PRESS RELEASE: AFFORDABILITY, ACCESSABILITY AND CREATIVITY ARE DRIVING THE RISE OF HALLOWEEN SPENDING IN 2025

You can view the original press release here from Thrive PR + Communications

Thrive PR + Communications

FOR IMMEDIATE RELEASE

October 2025

HEADLINE: Retail Expert Trent Rigby of RC Advisory says affordability, accessibility and creativity are driving the rise of Halloween spending in 2025.

INTRO: Halloween is fast approaching, and Australian households are expected to spend more than $525 million celebrating. New retail insights reveal Australians are taking a more mindful approach to seasonal shopping, with creativity, personalisation and value topping the list of consumer priorities.

INTERVIEW OPPORTUNITY:
Trent Rigby, Director at RC Advisory and Retail Expert, is a leading Australian retail analyst who tracks the evolving habits of shoppers across key sales events such as Black Friday, Christmas and Halloween. Known for his data-driven insights and ability to translate retail trends into consumer behaviour, Trent helps brands and media understand how value, innovation and accessibility are reshaping the retail landscape.

A niche holiday to a national treasure

Trent’s insights reveal that the event has seen over 50 per cent growth (in retail spend) over the past 5 years. Rigby notes that Halloween has followed the trajectory of major U.S. events like Black Friday and Cyber Monday, with Australian participation now reaching around 2.5 million households, roughly one in four.

“It’s no longer a niche event,” he says. “Halloween has become one of the fastest-growing occasions on the retail calendar, with Australians eager to join in.”

“One in four Australians are getting ghoulish this Halloween, with ever-growing popularity of the October 31 event reflected in boosted retail sales across the nation.”

Creativity meets cost-consciousness

Consumers are prioritising creativity, personalisation and value as key drivers of how they shop for seasonal events. Platforms such as Temu, which connects consumers directly with manufacturers, are giving Australians affordable and creative options to celebrate with greater choice and convenience.

“Online marketplaces, like Temu, where everything is accessible at the click of a button, allow creativity to shine, without breaking the budget. Cross-border marketplaces are capturing a growing share of spending. We estimate that around 10 to 15 per cent of all Halloween sales in Australia this year will come through these platforms. It’s a sign that consumers are embracing affordability, accessibility, and variety amid cost-of-living pressures.”

A season that sets the tone

Halloween also signals the start of Australia’s “gold quarter” for retailers, setting the pace for Christmas and summer spending.

“Australians might be tightening their belts, but they’re not switching off,” Rigby added. “They’re simply choosing retailers and platforms that let them express creativity and connection, while still keeping an eye on value and accessibility."

Media Contact: RC Advisory
Trent Rigby – Director

KEY POINTS OF EXPERTISE

1. Halloween’s Evolution in Australia

• Halloween is no longer a niche holiday, it’s one of the fastest-growing retail events in Australia.

• Sales has surged more than 50% in the past five years, with roughly one in four households now taking part.

• Halloween’s rise mirrors the trajectory of Black Friday and Cyber Monday, proof of Australia’s appetite for global retail traditions.

2. Cost-of-Living and the “Savvy Shopper” Mindset

• Australian families are tightening budgets but still seeking ways to celebrate and connect.

• Consumers are more strategic, shopping earlier, comparing more, and prioritising affordability without compromising fun.

• Value and creativity are now equal drivers of purchase decisions. 3. E-Commerce and Online Marketplaces

3. Emerging Shopping Patterns

• Parents are leveraging Book Week costumes for Halloween, creating crossover demand.

• DIY and affordable décor trends are thriving, showing how consumers are personalising celebrations.

• Younger demographics (Millennials and Gen Z) are driving digital-first shopping behaviour.

4. Broader Retail Outlook

• Halloween marks the unofficial start of the retail “gold quarter”, setting the tone for Christmas and summer spending.

• Retailers who connect emotionally with consumers while offering tangible value will win the season.

• Expect continued growth in category blurring, where costume, fashion, and home décor converge.

Research Citation

Forecasted Australian retail spend (~A$525m) built by forecasting retail sales of Halloween related items (costumes and other Halloween related fashion, Halloween related accessories and makeup kits, Halloween decorations, Halloween focused DIY, Halloween party supplies and confectionary) across selected department stores, variety / discount chains, warehouse / bulk, supermarket and grocery, speciality / party and costume stores, hardware and home, online marketplaces and selected speciality fashion retailers. Excludes second hand market sales e.g. facebook marketplace and Gumtree.

Survey of +1,200 Australian wide consumers (September and October 2025) if they plan to ‘celebrate’ Halloween in 2025. ‘Celebrate’ defined as one of more of the following – ‘Purchase a costume’, ‘Decorate their primary place of residence (home)’, ‘go trick-or-treating’, ‘buy treats for trick-or-treaters’ and / or ‘attend or host an event’.