When it comes to Halloween, it seems Gen Z has taken a page from the pumpkin spice playbook: they’re all in, all the time! Gone are the days when October 31st was merely a reason to don a pillowcase and traipse through the neighborhood begging for candy. Today, Halloween has transformed into a months-long celebration for this vibrant generation. According to YPulse, a staggering 91 percent of Gen Zers aged 12-22 planned to celebrate Halloween last year (compared to 75 percent of consumers overall). This year, Halloween remains a must-do for 9 in 10 Gen Z celebrants.
But what’s behind this spooktacular enthusiasm? It’s not just about costumes; it’s about self-expression, community, and, yes, a little social media clout! Oh, and candy. They’re big on candy. Still…
Whether they’re curating Instagram-worthy costumes or hosting epic-themed parties, Gen Z is pulling out all the stops. So grab your favorite seasonal beverage and let’s dive into the delightful details of how Gen Z is redefining Halloween, one costume at a time.
Younger Consumers Will Spend Twice as Much on Halloween
Let’s get down to the nitty-gritty: how much is this candy-loving crew actually shelling out for Halloween? Spoiler alert: it’s more than your average scary movie ticket! In 2023, Gen Zers and Millennials 13 to 39 years old were expected to spend an average of $246 on Halloween festivities, which is a frightfully impressive figure that puts even the most extravagant Halloween party to shame. This year, spending is on par with last year, hovering between $225 and $250.
For context, the average Halloween celebrant will spend right around $100 this year on Halloween shenanigans. So, there’s that. But let’s look at a few other big days. Families spend $5 to $10 per attendee on Thanksgiving dinner. Mother’s Day shoppers spent a little over $250 shopping for Mom this past Mother’s Day. $185 showing Valentine’s Day love. Plus $190 to appreciate dads for Father’s Day. If we let the dollars do the talking, Halloween is a pretty major minor holiday, at least for younger consumers. And remember, this isn’t your typical Halloween spending on candy for trick-or-treaters.
Halloween is transitioning from an annual celebration of spooky things and sweet treats to a bona fide phenomenon. A movement. It may very well be that this post-pandemic version of Halloween that Gen Z is currently overseeing qualifies as a brand refresh, of sorts, for an ancient tradition.
Is Gen Z Halloween a Movement?
Maybe. I’m leaning more toward yes than no. Halloween isn’t just another day on the calendar for Gen Zers. From intricately planned costumes to hosting the spookiest soirée on the block, they’re investing heavily in the experience of Halloween. For Gen Z, Halloween is now a months-long festival of creativity and community-driven inspo, punctuated by what AgAge called “Halloween celebrities” like Target’s Lewis the Pumpkin Ghoul (who recently became a father).
Last year, I would have said that the Halloween inspo season starts right after the July 4th celebrations. Not anymore. In addition to kicking off the Halloween season at the very start of summer, Halloweeners are also exposed to (and participating in) year-round Halloween marketing efforts designed to keep Halloween top-of-mind, and start the inspo and shopping seasons earlier and earlier in the year.
You know what they say: “Why limit happy to an hour?” Well, Gen Z took that motto and applied it to Halloween, transforming it into a spooky season extravaganza that starts building momentum in June with Summerween.
Yeah, June. And yes, Summerween. But once October 1st hits, the real celebrations kick off. So, what does this leveled-up Halloween look like?
Haunted house visits and pumpkin patches.
Festive vibes.
Costume contests.
Pre-holiday treats
Games and filters.
And Halloween get-togethers, which 42 percent of Gen Zers say they take “very seriously”.
Social media is the stage for this Halloween theater, with Gen Z sharing every thrilling moment. Platforms like Instagram, TikTok, and Snapchat are flooded with photos of elaborate costumes, DIY decorations, and group celebrations.
Most Gen Zers say they actively share their Halloween experiences online, underscoring the importance of building community, whether through virtual parties or IRL get-togethers. Gen Z loves to gather their friends and family for movie marathons or to create Instagram-worthy decorations. And as they share their experiences, they’re building a collective memory of Halloween that transcends the holiday itself.
Social Media Strategies: Capturing the Spirit of Halloween
When it comes to Halloween marketing, Gen Z isn’t just looking for traditional ads; they want brands to join in on the fun and showcase their creativity. So, how can marketers capture the spirit of Halloween in a way that resonates with this dynamic audience? Let’s take a look at some strategies that can make your campaigns a howling success!
User-Generated Content (UGC): Encourage your audience to get in on the action by hosting a Halloween-themed UGC campaign! Whether it’s a costume contest or a decoration challenge, giving Gen Z a platform to showcase their creativity not only generates authentic content but also builds a community around your brand. Offer incentives like gift cards or exclusive discounts to make it more enticing. Just remember to feature the best entries on your social media channels—nothing beats the thrill of being recognized by a brand!
Interactive Polls, Activites, and Quizzes: Engage your audience with interactive polls and quizzes that tap into the spirit of the season. Ask fun questions like “Which Halloween character are you?” or “What’s your go-to spooky snack?” These types of interactive content not only boost engagement but also provide valuable insights into your audience’s preferences. Plus, they’re a great way to keep your brand top-of-mind as Halloween becomes a treasured memory and the winter holiday season blows into town.
Just gonna drop this link to Coach Corey’s Halloween Roblox activity here. It’s targeting Gen Alphas, but I just want to point out that as of this writing, this video’s only been on YouTube a day, and it already has 40K views.
Themed Filters and AR Experiences: Gen Z loves to express themselves through social media, so why not provide them with themed filters or augmented reality (AR) experiences? Think of spooky face filters, virtual costumes, or even AR haunted house tours. Platforms like Instagram and Snapchat are perfect for launching these fun and shareable experiences. Not only will this delight your audience, but it will also encourage them to share their experiences, putting your brand right in the center of the Halloween festivities.
Spooky Content Marketing: Create Halloween-themed content that’s not only entertaining but also informative! Share DIY decoration ideas, recipe guides for spooky treats, or tips for hosting the ultimate Halloween party. This content should reflect the values and interests of Gen Z, focusing on sustainability, inclusivity, and creativity. By providing valuable content that resonates with your audience, you can establish your brand as a go-to resource during the holiday season.
The Wrap-Up: Embracing the Halloween Spirit
As we step into the spookiest season of the year, it’s clear that Halloween has evolved into much more than just a single night of trick-or-treating. For Gen Z, it’s a vibrant month of creativity, connection, and fun. And as marketers, it’s our job to harness that energy and find ways to engage with this spirited audience.
By understanding the ways Gen Z celebrates Halloween—from months-long festivities to sustainability and interactive experiences—we can tailor our strategies to meet their expectations. Embrace user-generated content, interactive experiences, and spooky content marketing, and your brand will be well on its way to capturing the hearts (and wallets) of young marketing and social media professionals.
So, whether you’re brainstorming your next campaign or donning your most creative costume, remember: Halloween is all about connection, creativity, and a little bit of frightful fun. Let’s make this season one to remember and ensure that your brand stands out in the Halloween parade! After all, as they say in the Halloween world: “May your candy bowl be full, your costume be creative, and your brand be unforgettable!” 🎃👻
