A new survey of over 1,500 North American consumers reveals that Halloween now outranks Christmas in cultural importance for many Millennials and Gen Z individuals, and the findings are already reshaping how families allocate holiday budgets and plan celebrations.
The data, released by Lightspeed Commerce on October 7, shows that 52% of 25- to 34-year-olds consider Halloween equal to or more important than Christmas. The findings also indicate that the preference extends to 50% of 35- to 44-year-olds, while nearly six in ten (59%) of the younger cohort say the holiday feels more meaningful now than it did three years ago. This pattern suggests a generational shift in holiday priorities that retailers cannot ignore.
A separate report by Ferrero Group adds further context, revealing that 58% of Americans support turning Halloween into a national holiday, and 70% of adults feel the occasion is as relevant to them as it is to children. The findings suggest that Halloween has moved beyond its child-centric origins, with 51% of 25-to 34-year-olds describing the celebration as increasingly adult-oriented compared with previous years.
For retailers, the implications are clear. Halloween spending among 25-to 34-year-olds now averages $146.13, the highest of any age group, while the national average sits at $105.90. The survey discovered that 68% of this group enjoy decorating for Halloween more than preparing for Christmas, and 63% find the holiday more fun to celebrate. These preferences point to a need for merchants to stock seasonal décor that appeals to younger adults.
Beyond traditional candy purchases, 57% of 25-to 34-year-olds plan to buy food and drinks for the occasion, and 36% intend to spend on party supplies. Half of this demographic expects to attend Halloween-themed food and beverage events, indicating a growing appetite for experiential offerings rather than purely material gifts. Retailers that introduce themed menus or cocktail kits may capture a larger share of this emerging market.
Related Post: Restaurants Install Large Rocks as Decor
Parents with children under 18 also echo the trend: 47% say Halloween is now as significant as—or more so than—Christmas. Nearly half (49%) anticipate spending between $100 and $249 on festivities, and 73% are more likely to dine out, shop, or stay in local lodging during the season. These numbers suggest that family-focused businesses should consider bundled packages that combine meals, decorations, and entertainment.
Millennial Enthusiasm and Retail Perspectives
Nearly six in ten (59%) of 25-to-34-year-olds now view Halloween as more important than three years ago, while 52% of 35-to-44-year-olds share that sentiment. Dax Dasilva, founder and CEO of Lightspeed Commerce, said Millennials are treating Halloween as a holiday equal to, or even larger than, Christmas, yet it holds classic appeal for children.
Retailers see Halloween as a channel for costumes, décor, food, events and experiences. Fifty-seven percent of 25-to-34-year-olds and 61% of 35-to-44-year-olds say the holiday is for everyone, regardless of age or parenthood. Expected spend for 35-to-44-year-olds averages $140.86, positioning the group well above the national average.
Just over half (51%) of 25-to-34-year-olds and 42% of 35-to-44-year-olds now view Halloween as more adult-oriented than it was three years earlier.
