Halloween boom in Lower Saxony: 520 million in sales despite austerity!

Halloween boom in Lower Saxony: 520 million in sales despite austerity!

On October 29, 2025, it becomes clear that the Halloween business in Lower Saxony and Bremen is becoming more important for retailers. In this department, Halloween is increasingly becoming another important highlight of the year, especially in times when consumer sentiment is subdued. Karin Schindler-Abbes, general manager of the Lower Saxony Bremen Trade Association, puts it in a nutshell: “Halloween is becoming more and more popular in Germany.” The trade association expects sales of around 520 million euros this year, a slight decrease of around 4 percent compared to the previous year, when sales were around 540 million euros, as Tageblatt and [nwzonline].

What is being sold? The retailers mainly focus on sweets, decorations and numerous fancy dress costumes. Most of these costumes are inexpensive and intended to last for several years. Nevertheless, a survey by the IFH Cologne on behalf of the German Retail Association (HDE) shows that many consumers want to save money when buying, especially on jewelry, accessories, costumes, make-up and decoration. A significant number of customers are already well equipped with Halloween items from previous years and are not planning on purchasing any more. This reluctance is a reaction to uncertainty regarding the economic situation and the rising cost of living.

Sales forecasts and consumer behavior

So the buying mood for Halloween is somewhat subdued. Still, Halloween is seen as an annual retail sales highlight, and consumer interest is increasing: a study shows that 15% of Germans plan to budget for Halloween spending this year, compared to 13.5% last year. Sales for Halloween could increase again to 540 million euros as early as 2024, with an estimated growth rate of 12.5%, as forecast by einzelhandel.de.

Consumers' willingness to buy shows that the popularity of Halloween is constantly increasing. Many consumers equip themselves with special products, especially for theme parties. And what causes a boost in sales? Popular shopping items continue to be jewelry, make-up, decorative items and the passionately sought-after costumes. Despite the financial restraint, there is still a growing number of people who plan to spend specifically on Halloween.

In summary, it can be said that Halloween, even if it is viewed more cautiously this year, is slowly but surely making its mark in the consciousness of Germans and retailers. The combination of saving behavior and creative adaptation to the situation could, despite everything, boost the festive mood.