According to the National Retail Federation, consumers are expected to spend around $13.1 billion on Halloween in 2025. This means it’s time to spookify your Halloween marketing.
The pain point is: As an e-commerce owner, to get your slice of the $13 billion pumpkin, what Halloween marketing should you do?
Don’t be scared, in this article, we’ve shared:
- Best Halloween marketing promotions from real brands to learn how brands are marketing Halloween.
- 7 Halloween marketing ideas for your business
- Puns for Halloween marketing slogans
Boost open rates and recover more sales this spooky season effortlessly with Retainful’s customizable Halloween email templates
Best Halloween marketing campaigns from real brands
Nothing beats learning from the best itself. We’ve explored the best Halloween promotions, advertisements, and campaigns to show you how brands are marketing Halloween.
Here are the 14 best Halloween marketing promotions from real brands:
- Burger King: “Scary Clown Night” & the Ghost Whopper
- Heinz: “Tomato Blood” & the Vegetarian Vampire
- Reese’s × Nextdoor — “Treat Map” & Neighborhood Activations
- Papa John’s “Stranger Bling”: A spooky PR play that earned media attention
- Uber Eats “Don’t Run Out” campaign: Blending entertainment with commerce
- IKEA — “Monsters Not Included”: Products with a Spooky Spin
- Netflix — “Netflix & Chills”: Turning Content into a Seasonal Brand
- Nike Halloween Sneaker Drops & “Glow-in-the-Dark” Editions
- Dunkin’ — Themed Menu Items & Shareable Characters
- Skittles / Mars — “Bite-Size Horror” Mini Horror Films
- Target “Lewis the Pumpkin Ghoul” & Viral Product Line
- Booking.com — “Haunted Hotels” Curated Listings
- Airbnb — “Night at Dracula’s Castle” PR Experience
- Liquid Death, Martha Stewart collab & Macabre Merch drops for Halloween
Create, schedule, and personalize your Halloween email sequences in minutes using Retainful’s pre-built workflows.
1. Burger King: “Scary Clown Night” & the Ghost Whopper
Burger King’s “Scary Clown Night” was one of the boldest Halloween marketing stunts ever.
Playing off the release of It—the movie and the pop-culture fear of clowns —Burger King invited customers to visit any location dressed as a clown to receive a free Whopper.
The campaign’s tagline, “Come as a clown, eat like a king”, was a direct, cheeky jab at McDonald’s Ronald McDonald.
In 2018, it followed up with the “Ghost Whopper”, a limited-edition burger with a spooky white-bun twist, promoted through ghost-hunting-style videos and in-store theming.
Outcome:
The results? Massive earned media, viral social engagement, and a sharp rise in app traffic from the gamified coupon tie-ins.
Key takeaway:
Lean into pop culture and humor to stand out during Halloween. A clever parody or playful rivalry can generate viral visibility without heavy ad spend.
2. Heinz: “Tomato Blood” & the Vegetarian Vampire
Heinz transformed its classic ketchup into “Tomato Blood,” a limited-edition Halloween product that turned condiment aisles into costume props.
The brand launched a spooky rebrand, selling special bottles alongside Halloween merch kits..
Outcome:
The campaign generated massive social buzz, TikTok recreations, and organic influencer participation.
Key takeaway:
Re-package your existing product for seasonal storytelling. A simple twist on branding and narrative can transform a commodity into a conversation piece.
3. Reese’s × Nextdoor — “Treat Map” & Neighborhood Activations
Reese’s partnered with Nextdoor to launch an interactive “Treat Map”, a digital guide to find houses giving out Halloween candy.
Users could mark their homes as “treat-friendly,” plan safe routes, and even spot special Reese’s-themed houses in select cities.
This campaign perfectly merged community engagement with digital innovation. By tying candy-sharing traditions to a tech platform, Reese’s and Nextdoor made trick-or-treating both safer and more social.
Outcome:
Massive organic reach, press coverage, and increased local engagement across U.S. neighborhoods.
The partnership also cleverly positioned Reese’s as the official candy of Halloween, not through ads, but through real-life participation.
Key takeaway:
Brands can use local partnerships and interactive maps to bridge digital and offline experiences.
For ecommerce marketing, a “store locator” or “virtual Halloween hunt” can drive engagement and conversions in similar ways.
4. Papa John’s “Stranger Bling”: A spooky PR play that earned media attention
Papa John’s leaned into Halloween with its “Stranger Bling” campaign. It is a garlic-sauce-inspired necklace designed to parody pop-culture jewelry drops.
