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When the Ghoul Gets Going: How New Yorkers Embrace Halloween with Serious Style

Look, New Yorkers aren’t ones to shy away from a good bash, and Halloween? It’s the city’s perfect potion of drama and delight. While folks might be trimming their holiday budgets this year—yeah, we’ve all heard about the tight purse strings here—Halloween’s an exception. American shoppers are ready to delight in the spooky spectacle like never before.

The Costumes, Candies, and Costs

So, what’s the deal with Halloween spending? According to PwC, folks are shelling out nearly $290 on average. Think costumes, decorations, and all things fall-harvesty. But that’s not all—we’re hitting up pumpkin patches and parades to get our seasonal fix. It’s like a mini-winter holiday, filled with “calculated indulgence,” as the folks at PwC call it.

Spooky Season Starts Sooner

Forget about waiting for the leaves to turn. Halloween starts creeping in right after the Fourth of July. TikTok user Splash of Spooky lets us in on the secret: July 5th is the unofficial kickoff. Retailers are in on it too. They’re rolling out the goodies earlier each year, with some leaning into “Summerween” to jumpstart the fun.

Halloween – A Retail Riddle

Ali Furman from PwC nailed it when she said Halloween is “a retail master class in emotional merchandising.” Stores like Michaels and Home Depot are cashing in, starting their Halloween displays months ahead. It’s their strategy to test the market, full-price first, and then dive into promotions. Half the folks are snagging their Halloween gear by September, and spending in this arena could hit a record-breaking $13.1 billion by 2025. That’s a lot of pumpkin spice lattes!

Gen Z’s Fang-tastic Love Affair

Now, don’t get it twisted—Gen Z’s not sitting this one out. Even with some dialing back holiday spending, Halloween escapes this fate. They’ve got a thing for experiential shopping, and although many browse online, they’re still hitting up those brick-and-mortar spots. Retailers, take note: Gen Z’s in-store visits aren’t quite matching up to purchases yet, but there’s a golden opportunity here.

Horror: A Year-Round Affair?

Halloween’s not just pumpkin patches and candy corn these days. More people are embracing horror all year round. Studies show horror films have become family bonding activities. Companies like Universal are cashing in by planning year-round horror attractions, further proving our never-ending thirst for thrills.

Chicago’s Delightfully Dark Scene

Chicago’s got its share of spooky stores, from Bucket O Blood to The Alley. They thrive on unusual vibes, offering everything from horror novels to punk records. “A safe place for weirdos, freaks, and misfits,” The Alley proudly declares. It’s part of why Halloween’s transcended seasons and transformed into a beloved ritual.

Alison Furman puts it perfectly, “Halloween has really become a year-round emotional ritual.” We seek community, shared joy, and a touch of the macabre.

The Future of Frights

As Furman notes, “What’s important to Gen Z today is likely important to future generations.” Halloween’s experiential escape isn’t just about the now. It’s mapping out how other retail cycles could evolve. The magic lies in its ability to blend fun and community with a dash of horror—an enticing recipe for future retail success.