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    Half of US Halloween shoppers bought by early September, forcing brands to rewrite the campaign calendar
    campaign-timing
    seasonal-marketing
    early-buying
    October 11, 2026
    •5 min read
    Lucy Hall
    Lucy HallView profile →

    Half of US Halloween shoppers bought by early September, forcing brands to rewrite the campaign calendar

    US Halloween spending hits $13.5bn in 2026, but NRF data shows 49% of consumers started shopping in September or earlier. For brands still running discovery ads in mid-October, the window where purchase intent was highest has already closed.

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