Right when October approaches, the internet gets a little spookier — and a lot busier. It’s not just haunted houses and pumpkin patches that see a rush. Advertisers, too, are in full costume, pouring money into campaigns that target Halloween shoppers. For publishers, this season can feel like finding hidden candy in your ad inventory — but only if you know where to look. With Mediawrkz in your corner, those hidden treats become easier to spot.
So, which ad categories surge in October, and how should publishers prepare? Let’s break it down.
When does the Halloween ad rush actually begin?
Publishers need to know when demand (and ad spend) tends to increase. And here’s a trick: the treat starts a lot earlier than you think. About 47% of U.S. consumers begin their Halloween shopping before October. This is up from 37% five years ago.
For publishers, that means ad demand doesn’t just spike mid-October. It creeps in earlier. So, you should plan to have relevant ad slots ready, with creative space, audience targeting, and ad units optimized just before October.
Which product categories dominate Halloween ad spend?
Halloween is big business. In 2024 alone, total spending was projected at US$11.6 billion. The ad categories behind that number are clear.
- Decorations: From cobwebs to inflatable skeletons, spending on Halloween decorations rose from about US$2.6 billion in 2019 to about US$3.8 billion in 2024. That represents an increase of ~42%, making decorations one of the fastest-growing segments.
- Costumes: Always a staple, costumes (including adult, children, pets) share in the large spend — approximately US$3.8 billion.
- Candy: Also large and relatively stable; in 2024 candy spending was projected at ~ US$3.5 billion.
- Greeting cards: Much smaller but steady category with ~ US$500 million expected spend.
For publishers, these are the verticals where advertisers have been spending the most in recent years. If your content aligns with any of them — think DIY decor blogs, parenting sites, food and recipe platforms — you’re in the sweet spot.
Do ad formats and creative types change in October?
Yes. It’s not just what gets advertised, but how.
Disney Advertising reports that viewers love shoppable ads during Halloween programming. Imagine watching a spooky movie on Huluween (Hulu’s dedicated Halloween programming hub) and being able to buy a pumpkin-carving kit straight from the screen — that’s the level of engagement we’re talking about.
Video sponsorships also shine. Viewers consume Halloween-themed titles (e.g. “Huluween”, “Halloween on Disney+”, “Freeform’s 31 Nights of Halloween”) during October, making them prime real estate for advertisers. So, publishers who host or stream these kinds of tentpole programs can leverage video-ad demand.
The lesson is simple here: ad units such as shoppable overlays in video, video pre-/mid-/post-roll ads aligned with Halloween content, and ad sponsorships of Halloween programs are likely to surge. You should ensure video inventory is tagged properly, have commerce integrations ready, and that ad ops know these formats will be in demand.
Does earlier shopping shift the ad demand curve? How should publishers respond?
Since ~47% of shoppers are buying before October, there is an early buildup in demand. That means some ad spend gets placed in late September. Younger age groups (25-34) are more likely to start early: about 56% of them begin their Halloween shopping before October.
With shoppers starting in September, it is clear how ad budgets stretch over a longer period. But demand doesn’t flatten — it builds. To capture maximum revenue, publishers should ramp up Halloween-themed content and ad slot availability before October 1. Also tailor pricing/inventory for that early period. Pre-Halloween promotions / themed content (blogs, guides, lookbooks) that can carry shoppable ad units and display/video placements will likely perform better.
What does all this mean for publishers’ strategy and ad inventory planning?
Here’s your cheat sheet based on observed trends.
| Strategic Area | What Publishers Should Do |
|---|---|
| Content alignment | Produce or promote Halloween-themed content in September and October (e.g. decor ideas, costume inspirations, candy deals, Halloween entertainment). This aligns with rising consumer interest and supports ad categories that surge (decor, costumes, food/candy). |
| Ad format readiness | Ensure you support shoppable ads, video/tentpole content sponsorships, and display/video inventory tied to Halloween content. These formats are in demand. |
| Audience targeting & segmentation | Highlight inventory to brands that target younger adults (25-34), families, Halloween shoppers. Use data to show that your audience is receptive to Halloween ads (viewership for themed content is high). |
| Sell early | Because nearly half of consumers shop early, offering ad packages or inventory in late September (or even earlier) for Halloween campaigns can capture advertiser demand before the busiest period. |
| Pricing & yield management | Expect heightened competition (bid density) on ad slots in late September and October for Halloween content. Monitor CPMs for video/sponsored content and shoppable units; adjust pricing and ad formats accordingly. |
Halloween ad spend isn’t random — it follows predictable patterns. For publishers, that means opportunity. With the right mix of content, inventory, and ad formats, Mediawrkz can help you turn spooky season into a revenue treat.
