Halloween….Bigger and more commercial every year?

With the growth in Halloween merchandise becoming more prolific yearly and the aisles filling up with Halloween paraphernalia the minute the “Back To School” aisles are empty, we have had a look at how brands have been tapping  into the projected 537m spend on Halloween in 2025 (Global Data)

No longer a one day  or “single ad” event, Halloween now provides a whole campaign window meaning creatives can tell stories and  evolve from outdoor to social media. In London and other cities, digital billboards flicker spooky animations; taxis and commuter screens carry taglines from streaming platforms, snack brands and costume retailers.

Here are some notable campaigns from this year so far that we love…

Rubies + Smiffys “Halloweekend” costume campaign

What they did: Costume-leaders Rubies and Smiffys partnered in 2025 to launch a “Halloweekend” campaign, acknowledging that Halloween lands on a Friday this year and that the weekend is extended.

Why we like it: Uses vibrant graphics, visually striking creatives, targets children and adults alike and online promotion to drive action.
Takeaway: What could have been a one off day marketing strategy has been stretched to encompass a whole weekend and as two brands, the message is amplified to multiple audiences.

19 Crimes Halloween wine bottles

What they did: The 19 Crimes brand launched limited edition glow-in-the-dark bottles for Halloween 2025 in the UK, in partnership with Universal Products & Experiences (“Frankenstein”, “Bride of Frankenstein”, “The Mummy” branding).

Why we like it: Bottles with special branding and AR/scan-code activation – (experience the scan and watch characters come to life element)  plus illustrates how a non-traditional Halloween item can leverage the season to its benefit.

Matalan – Family-Focused Halloween Ad Campaign

What they did: Matalan rolled out a Halloween campaign for 2025 centred on family fun and the idea of “we’ve got everything you need” — costumes for kids, pyjamas for adults, decorations .

What we like: Multi media strategy – TV ad plus social/digital support. Targeting parents with the solution to all their Halloween woes – a one stop shop for all things Halloween.

Takeaway: Knowing their target audience:  speaking to families or less-thrill-seeking segments, toning down the horror element and leaning into easy shopping.

 

                                                   Have a Happy Halloween!!

 

If you need guidance for your seasonal advertising campaigns contact us for a consultation