Preparing European Wholesalers for a Spooky Halloween 2025

It is expected that Halloween 2025 will be one of the most important commercial events of the spooky season in Europe.

Do you remember when Halloween felt a little… small, after Covid-19? Like a fun but fleeting blip before the real holiday hustle began? Well, hold onto your broomsticks, because those days are officially over! People are again spending at Halloween events after the pandemic. It has established itself as the second-biggest retail holiday of the year.

We’re not talking about a modest bump either. Last year, Halloween saw a record-breaking spending of $12. 2 billion on all spooky-related items. That’s a big jump from the $8 billion spent just a few years ago.

Just think about those costumes, candy, and decorations, they’re all flying off the shelves faster than a witch on a new broom.

So, what’s brewing with this ghoulish growth? And more importantly, how will you be joining the spooky spend-fest this year?

The Spooky Origin Behind Halloween

When we hear the word Halloween, we think about costumes, candy, haunted houses, and jack-o’-lanterns lighting up the evening. 

Halloween has a rich, interesting, and more than 2000-year history. Here’s how Halloween changed into the spooky holiday we know and love today. 

1. The Celtic Festival of Samhain

Halloween has its roots in Samhain (pronounced “sow-in”), a very old festival observed by the Celts more than 2,000 years ago in present-day Ireland, the UK, and northern France.

Samhain signaled the close of harvest time and the beginning of winter, a season the Celts believed was one of death and darkness. They perceived that on the eve of October 31st, the door between the living and the dead became thin, and the spirits would come back into the world of the living.

To ward off spirits, people would:

• Light sacred bonfires.

• Wear animal-skin masks to keep spirits away.

• Make sacrifices to appease supernatural forces.

2. Bonfires, Sacrifices & Superstitions

During Samhain, Druids (priests of the Celts) conducted rituals around bonfires. They were intended to:

• Honor deities.

• Burn symbolic sacrifices (like animals and crops).

• Tell fortunes and provide protection for the approaching long winter.
• Costumes and disguises weren’t only for entertainment; they were believed to mislead evil spirits.

3. All Saints’ Day

The Church tried to merge pagan holidays with Christian celebrations because Christianity was spreading throughout the world.  In the 8th century, Pope Gregory III marked November 1st as All Saints’ Day, also known as All Hallows’ Day. It’s a day to celebrate saints and martyrs.

The evening before came to be called All Hallows’ Eve, which eventually came to be used as the word that we use today, “Halloween”.

It’s all about how the Halloween event came into existence, so let’s move towards our major discussion that how sellers should prepare for it. 

Growth of Seasonal Sales in the EU

Just like in the United States (U.S), Halloween has become a top seasonal event in Europe in a matter of years. It’s also a source of consumer spending on the continent. 

Halloween spending in Europe was approximately €2 billion last year, i.e., a 20% increase. The increasing popularity of parties, haunted attractions, and seasonal events is the primary reason for the popularity of Halloween among younger Europeans, especially Gen Z. 

Halloween festivals are on the rise in large cities, which shows how far the tradition is becoming part of Europe’s wholesale and retail industry. 

Why it’s a Major Opportunity for both B2B Wholesalers and Retailers in Europe and the UK

UK customers will spend approximately €500 million this year. Wholesalers and retailers are taking advantage of the seasonal boost. Big supermarkets such as Tesco and Sainsbury’s have forecasted an increase in demand for sweets and costumes. Online marketplaces and B2B platforms are also blooming because Amazon saw a 45% year-on-year increase in Halloween costume searches throughout Europe.

Entertainment is another growth sector. Halloween-themed experiences and activities are increasing because millions of people are flocking to them. Germany’s Europa-Park recorded a 30% increase in ticket sales in October 2024. This increases revenues for tourism, hospitality, and restaurant businesses.

Even the farming sector is enjoying more benefits. In October 2024, farmers who sold pumpkins in France, Germany, and the Netherlands reported record-breaking sales. It has increased seasonal demand by 15% over recent years. The primary cause can be ‘Jack-o’-lantern traditions’ that increase sales.