Retail Gets Real · with Allison Zeller · September 23, 2026 · 21 min
Summary
This episode dives into the latest Halloween spending trends, offering a glimpse into consumer behavior for costumes, candy, and decorations. It highlights how shoppers are navigating economic factors to find value and prioritize local shopping experiences during the holiday season.
Key takeaways
Focus on value propositions: Emphasize how products offer long-term value or are priced competitively, as shoppers are actively seeking deals and smart spending opportunities.
Highlight local shopping initiatives: Promote the benefits of shopping locally, as community support and unique finds are key drivers for consumers during holiday periods.
Anticipate experiential demand: Recognize that consumers are increasingly valuing experiences alongside products, influencing their spending on events, unique costumes, and social gatherings.
Analyze seasonal trends beyond general holidays: Understand specific spending patterns for niche holidays like Halloween to tailor inventory, marketing, and promotions effectively.
Leverage diverse shopping channels: Cater to consumers who are blending online research with in-store purchases, ensuring a seamless omnichannel experience.
Halloween is no longer just one spooky night in October. NRF Vice President of Industry and Consumer Insights Allison Zeller joins Retail Gets Real to unpack the latest Halloween data, from consumer spending and earlier shopping to costumes, candy and how economic concerns are shaping the season.(00:00:00) Why Halloween shopping is starting earlier(00:05:59) When is it too early for Halloween?(00:09:23) The great Halloween candy debate(00:13:49) What’s trending in Halloween costumesThe National Retail Federation is the world’s largest retail trade association.Every day, we passionately stand up for the people, policies and ideas that help retail succeed.Resources:• Get ready for Retail’s Big Show in NYC• Become an NRF member and join the world’s largest retail trade association• Learn about our retail education platform, NRF Foundation, at nrffoundation.org• Learn about retail advocacy at nrf.com/advocacy• Find more episodes at retailgetsreal.comRelated:• 397: What’s driving holiday shopping in 2025• 394: Halloween trends: What’s driving record spending</a
What does this episode say about retail & omnichannel?
Focus on value propositions: Emphasize how products offer long-term value or are priced competitively, as shoppers are actively seeking deals and smart spending opportunities.
What does this episode say about customer retention?
Highlight local shopping initiatives: Promote the benefits of shopping locally, as community support and unique finds are key drivers for consumers during holiday periods.
What does this episode say about analytics & attribution?
Anticipate experiential demand: Recognize that consumers are increasingly valuing experiences alongside products, influencing their spending on events, unique costumes, and social gatherings.
What does this episode say about retail & omnichannel?
Analyze seasonal trends beyond general holidays: Understand specific spending patterns for niche holidays like Halloween to tailor inventory, marketing, and promotions effectively.
What does this episode say about retail & omnichannel?
Leverage diverse shopping channels: Cater to consumers who are blending online research with in-store purchases, ensuring a seamless omnichannel experience.