The brand launched the collectible garlic-sauce locket with a cinematic teaser film and a limited run that fans could win online.
Outcome:
The name cleverly played off Netflix’s Stranger Things craze, tying pizza, garlic sauce, and supernatural nostalgia into one humorous PR stunt.
News outlets from PRWeek to USA Today picked it up, giving Papa John’s millions in earned media coverage.
Key takeaway:
You don’t need a product that screams “Halloween”; you just need a story hook that sparks curiosity.
E-commerce brands can replicate this by creating limited-edition “Halloween twists” on popular SKUs or offering collectible drops.
Related reading: E-commerce SMS Marketing Guide: Setup, Strategy & Templates
5. Uber Eats “Don’t Run Out” campaign: Blending entertainment with commerce
Uber Eats took Halloween storytelling to cinematic levels with “Don’t Run Out”, a short horror film starring Keke Palmer.
The mini-movie doubled as an interactive ad; viewers could spot embedded coupon codes hidden in scenes, redeemable for real discounts.
By merging entertainment with shoppable moments, Uber Eats turned a traditional ad into a Halloween event.
Outcome:
The eerie tone, slick production, and suspenseful payoff made it highly shareable on YouTube and social platforms.
Key takeaway:
E-commerce brands can replicate this approach with interactive storytelling, such as shoppable videos, AR filters, or hidden coupon codes within content.
6. IKEA — “Monsters Not Included”: Products with a Spooky Spin
IKEA’s “Monsters Not Included” campaign turned its furniture catalog into a Halloween storybook. Through simple set design and lighting, everyday products were re-imagined as friendly “monsters”.
It shows how IKEA items can set the stage for family Halloween decor.
They featured lamps that resembled glowing eyes and rugs as “monster hides,” which captured attention for being clever without being gimmicky.
Outcome:
It was cost-effective, on-brand, and highly shareable on Pinterest and Instagram.
By transforming its products into characters, IKEA made home décor feel festive and inclusive, appealing to families rather than horror fans.
Key takeaway:
Sometimes subtlety wins. You don’t need discounts to capture the Halloween spirit. It’s just a creative re-contextualization of your products in a seasonal setting.
7. Netflix — “Netflix & Chills”: Turning Content into a Seasonal Brand
Every Halloween, Netflix transforms its streaming platform into a haunted entertainment hub under the banner “Netflix & Chills.”
This seasonal campaign curates horror movies, thrillers, and Halloween-themed originals into a single destination. They use email marketing, push notifications, and social teasers to build anticipation.
Netflix smartly treats Halloween as an event season, not just a weekend, extending the campaign from early October through Halloween night.
Outcome:
Beyond just programming, Netflix uses Halloween to drive customer retention and discovery, nudging users to rewatch old hits or explore new titles.
The consistent “Netflix & Chills” tagline has also become a meme and cultural catchphrase, increasing brand visibility far beyond paid media.
Key takeaway:
E-commerce brands can borrow this playbook by creating seasonal style collections or curated Halloween product bundles to drive engagement.
Related reading: 10 Proven Strategies to Increase Repeat Customers and 5x your ROI
8. Nike Halloween Sneaker Drops & “Glow-in-the-Dark” Editions
Nike turns Halloween into a global sneaker event each year through limited-edition releases like this year’s “Nike Book 1”
These drops leverage scarcity, collector culture, and seasonal aesthetics to drive hype, with every drop selling out within hours.
Nike also teases releases through cryptic social media posts, influencer unboxings, and Halloween-themed lookbooks.
The mix of exclusivity, storytelling, and user-generated content turns simple product drops into cultural moments.
Outcome:
Even without massive ad spend, Nike’s Halloween editions dominate social feeds. It’s proof that product timing and emotional context can outperform big-budget campaigns.
Key takeaway:
Use limited drops or timed offers to spark FOMO. Seasonal scarcity, when done authentically, can amplify desire and brand visibility.
9. Dunkin’ — Themed Menu Items & Shareable Characters
Dunkin’ turns Halloween into a content goldmine with its playful themed menu items like the iconic Spider Donut and more.
But the brilliance lies not just in seasonal flavors — it’s how Dunkin’ transforms products into shareable social characters.
The brand personifies these items through quirky visuals, memes, and short-form videos that take over social platforms like Instagram and TikTok.
In 2023, Dunkin’ paired its Halloween donuts with witty taglines and interactive polls, encouraging fans to post their “spookiest Dunkin’ runs.”
Outcome:
This combination of creative food design and social-first content led to massive organic reach and boosted in-store footfall.
