‘Summerween’: Why Americans Are Shopping for Halloween in July

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Although July might seem early to start thinking about Halloween, many Americans are already gearing up for the holiday. According to new CivicScience data, nearly 50% of U.S. adults who shop for Halloween begin before October: 6% start in July, 9% in August, and 29% in September. However, most Halloween shoppers hold off until October (57%).

Leading the Halloween in July trend, or ‘Summerween,’  is Gen Z – 54% of U.S. adults aged 18-24 intend to start their Halloween shopping before October, more than doubling the same figure among U.S. adults 55+ (25%). People who live in urban areas are also twice as likely as those in the suburbs or rural areas to start their Halloween shopping before summer ends.

Join the Conversation: Is it too early to be buying Halloween candy?

Unlike early holiday shopping where consumers are getting a head start for financial reasons, Halloween shoppers are more likely to start early just for the fun of it (36%). Whereas, smaller percentages are shopping to avoid things selling out (24%) or to give themselves enough time to find the latest deals (16%).

Interestingly, households with an annual expected income under $100K are more likely to Halloween shop early to avoid things selling out; on the other hand, families with an income over $100K are much more likely to shop early to find the best deals. That said, though, households of all income levels are equally likely to shop early just for fun.

What can retailers expect as we make our way toward October?

Retailers are also already capitalizing on early Halloween shopping. Stores like Home Depot, Walmart, and Costco unveiled their Halloween lineups, and Spirit Halloween plans to open their brick and mortars in August. 

According to CivicScience’s yearly tracking, retailers can expect Halloween shoppers to largely turn to big-box retailers this year, as in years past – a third plan to shop for Halloween at these types of retailers, although that’s slightly down from 2023. Discount, online-only, and seasonal pop-up stores are also more popular for Halloween shopping this year.

Answer our Polls: What is your favorite Halloween candy?

Given the early excitement for Halloween shopping among Gen Z and retailers getting a head start on their merchandise, could Halloween in July become the norm in years ahead? CivicScience will continue to track the latest Halloween shopping trends as the holiday approaches. 

Attitudes change before behaviors do. CivicScience helps clients stay ahead of the curve by uncovering the hidden consumer trends that lead to winning market strategies. See what we can do for your brand.