Younger shoppers, social celebrations and social media are set to reshape Halloween in 2026
With spooky season fast approaching, we looked back at our March research to understand how shoppers plan to celebrate Halloween and how the event is shaping spending habits. Halloween is increasingly becoming a key moment in the retail calendar, with food and drink playing a central role in celebrations.
From family activities and themed treats to hosting occasions and social gatherings, the way shoppers celebrate Halloween is evolving and creating new opportunities for retailers and suppliers. Here are our three predictions for Halloween 2026, and what they mean for meeting evolving shopper needs.
Prediction 1: Younger shoppers will shift Halloween further towards parties and social occasions
This year, 36% of shoppers planned to celebrate Halloween, up from 27% in 2025. Traditionally associated with trick-or-treating and family-focused celebrations, Halloween was most popular among 35-44-year-olds in 2025.
However, growth is increasingly being driven by younger shoppers, with participation in 2026 peaking among 18-24-year-olds. At the same time, Halloween is becoming a more social occasion, with the number of celebrators planning to attend a party or event rising from 25% to 32%.
This points towards a more social Halloween in 2026. Younger adults are not only more likely to celebrate, but are also seeking shared experiences beyond traditional at-home activities. Retailers and suppliers that cater to this audience through decorations, party food, themed treats and alcoholic drinks are likely to see stronger demand, while strategies focused solely on family at-home celebrations such as trick-or-treating may miss emerging opportunities.
The shift towards hosting also creates new opportunities for value packs, sharing snacks, easy party food, decorations and multi-buy alcohol promotion. Younger shoppers often want things that are quick to put together and look good with little effort, so products that deliver both convenience and impact will be very popular.
Prediction 2: Affordable and convenient solutions will matter most
In 2026, decorating the home (46%) and buying food and drink (43%) remain the most common Halloween activities among celebrators. As a result, traditional purchases such as trick-or-treat sweets and pumpkins are likely to continue driving the largest sales volumes.
However, with a growing number of younger shoppers taking part in Halloween celebrations, value will become increasingly important. Younger adults are often more budget-conscious, planning ahead and seeking promotions to make celebrations affordable. In 2026, 85% of those buying food and drink for Halloween said they were likely to purchase items on promotion, while 67% planned their shopping in advance.
This suggests Halloween spending will become more deliberate. Shoppers will look for ways to keep costs under control while still creating a memorable occasion, favouring promotions, value-led ranges and products that offer convenience.
For retailers and brands, the opportunity lies in removing friction. Clear promotions, well-signposted seasonal ranges and simple inspiration through in-store displays, recipe ideas and cross-category bundles can drive participation. Those that make it easy for shoppers to find everything they need in one place will be best placed to benefit.
Prediction 3: Opportunities lie in inspiration and social media
Halloween shoppers are open to inspiration, with 51% saying they plan to try new products or recipes for the occasion. Social media is playing an increasingly important role in this journey, with 34% of celebrators planning to use it for ideas for their food and drink choices.
As Halloween gains popularity among younger shoppers, its online presence is likely to grow. Shoppers are turning to social media for costume inspiration, party ideas, recipes and product recommendations, creating new opportunities for brands to engage consumers ahead of their shopping visit. Promotions, limited-edition products, recipe content and influencer partnerships will help drive shoppers into store.
Shoppers are open to trying new ideas, but they want them to feel easy, affordable and worthwhile rather than complicated or expensive. Products that combine novelty, convenience and value are most likely to gain traction online and convert inspiration into spend.
Fun, novelty and visually striking NPD is more likely to generate engagement online, particularly among younger celebrators. Trade-up opportunities lie in premium sweet treats, speciality confectionery and elevated party food that feel like an affordable indulgence. While sales volumes will continue to come from the broader base of celebrators, growth in spend is likely to be driven by shoppers who are highly engaged online and willing to trade up to make the occasion feel special.
Shopper insights can help you better plan for key events and engage shoppers more effectively. For a deeper dive into how shoppers celebrate the biggest occasions of the year, explore our latest Events Report. Stay tuned for our review of the standout Halloween activations of 2026, coming soon to Retail Analysis following Halloween.
To learn more about shopper behaviour around key events, contact [email protected] or [email protected].