Spooks and ghouls, and things that go bump in the night… There’s plenty of things that will leave you quaking in your boots over the Halloween period, but a poor marketing strategy shouldn’t be one of them.  

Halloween is now our fourth most profitable seasonal event in the UK, after Christmas, Easter and Valentine’s Day, with an average spend of over £600m in 2022. And its growth has been rapid. In the ‘90s and early 2000s, Halloween was still seen very much as a US import, but since the start of the Twenty-Teens, we’ve seen a massive upswing in Halloween’s popularity and people’s willingness to buy into this spooky season. And it’s not just the essentials - pumpkins, fancy dress, and sweets - that have us opening our wallets, but all things autumnal and seasonal, from pumpkin-spiced coffees, to autumn-themed candles and ‘fall’ home décor.  

With this in mind, it’s worth considering how your brand is approaching this Halloween, and whether your Halloween marketing strategy is more profit-raising than hair-raising. Here are our key marketing ideas for Halloween 2023: