to spend money on costumes. And more than half (58%) reported they would be purchasing Halloween decorations.

So, it’s no wonder brands are doubling down this year to capitalise on the action.

Chipotle is no stranger to ghoulish gags. In recent years, the brand has posted joke Halloween costume ideas on social media, making light of the memes around its napkins and forks.

This year, the restaurant chain is bringing their efforts into the physical realm. They're teaming up with Spirit Halloween to make a line of ‘Boorito’ costumes. These include a Chipotle-branded burrito, water cup, and napkin. The move plays into the chain’s long-running 'Boorito' Halloween marketing activations.

Progressive Insurance and CarMax are collabing with the horror-comedy Beetlejuice, Beetlejuice. Target has jumped on the viral Stanley Cup trend with a 'Tumbley' costume. And craft retailer Michael’s has been debuting its Halloween products on social media over the last month.

So, what’s a brand to do?

Ghoul hard or ghoul home. Plan to maximise your Halloween marketing efforts this year, particularly on social media, to capture Gen Z’s current obsession. Focus on Gen Z-centric platforms like TikTok and Instagram, keeping an eye out for any Halloween-inspired trends.

Tapping into memes and popular trends is a great way to resonate and create fun shareable content.

Have fun with it. While Halloween is said to be a dark holiday, it’s actually a time of celebration and creativity. Doing an office dress-up competition is always a way to get the laughs going and makes for some great content, too.

Now, if you’ll excuse me, I only have FIFTY-ONE DAYS to decide what I’m dressing up as. The pressure is unsurmountable, I tell you.

-Sophie, Writer