Key takeaway:
Product design can be a storytelling tool. Create limited-edition seasonal SKUs or packaging that’s instantly “Instagrammable.”
Pair it with a short-term UGC contest or social challenge, something easy for customers to join and share.
10. Skittles / Mars — “Bite-Size Horror” Mini Horror Films
Skittles and Mars elevated Halloween advertising with their cinematic mini horror films called “Bite-Size Horror.”
Instead of typical ads, they produced short, eerie films (under two minutes) that ran on digital platforms and during TV ad breaks.
Each film subtly incorporated the candy brand while delivering authentic, spine-chilling storytelling.
Outcome:
Viewers praised the originality, and the campaign won awards for creativity and brand engagement. Moreover, it created a huge emotional recall for the viewers.
Key takeaway:
Don’t just sell, entertain. A 30–60 second branded video or reel with a Halloween twist can capture attention more effectively than static ads.
11. Target “Lewis the Pumpkin Ghoul” & Viral Product Line
Target’s Halloween success in 2023 revolved around Lewis, the 12-foot talking pumpkin ghoul, an animatronic character that became an internet sensation.
Originally part of Target’s seasonal décor collection, Lewis went viral thanks to TikTok trends and meme culture. Within weeks, it evolved into a sell-out product line, generating sustained UGC and community engagement.
Target amplified the hype by releasing behind-the-scenes videos, fun duets with influencers, and cross-promotions in its Halloween store sections.
Outcome:
The character became the face of Target’s spooky season — part mascot, part meme, and a driver of both online and in-store sales.
Key takeaway:
One iconic product or “hero prop” can define your entire Halloween campaign. Create something visually bold or meme-worthy that people will want to share.
12. Booking.com — “Haunted Hotels” Curated Listings
Booking.com tapped perfectly into Halloween wanderlust with its “Haunted Hotels” collection. It’s a curated list of spooky stays and eerie destinations worldwide.
The campaign turned its booking platform into a seasonal discovery tool, featuring centuries-old castles, haunted inns, and ghostly mansions.
Outcome:
This not only inspired Halloween travel but also earned extensive press coverage and PR buzz, framing Booking.com as a relevant brand.
The landing page became a magnet for traffic, boosting click-throughs, engagement time, and conversion rates around the Halloween season.
Key takeaway:
Curation sells. Even if you don’t sell travel, you can feature seasonal collections like “Halloween Gifts” or “Pumpkin Picks.” Highlight them on your homepage or in a special email campaign.
13. Airbnb — “Night at Dracula’s Castle” PR Experience
Airbnb has mastered experiential Halloween marketing, and its “Night at Dracula’s Castle” campaign is a perfect example.
The brand offered two guests the once-in-a-lifetime chance to stay overnight in Bran Castle in Transylvania.
Outcome:
The campaign generated enormous global media coverage, drawing attention to Airbnb’s unique stay while tying directly to Halloween lore.
Photos of the gothic castle, complete with candlelight dinners and velvet coffins, captivated audiences on social media.
Key takeaway:
You don’t need a castle, just a one-off experiential giveaway or PR-worthy promotion that blends fantasy with your product.
Whether it’s a limited “spooky edition” bundle or an exclusive contest, aim for something that feels newsworthy.
14. Liquid Death, Martha Stewart collab & Macabre Merch drops for Halloween
Liquid Death’s Halloween collaboration with Martha Stewart took things to a new level.
The brand released a limited-edition “Dismembered Moments” candle. It’s a severed-hand candle designed by Martha herself alongside coffin-themed merch and macabre packaging.
Outcome:
This unlikely partnership merged shock value with celebrity power, earning millions of impressions and viral social chatter.
The merch drop sold out within hours, and major outlets like Rolling Stone and AdWeek covered the collaboration.
Key takeaway:
Halloween rewards the unexpected. Partner with an unlikely creator or celebrity to make your campaign unmissable.
7 Spooktacular Halloween marketing campaign ideas
Here are the top 7 Halloween marketing ideas for a fang-tastic sales:
- Halloweenify your email marketing
- Cast a spell with SMS & push notifications
- Summon sales with paid Ads & retargeting
- Enchant shoppers with content marketing & SEO
- Turn Your Store into a Haunted Shopping Experience
- Summon the Power of User-Generated Spells (UGC & Social Proof)
- Collaborate Like a Coven (Partnerships, Influencers & Affiliates)
1. Halloweenify your email marketing
- Segmentation by behavior & past purchases: Send targeted emails and Halloween promotions based on shopper data. (e.g., deal hunters vs. VIP shoppers).
