From Candy to Commerce: How Malls Are Turning Halloween into a $13 Billion Retail Opportunity
Crescent Mall, Vietnam
October is no longer just about pumpkins and costumes, it’s prime time for retail creativity. This year, Halloween spending is projected to reach record highs as malls and retailers transform stores into immersive experiences that spark engagement and drive traffic. From themed pop-ups to interactive décor, Halloween is proving that experiential retail isn’t a trend; it’s a growth strategy.
According to the National Retail Federation, U.S. consumers are expected to spend $13.1 billion celebrating Halloween 2025, with the average shopper planning to spend about $114.45, nearly $11 more than last year. Costumes and decorations each make up more than $4 billion in spending, while candy contributes another $3.9 billion. Those numbers underscore just how powerful this short-season opportunity has become for both brands and property owners.
Retailers Bring the Magic to Life
Across the country, retailers are leading the charge with imaginative, in-store activations that turn a quick visit into a full-scale experience. Fashion brands are rolling out limited-edition Halloween capsules, beauty retailers are hosting “spooky-glam” makeover bars, and candy companies are staging interactive tasting stations and social-media photo walls. Even national chains are experimenting with sensory-driven displays, themed checkout zones, and QR-linked scavenger hunts that blend digital engagement with real-world fun.
Meanwhile, malls provide the backdrop — connecting these brand moments through center-wide events, trick-or-treat trails, and immersive décor that make the entire property feel alive. Together, malls and retailers are turning seasonal excitement into community-driven celebration that keeps shoppers returning and spending.
Experience Is the Differentiator
With nearly three-quarters of consumers planning to celebrate Halloween this year, the takeaway is clear: people are eager for connection. They’re drawn to places that make shopping feel memorable and meaningful, especially as prices rise and discretionary dollars stretch further. In that environment, experience is the differentiator.
The malls and retailers that win this season are the ones that give visitors a reason to linger: to take photos, share content, and participate. Whether it’s a haunted photo booth, a pet costume parade, or a glow-in-the-dark merchandise drop, each touchpoint turns foot traffic into brand loyalty.
Why it Matters
At Blue Butterfly, we see Halloween as more than a holiday, it’s a reminder of what makes retail vibrant. It’s proof that storytelling, community, and commerce thrive when creativity leads. The most successful centers are those that blend the practical with the playful, building spaces where families connect, retailers experiment, and the season’s magic comes to life.
This October, as ghosts and goblins fill the aisles, malls and retailers alike are capturing something deeper than sales. They’re rekindling the joy of discovery and that’s the kind of retail story we’ll always celebrate.
Happy Halloween from Blue Butterfly 🎃🦋
