Brands Approach Halloween With a Revitalized Energy as Pandemic Dark Cloud Lifts

After 2 years of quarantines and Covid spikes, companies are bringing pre-coronavirus ideas back to the table

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The leaves are changing, temperatures are dropping, and everywhere you look are ghosts, ghouls, skeletons, black cats, boogeymen—and marketers conjuring up some wicked fun of their own. 

While Halloween has spiritual significance, the mainstream associations with the holiday are rooted in consumerism. A National Retail Federation survey showed Halloween spend is projected to rise 5% this year, up to $10.6 billion—last year’s spend was a record-setting $10.1 billion, surpassing pre-pandemic years—with 69% of consumers predicted to participate.

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This story first appeared in the Oct. 24, 2022, issue of Adweek magazine. Click here to subscribe.