- Time-limited campaigns: Use countdown timers and “ends tonight” subject lines to create urgency for flash Halloween discount emails.
- Story-driven email series: Create a 3-part email campaign; tease, offer, and last chance to build momentum.
- Interactive visuals: Add spooky GIFs, scratch-to-reveal discount blocks, or Halloween-themed CTA buttons.
- Recover abandoned carts: Customize abandoned cart reminders with Halloween humor (“Your treats are haunting your cart”). Use email automation to send timely emails and recover lost sale.
- Subject lines: Use Halloween-based subject lines and try to include emojis ( 🕷️, 🌚, 🔮,🎃).
Related reading: 10 Email Design Best Practices for 2025
2. Cast a spell with SMS & push notifications
- Real-time urgency: Send “last-hour” Halloween promo texts with direct SMS links to checkout pages to generate SMS leads.
- Geolocation offers: Push nearby store deals (“Your local store’s pumpkin sale ends in 2 hours!”).
- Dynamic personalization: Include the recipient’s name and previously browsed products in the message.
- Timing strategy: Deliver SMS campaigns between 10 AM–1 PM or 6–9 PM for higher engagement pre-Halloween weekend.
- Push notification chains: Use push sequences — reminder → offer → deadline — across app or browser.
- Interactive CTAs: Add coupon codes and CTA that can be tapped and applied instantly in-app.
Related reading: 15 Cart Abandonment SMS Templates to Recover Lost Revenue
3. Summon sales with paid Ads & retargeting
- Seasonal ad refresh: Add eerie graphics, pumpkin overlays, and “limited edition” copy to all ad creatives.
- Bid on high-intent Halloween terms: “Halloween deals,” “spooky gifts,” “pumpkin accessories,” etc.
- Retarget ghost shoppers: Serve carousel ads showing Halloween products customers viewed but didn’t buy.
- Video sorcery: Run short-form Halloween reels on Instagram or TikTok with interactive polls.
- Countdown enchantments: Add countdown extensions or “ending soon” overlays to drive urgency.
4. Enchant shoppers with content marketing & SEO
- SEO optimization: Use seasonal keywords (“Halloween 2025 deals,” “ghost-themed accessories”) in meta tags and headings.
- Create visual content: Halloween lookbooks, video tutorials, and listicles optimized for Google Discover.
- Internal linking: Link your Halloween landing pages to evergreen blogs for SEO continuity.
- UGC-based content: Feature real customers’ Halloween setups using your products.
- Collaborative content: Partner with bloggers or micro-influencers for Halloween gift guides.
- Publish Halloween-specific blogs: “Best Halloween Gifts,” “Spooky Décor Ideas,” or “Last-Minute Costume Hacks.”
5. Turn Your Store into a Haunted Shopping Experience
- Revamp your homepage: Swap in eerie banners, haunted fonts, and floating ghost graphics.
- Build a Halloween hub: Create a “Spooky Specials” landing page showcasing themed products.
- Gamify checkout: Add “Spin the Pumpkin” or “Trick or Treat” discount pop-ups.
- Exit-intent popus offers: “Leaving already? Take 10% off before the witching hour strikes!”. Use exit intent popups to acquire customers when they’re leaving your site.
- Spooky upsells: Add “Frequently bought together: Pumpkin Candle + Bat Lights.”
- Check out candy: Offer Halloween freebies for orders above a set value.
- Optimize UX: Ensure site speed, mobile responsiveness, and accessibility — even for your ghosts.
Related reading: 15 Website Popup Examples That Convert(+ Free Templates)
6. Summon the Power of User-Generated Spells (UGC & Social Proof)
- Launch a UGC contest: “Show us your spooky setup with [BrandName] — win a $50 treat card!”
- Hashtag your magic: Create custom tags like #SpookyWith[Brand] or #TrickOrTreatYourCart.
- Feature UGC on product pages: Showcase real customers using your products in Halloween décor or costumes.
- Leverage reviews: Highlight holiday-specific feedback (“Perfect for our haunted house party!”).
- Reward sharing: Offer discount codes or loyalty points for UGC posts.
- Incorporate live social proof: Popups like “Ella from Denver just grabbed the Pumpkin Gift Set.”
- Create shoppable galleries: Embed Instagram UGC on your Halloween collection page.
Related reading: 10 Best Product Review Request Email Examples + Free Templates
7. Collaborate Like a Coven (Partnerships, Influencers & Affiliates)
- Brand x brand bundles: Team up with complementary brands (e.g., coffee + candy) for co-branded Halloween kits.
