aughn Hazen is committed to Halloween. Though his annual cemetery-themed yard display in Montreal, Canada begins at the start of October, planning it is a much longer affair. The production includes decorations both purchased and homemade, and features a mausoleum, pumpkin patch, and a Nightmare Before Christmas section complete with a 13-foot Jack Skellington.
“They're prioritizing essentials, but they're also prioritizing special events and celebrations that are meaningful for them and their families. And Halloween is certainly going to be one of those,” says Katherine Cullen, vice president of industry and consumer insights at the NRF. Part of the outsized increase in enthusiasm, and spending, can be attributed to the pandemic. “It's not just that we're going back to what we were doing before, but rather we're saying, ‘Well, I didn't get to do it during 2020 and 2021. So I'm going to make up for it now and spend a little bit more,’” explains Jadrian Wooten, an associate professor of economics at Virginia Tech.
She adds that, when products are posted on Facebook groups for Halloween lovers, they tend to sell out in minutes. What’s more, many have begun purchasing year round to ensure they get the most sought-after items before they sell out. “People are now buying the best stuff in July,” she says. “We've really expanded and created many new points of entry. In particular, things like home decorating, costuming, and events like parades, office parties, or trunk-or-treats.” Even though the store is only top of mind for consumers a fraction of the year, sourcing locations and managing the supply chain means that the company is “24/7, 365 Halloween.”