Halloween, once seen as a uniquely American celebration, has now become a seasonal economic powerhouse across Europe, with annual spending growing faster than any other holiday. As Halloween decorates storefronts and fills shopping carts from Madrid to Munich, this spooky season is now a multi-billion-euro event, driving consumer spending in costumes, candy, decor, and entertainment.
This year, Halloween-related spending in Europe is expected to surpass €2 billion, according to data from Statista, marking a 20% increase from last year’s figures. The popularity of Halloween parties, theme park events, and horror attractions has drawn Europeans in, particularly younger consumers who embrace the holiday’s playful spirit. In Germany alone, 53% of people under 35 say they now celebrate Halloween, according to a YouGov survey, with overall participation up across major cities, showing how quickly Halloween has integrated itself into European culture.
Retailers and marketers are seizing the Halloween opportunity. In the UK, where Halloween has become the third most popular retail event after Christmas and Easter, consumers are expected to spend nearly €500 million this year. Major supermarket chains like Tesco and Sainsbury’s report annual spikes in demand for Halloween-themed products, particularly costumes and candy, while online costume sales continue to break records. Amazon reported that searches for Halloween costumes in Europe increased by 45% compared to last year, reflecting a growing enthusiasm for the holiday even among households that only recently adopted it.
Halloween-themed events, too, have taken center stage in Europe. Theme parks and haunted attractions, once a rarity, are now major seasonal attractions, drawing millions. Disneyland Paris, for example, welcomes nearly 250,000 additional visitors during its Halloween season, while German theme parks like Europa-Park have seen a 30% increase in ticket sales during October. These attractions generate not only ticket revenue but also drive additional spending on accommodations, dining, and local tourism, benefiting entire regional economies.
Beyond the retail and entertainment industries, Halloween’s rise in Europe has also impacted other sectors. Pumpkin farmers in countries like France, Germany, and the Netherlands report record sales in October, thanks to Halloween traditions of carving Jack-o’-lanterns. The rise in demand has made Halloween a vital season for European agriculture, pushing seasonal sales by 15% in recent years, according to the European Association of Fruit and Vegetable Processors.
Europe’s Halloween boom signals more than just a shift in consumer habits—it reflects an evolution in cultural tastes. As young Europeans continue to embrace Halloween, the holiday’s economic impact shows no sign of slowing down. With each passing October, Halloween solidifies itself as a highly profitable fixture in Europe’s seasonal calendar, proving that this once foreign holiday has become a frightfully good business opportunity for retailers, event planners, and local economies alike.