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Halloween in Lower Saxony: Retail expects millions in sales!
Lower Saxony expects sales of millions for Halloween 2025. Retailers are seeing increasing interest despite buyer reluctance.
Halloween in Lower Saxony: Retail expects millions in sales!
Halloween is becoming more and more important in Lower Saxony and Bremen and is becoming an integral part of retail. Karin Schindler-Abbes, the general manager of the Lower Saxony Bremen Trade Association, emphasizes that this spooky time is developing into a real highlight for the industry. On the occasion of the upcoming Halloween festival on October 31st, sales of around 520 million euros are expected, although this is slightly below the previous year's figure of 540 million euros, as tageblatt.de reports.
Whether sweets, decorations or costumes – the range of Halloween items is large. It should be noted that many costumes are designed to last several years, which particularly appeals to price-conscious consumers. Despite the slight decline in sales, retailers plan to stand out from the competition with a wide variety of products and creative ideas.
A survey on purchasing behavior
A current survey by the IFH Cologne on behalf of the German Trade Association provides interesting insights. Many consumers are reluctant to purchase Halloween items, especially jewelry, costumes, makeup and decorations. It is believed that many are already well-equipped and may plan to make fewer new investments. Nevertheless, Halloween remains a theme that excites people and has a tradition through various celebration activities.
The literal root of this custom goes back to ancient Celtic festivals. Celebrated on the eve of All Saints' Day, Halloween is associated with many cultural and religious traditions that involve remembering those who have died. However, in many cultures, the festival offers a lot of fun and sociability, as can be seen in the lively celebrations around the world - from horror to colorful costumes and social events.
Growth and prospects
The development of the Halloween market shows impressive growth, especially in the DACH region. Retail sales for Halloween items could reach over 700 million euros by 2025, a jump from under 100 million euros in the 2000s, according to analysis by martinkaessler.com. Germany is the largest market and growth engine here, while Austria has an above-average per capita spending rate, which makes the festival particularly popular there too.
- Umsatzentwicklung in Deutschland:
- 2005: 54 Mio. EUR
- 2020: 96 Mio. EUR (Pandemie)
- 2023: 480 Mio. EUR
- 2024: 540 Mio. EUR
- 2025: prognostiziert 520 Mio. EUR
- Umsatz in Österreich:
- 2020: 30 Mio. EUR
- 2021: 42 Mio. EUR
- 2022: 60 Mio. EUR
- 2024: 75 Mio. EUR
- 2025: prognostiziert 90 Mio. EUR
These numbers make it clear that Halloween is more than a tradition – it is an economic driver that could continue to grow in importance in the years to come. Consumers are increasingly placing value on innovative products and social experiences. Retailers will strive to meet this trend and capture consumers' celebratory spirit by emphasizing experiential and premiumization.
In order to promote the tradition and fun surrounding Halloween, it remains to be seen how the industry will develop. What is certain is that celebrating in the spirit of the spookiest night of the year will continue to bring millions into the coffers.