Trick or Treat: Inside the $11.6bn US Halloween Supply Chain
Halloween in the US is a magical concoction of haunted houses, costumes, sweets and pumpkins, capturing the imagination of children and adults alike.
And yet, behind this night of thrills and chills lies a complex and time-sensitive supply chain that quietly supports the spectacle each year. The National Retail Federation’s (NRF) 2024 Halloween consumer survey estimates that total spending for the holiday will reach an eye-popping US$11.6bn.
While Halloween is fleeting, the preparation behind it is anything but – with companies, distributors and retailers working for months to keep this spookiest season well-stocked.
This year's Halloween supply chain entails an intricate web of production and planning, as companies and retailers adapt to shifting consumer trends, seasonal demands and new logistical challenges.
From pumpkin patches to pop-up stores, Supply Chain Digital takes a look at how Halloween comes to life in 2024.
Pumpkins: From porches to pies
Pumpkins are the quintessential symbol of autumn, featuring everywhere from front-porch decorations to pumpkin pies.
The NRF survey highlights that demand for these orange beauties is only growing, with many consumers making Halloween purchases well before October.
Pumpkins alone account for a substantial slice of autumn’s agricultural output, with the USDA reporting that just six states (Illinois, California, Indiana, Michigan, Texas and Virginia) produce nearly half of all pumpkins grown in the US.
Typically, pumpkins need 90-120 days to grow from seed to harvest-ready, which means farmers plant in June or July to meet the early autumn demand.
The supply chain for pumpkins involves multiple players, from growers and harvesters to transporters and retailers, each working to get them from field to doorstep in time for Halloween.
As demand for processed pumpkin products grows too, especially for seasonal treats, the market is expected to expand further, with an annual growth rate of 6.5% projected through 2028.
Rising consumer spending
In a trend that’s taken hold over recent years, Halloween fans are increasingly starting their shopping before October.
This year, 47% of Halloween shoppers bought their costumes, decorations and treats in advance, compared to just 32% in 2014. Reasons vary from a love of the fall season (48%) to avoiding last-minute stress (38%) and simply enjoying Halloween (37%).
The NRF survey shows that, on average, shoppers plan to spend US$103.63 this year, covering costumes, decorations and, unsurprisingly, lots of sweet treats.
"We're focused on helping our customers celebrate Halloween without breaking the bank," says John Furner, CEO at Walmart US.
"Our teams have worked hard to ensure we have a wide assortment of costumes, decorations and treats at everyday low prices."
Around 72% of US households plan to celebrate Halloween in some way, with top activities including handing out sweets (67%), decorating homes (52%) and dressing up (49%).
Costumes remain a Halloween staple, especially for kids and adults alike. This year, Spider-Man and ghosts are among the top picks for children, while adults tend to favour witches and vampires. Pet costumes have surged in popularity, with pumpkin outfits topping the list for our furry friends.
Building a resilient Halloween supply chain
The Halloween season presents its own unique logistical challenges.
While Easter and Christmas build anticipation over several months, Halloween is a more concentrated season, placing strain on the supply chain to meet sudden spikes in demand.
Retailers like Party City and Spirit Halloween specialise in capturing this short window and both employ unique strategies to manage the rush. Party City operates pop-up stores under the “Halloween City” banner and hires about 25,000 seasonal workers, while Spirit Halloween, open only from August to November, operates more than 1,400 pop-up shops nationwide, ensuring costumes and decorations are widely available.
Building a resilient supply chain has become essential for Halloween retailers.
Diversifying suppliers has become a critical move to avoid bottlenecks, especially when one product or ingredient is in high demand.
Costumes, decorations and sweets need careful sourcing and planning to prevent shortages or delays. To this end, many Halloween suppliers now use AI for real-time data tracking, which allows them to keep tabs on inventory and quickly adapt to changes in consumer demand or market trends.
Sustainability is also becoming a bigger focus for companies in the Halloween supply chain.
Consumers, especially among younger generations, are showing a preference for eco-friendly materials and processes. This includes biodegradable costumes, recyclable decorations and packaging designed to reduce waste – all of which help companies differentiate themselves in a market increasingly influenced by environmental awareness.
Sweet success
Halloween isn’t complete without a treat haul, making it the biggest sugary holiday in the US, outpacing even Easter.
Sweet makers ramp up production in the 6-8 weeks leading up to Halloween, with many planning their output 18-24 months in advance to keep pace.
This year, sweet sales alone are expected to reach a whopping US$3.5bn, a figure buoyed by the popularity of trick-or-treating and the ever-growing variety of sweets on offer.
However, rising cocoa prices may mean fewer sweets for some this Halloween.
Cocoa costs have risen by 9.6% due to poor harvests in West Africa, averaging US$6.03 per kg. Fortunately, a year-over-year increase of 20.5% in processed chocolate imports has helped stabilise the supply, but for those handing out treats, budget-conscious decisions may be on the cards.
Tricks of the trade
Halloween’s supply chain offers a masterclass in managing seasonal demand.
It requires coordination across farming, manufacturing, transportation and retail, with each player bringing their A-game to meet consumer expectations.
Advanced planning, supplier diversity and the use of technology have proven to be invaluable, with some retailers starting Halloween preparations months or even years in advance.
As Halloween comes and goes, the frenzy of the season reminds us of the work that goes into creating the magic of October.
For many in the supply chain industry, the end of Halloween is just the beginning, with planning for next year starting as soon as the costumes and sweets are off the shelves.
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