Halloween seems to get earlier every year, doesn’t it? You walk into a store in mid-August, expecting to grab some back-to-school essentials, and instead, you’re greeted by rows of plastic pumpkins and haunted décor. Businesses are jumping into the Halloween spirit earlier than ever, but is this early push the right move for your brand?
In this post, we’ll dive into why more companies are jumping on the Halloween bandwagon earlier and whether this trend makes sense for your business. We’ll also share practical tips for timing your campaign just right, without overwhelming your audience.
Why Businesses Are Starting Halloween Early
Let’s get one thing straight: Halloween isn’t just a spooky season anymore. It’s a retail goldmine. With Halloween spending reaching a record-breaking $12.2 billion in 2023, big retailers like Target, Home Depot, and Lowe’s are jumping on the opportunity to extend their sales season. It’s no longer just about October 31st—brands are eager to stretch the holiday out as much as possible.
But here’s the catch: just because the big players are doing it doesn’t mean it’s the right move for your business. Think of the last time you walked into a store in August and were surrounded by Halloween decorations. Sure, it might get you in the spirit, but does it really make you want to start shopping that early? For most people, it’s a bit too soon.
So, should your business start pushing Halloween in August? The answer depends on who you are and what you’re selling. Let’s break it down.
1. Are You a Retailer or a Brand?
The first thing to consider is your role in the Halloween season. Are you a retailer selling Halloween-specific items, or are you a brand simply capitalizing on the seasonal trend?
- Retailers selling costumes, decorations, or candy: You should absolutely be thinking about an early start. Google Trends data shows that searches for Halloween costumes spike in August and peak in late September and October. Décor interest starts to build in September, but candy sales tend to peak right before Halloween. If you’re in this category, getting an early jump on the competition could position you as the go-to source for all things spooky.
- Brands not selling Halloween-specific products: This is where things get tricky. If Halloween isn’t core to your business, jumping into a seasonal promotion too early might feel forced or inauthentic. You don’t need to be the first to launch a Halloween sale—timing it closer to the actual holiday might create more excitement and urgency for your customers.
Think about it: if your audience isn’t in the mindset to buy Halloween products in August, pushing promotions too early could lead to burnout or disinterest by the time they’re ready to make a purchase.
2. Take a Gradual Approach
Let’s be real—no one wants to see a full-blown Halloween promotion while they’re still enjoying their summer vacation. Instead of going all-in with your marketing from day one, try easing your audience into it.
Start small with a teaser campaign. Maybe it’s a fun social media post, a sneak peek of your upcoming Halloween collection, or a playful email with a hint of what’s to come. The key here is to test your audience’s response without overwhelming them too soon.
If you notice engagement spikes or increased interest, gradually roll out more content as Halloween gets closer. This strategy allows you to gauge customer readiness and fine-tune your promotions based on what resonates. Plus, it helps avoid the dreaded mid-season burnout when customers get tired of seeing the same promotions over and over.
3. It’s About Intent, Not Just Budgets
One of the biggest misconceptions about Halloween marketing is that customers are ready to spend their entire budget as soon as they see a promotion. But in reality, timing and intent are everything. Just because someone loves Halloween doesn’t mean they’re ready to shop for it in August.
Instead of throwing out a generic “Halloween Sale” in the hopes of capturing attention, think about your customers’ mindset. What makes your campaign stand out? What value are you offering that aligns with where your customers are in their buying journey?
For example, if you’re offering exclusive products or limited-edition items, launching early could help build excitement and anticipation. But if you’re offering generic discounts or last-minute impulse buys, holding off until closer to October might be smarter.
At the end of the day, it’s not just about getting the sale—it’s about delivering value when your customers are most ready to buy.
4. Timing Is Everything: Know Your Product’s Timeline
Not all Halloween products follow the same sales cycle. Costumes, for example, often benefit from early promotion, especially if you’re selling trendy or popular items. Customers like to plan their costumes in advance, and early marketing gives them time to decide.
On the other hand, decorations and candy tend to be more last-minute purchases. Shoppers are more likely to buy décor in early October and stock up on candy in the final days leading up to Halloween. So, promoting these items too early could lead to wasted marketing spend.
Here’s the key: align your promotions with your customers’ buying habits. Push costumes early, roll out décor in September, and save candy promotions for October.
Practical Tips for Brands
Now that you understand the nuances of Halloween marketing, let’s talk about actionable steps you can take to optimize your strategy.
Test Early, But Don’t Overcommit
Start with a teaser campaign. Maybe send out a fun email or post a sneak peek on Instagram. Watch how your audience reacts—if they’re excited, it’s a good sign you can ramp up your efforts. But don’t feel the need to go all-in until you’re sure they’re ready to engage.
Gradual Rollout
Once you’ve tested the waters, begin rolling out more content. If engagement is high, build on that momentum. But if things are slow, hold off on big promotions until your audience shows more interest.
Create a Standout Campaign
Halloween is a crowded space, so “just another sale” won’t cut it. Whether it’s a creative theme, limited-time offer, or a unique product, your campaign needs to rise above the noise. Storytelling, behind-the-scenes content, and exclusive offers can help you stand out.
Time Promotions Based on Your Product
If you’re selling costumes, promote early. Décor and candy? Wait until your audience is ready to buy. Tailoring your promotion to the product’s natural sales timeline will maximize your impact.
Final Thoughts: Early Isn’t Always Better
At the end of the day, starting early might not always be the best strategy. While Halloween has become a significant spending season, the key is understanding your customers, testing your strategy, and tailoring it to fit their needs.
By staying attuned to customer intent and aligning your promotions with their buying habits, you’ll be able to capture their attention without overwhelming them. It’s not about how early you start—it’s about how effectively you execute.
Where Do You Stand on Halloween Promotions?
Are you team “Halloween can never start too early” or are you someone who feels like it’s too soon? Let me know what you think! And if you’re a business owner wondering how to time your seasonal promotions just right, email me, and let’s build a strategy together. and let’s build a strategy together.
For personalized support and to schedule a free exploratory session, contact me at dani@manven.la and visit us at manven.la. Follow us on Instagram: @manvenla and connect with me personally at @danimansour.