Overview
Halloween has evolved into a record-breaking multi-billion dollar season, with spending projected to reach $13.1B in 2026, up nearly 13% from previous years!1 To win this spooky season, advertisers must move beyond single-channel tactics. With 49% of shoppers starting their journey in September or earlier, brands have a premier window to engage high-intent consumers through a combination of hyperlocal precision and omnichannel scale.1
From stocking up on candy to visiting haunted houses, everyone celebrates differently. This guide unmasks how to leverage GroundTruth’s location-based data to drive visits, sales, and household penetration during one of the most critical spending windows of the year.
The When: Creepin’ Into September
The Halloween "Early Surge" is real, driven by consumers looking to avoid last-minute stress or missing out on key seasonal items.
- The Early Surge: 49% of consumers now begin their Halloween shopping in September or earlier.1
- Motivation: 44% of shoppers are simply looking forward to the fall season, while 33% shop early to ensure they secure the best costumes and decor before they sell out.1
- The Opportunity: Activating early allows brands to capture high-intent shoppers before the peak October rush.
The Where: Critical Viewing & Shopping Locations
While online inspiration is high, the final purchase remains a physical priority for the vast majority of consumers.
- Top Shopping Destinations: Discount stores are the leading destination (42%), followed by specialty costume shops (31%) and online retailers (31%).1
- Inspiration Sources: Shoppers find ideas through online searches (37%), but physical retail browsing (27%) remains a top driver of intent.1
- Top-Visited Retailers: GroundTruth data identifies H-E-B, Costco, Walmart, and Dollar General as top-visited locations for Halloween supplies.2
The Who: High-Value Spooky Season Personas
GroundTruth’s first-party data identifies the key segments driving the $13.1B market. Note that 60% of shoppers say they engage most with ads featuring spooky or playful themes.3
- The "Early Fall" Decorators: Fans of Gen Z and Millennial demographics who prioritize home aesthetics and over-index on decoration spending.
- The Price-Conscious Parents: 70% of shoppers are utilizing cost-saving measures, such as shopping discount stores, to protect their "festive frights" budget.
- Retail Loyalists: Shoppers who frequent Big Box, Discount, and Party stores like Target, Home Depot, and Starbucks.
Strategic Tactics & Channel Approach
Recommended Solutions
GroundTruth’s omnichannel approach ensures your message reaches high-action households across every screen, driving shoppers directly from digital inspiration to your physical locations. Explore the specific solutions below to benefit your 2026 Halloween strategy:
| Strategy | Why It Matters & How to Target |
|---|---|
| Retail Block Targeting | Reach shoppers in real-time within precise shopping center boundaries to influence their final purchase decisions while they are actively on-site. |
| Weather Triggering | Halloween weather is a major wild card. Align your strategy with the forecast, deploying indoor party supplies during a wicked washout or heavyweight costumes during bone-chilling cold. |
| Behavioral Audiences | Connect with "Deal Hunters" and "DIY Enthusiasts" based on actual physical visitation habits and lifestyle interests. |
| CTV & Mobile Pairing | Convert passive viewers into active shoppers using CTV QR codes. Extend your message across Mobile, Desktop and Audio to build powerful repetition throughout the buyer journey. |
Success in Action
A premium chocolate brand utilized GroundTruth’s omnichannel targeting during a seasonal campaign to drive real-world results. By pairing CTV and Mobile media with Competitor Brand Conquesting, the brand delivered a 7.6X ROAS with CTV and a 14.5% sales lift at Walmart locations.
Interested in learning more?
Download our full 2026 Halloween Strategy Guide by clicking the attachment link at the bottom of this page for in-depth data, audience profiles, and actionable tactics.
For more support, reach out to your GroundTruth representative or selfservehelp@groundtruth.com.
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