Halloween has always been about transformation. People put on costumes, decorate their homes, and for one night, step into a different world. For marketers, this transformation is also a golden opportunity. Beyond just a children’s holiday, Halloween has become a multi-generational, multi-billion dollar event that inspires shopping across categories from candy and costumes to decorations and party supplies.
According to the National Retail Federation’s (NRF) 2025 survey, Halloween spending is expected to reach a record-breaking 13.1 billion dollars this year. That is up from 11.6 billion last year and exceeds the previous record set in 2023. Nearly three-quarters of consumers plan to celebrate, and almost half of them began shopping in September or earlier. Per person spending has climbed to 114.45 dollars, the highest it has ever been.
These numbers show that Halloween is not only culturally significant but also commercially powerful. The consumers who participate are ready to spend on candy, costumes, decorations, and even pet outfits. For brands, this means that the Halloween season is an ideal time to capture attention, drive conversions, and build lasting customer relationships. But doing that in today’s fragmented media landscape requires more than a single-channel approach. It demands coordinated, cross-screen strategies that bring together the strengths of Connected TV (CTV) and mobile retargeting.
Halloween resonates with consumers of all ages. Children want to dress as superheroes or princesses, adults plan elaborate costumes and parties, and even pets are getting in on the fun. NRF data shows 71 percent of people plan to buy costumes, 78 percent plan to purchase decorations, and 66 percent will hand out candy. The categories themselves tell the story. Costume spending is projected to reach 4.3 billion dollars, decorations 4.2 billion dollars, and candy 3.9 billion dollars.
What makes Halloween particularly important for marketers is that it has become an event people plan for weeks in advance. Nearly half of shoppers start buying in September to avoid missing out on popular items or to spread out costs. Consumers are also looking for inspiration online, with 37 percent using online search as their top source of ideas. Retail stores and recommendations from friends and family follow behind. This means the digital journey is central to how people prepare for Halloween.
When CTV is paired with mobile, it creates a powerful bridge across this journey. CTV captures attention with immersive, big-screen experiences. Mobile then follows up with personalized retargeting that nudges the consumer closer to conversion. Together they create continuity across screens, ensuring a brand stays top of mind from discovery through purchase.
Halloween shoppers do not wait until October 31. Nearly half are shopping by September, which gives marketers a longer runway to tell a story. Starting with CTV in September is a strong way to build awareness. For example, a brand selling costumes can run a broad, attention-grabbing CTV ad highlighting a family-friendly lineup. Then, as viewers move into mobile environments, those same households can be retargeted with specific promotions.
A child who sees a superhero ad on CTV might later see a mobile ad offering a discount on accessories. This sequential storytelling mirrors the way people shop. They first get inspired, then search, then compare, and finally purchase. By using CTV to plant the seed and mobile to deliver the final nudge, brands can guide consumers through the entire journey in a way that feels natural and timely.
The categories driving the most spending this year are costumes, candy, and decorations. A one-size-fits-all creative strategy will not cut it. Dynamic creative optimization on mobile retargeting can tailor messaging based on user behavior and preferences. Someone who browses pet-related content might see an ad for pumpkin or hot dog costumes for dogs, while a parent might be retargeted with promotions for children’s witch or ghost outfits.
CTV also allows for category-specific storytelling. Imagine a 30-second CTV spot showcasing a spooky living room transformation with Halloween décor. That impression can later be followed with mobile ads promoting discounts on decorations or offering next-day delivery for last-minute shoppers. By aligning creative to category trends, brands can make their ads feel both relevant and useful.
Consumers are actively searching online for ideas, which makes CTV and mobile integration even more valuable. A shopper who looks up “DIY vampire costume” in early October could later encounter a mobile ad from a retailer offering affordable vampire accessories, triggered after seeing a broader CTV ad about seasonal costume trends.
This cross-screen syncing ensures that a brand is not only part of the discovery phase but also positioned as the solution when the shopper is ready to buy. It is about creating continuity across moments of curiosity and intent, which is especially powerful during holidays when inspiration and purchase often happen quickly.
Halloween is playful, so brands can lean into that spirit with gamified ad experiences. Mobile is ideal for interactive playables, such as “pick your pumpkin” or “trick or treat” games where users reveal discounts. These experiences not only capture attention but also create a sense of fun that mirrors the season itself.
On CTV, brands can add QR codes that link to these mobile experiences. For example, a CTV ad for a candy brand could invite viewers to scan a QR code to unlock a “spin the cauldron” game on mobile, where users win coupons or recipe ideas. This kind of interactive engagement bridges screens while building excitement and community around a product.
Just because someone has made a purchase does not mean the journey is over. In fact, post-purchase retargeting is one of the best ways to increase basket size. A parent who buys a child’s witch costume can later be retargeted with a mobile ad suggesting a matching family costume or pet accessory. Similarly, someone who stocks up on candy in September might be retargeted in mid-October with a reminder to replenish before trick-or-treaters arrive.
For the one-third of consumers who still shop late due to stress or avoidance, CTV reminder ads in mid to late October can provide a final push. By pairing these reminders with targeted mobile offers, brands can capture procrastinators and ensure they do not miss out. Retargeting in this way maximizes value from every customer while making the shopping experience feel supportive rather than pushy.
If you are ready to put these strategies into practice, YouAppi can help. Our expertise in cross-screen campaigns ensures your Halloween marketing not only captures attention but also delivers measurable results. From dynamic mobile retargeting to coordinated CTV activations, we provide the tools and insights you need to succeed during this record-breaking season.
Contact YouAppi and let’s make your Halloween campaign a real treat.