- Micro-influencer magic: Partner with DIY or lifestyle creators to showcase how your products fit into Halloween moments.
- Influencer challenges: Launch costume reveal or décor makeover challenges featuring your brand.
- Halloween livestreams: Go live on TikTok or Instagram with unboxings or decorating sessions.
- Cause-based collabs: Run charity campaigns — “Every pumpkin mug sold helps feed shelter pets.”
- Affiliate promo codes: Give each influencer a unique “treat code” for tracking ROI.
Top 15 funny Halloween marketing slogans
Here are 15 Halloween marketing slogans, categorized for different campaign uses:
Slogans for Deals & Sales
1. No Tricks, Just Treats: Up to 50% Off!
2. Frighteningly Low Prices. Shop the Haunting Deals Now.
3. Witchful Thinking Pays Off: Get Your Spooky Savings Here.
4. Unearth the Deals Before Midnight.
5. Our Sale is Scary Good! Don’t Miss the Treat.
Slogans for Urgency & FOMO
6. Don’t Let These Deals Ghost You! Ends Tonight.
7. The Witching Hour is Ticking. Shop Our Limited-Edition Drops.
8. Last Chance to Grab Your Treats Before the Crypt Closes.
9. These Offers Vanish at Sunrise!
10. Hurry, Before the Deals Disappear in a Puff of Smoke!
Slogans for Branding & Engagement
11. Get Your Spook On: Everything You Need for a Fang-tastic Halloween.
12. We Put a Spell on You (and Your Cart!).
13. Life’s a Witch. Shop Accordingly.
14. The Only Treat That Matters is in Your Cart.
15. Dare to Shop? Our [Product Category] is Waiting.
🎃📈 Halloween marketing trends 2025
Spike in consumer enthusiasm & early intent for Halloween
- According to CivicScience, the share of people “looking forward to” Halloween has increased by 4 percentage points over 2024.
- 28% of consumers plan to spend more on costumes, décor, and candy this year.
- Many shoppers are starting their Halloween preparations earlier — July is now becoming a soft launch month for seasonal campaigns.
Shift from big-box to discount & online channels
- Traditional retail is losing ground. While big-box stores remain significant, their dominance is declining. More consumers plan to shop via discount stores and digital storefronts.
- In fact, online share of Halloween purchases has risen from ~17% in 2022 to ~24% in 2025, reflecting growing comfort with e-commerce.
Price sensitivity + deal-seeking behavior
- The enthusiasm is tempered by a sharper eye on bargains. The data shows that many consumers are leaning toward discount stores.
- Brands that signal quality while offering perceived value will win more trust from shoppers feeling the pinch from inflation or tariff pressures.
High-value Halloween shoppers as primary targets
- CivicScience identifies a “high-value” segment: shoppers who are “more excited than usual” and likely to spend above average. These users purchase early and are 2.5× more likely to increase their holiday budget.
- Reaching them with timely messages, sneak previews, and early-bird offers can yield outsized returns.
Customize your Halloween alerts effortlessly using Retainful’s ready-to-use omnichannel workflow templates to land more sales.
🕸️ Wrapping up!!
Halloween isn’t just about costumes and candy anymore — it’s a $13.1 billion opportunity for eCommerce brands to turn curiosity into conversions.
Whether it’s Burger King’s cheeky “Scary Clown Night” or Netflix’s evergreen “Netflix & Chills,” every successful Halloween campaign has one thing in common — it taps into emotion, storytelling, and timing.
As an eCommerce brand, you don’t need a blockbuster budget to cast your spell. You just need:
- 🎯 A seasonal hook: A Halloween edition of your best-selling product or a “spooky deal” countdown.
- 👻 Emotional storytelling: Humor, suspense, nostalgia, or surprise to engage your audience.
- 📩 Omnichannel Marketing: Align your email, SMS, ads, and on-site experiences under a single Halloween theme.
- 🔁 Engagement loops: Encourage UGC, run mini contests, and create shareable moments.
The brands that win Halloween 2025 will be the ones that start early, stay authentic, and make customers feel part of the fun.
Also read:
- What is Behavioral Targeting? (Examples + How to do)
- Black Friday Sales: Deal Ideas, Trends & Strategies
- 6 Proven strategies to beat Black Friday shipping delays
- 10 Free Black Friday Email Templates (Examples + Tips)
Frequently asked questions
Promote it across your main channels with strong visuals and a clear call-to-action. Use social media to post teaser content, send reminders via email or SMS, and partner with local influencers to spread the word.
Top-selling items include costumes, candy, decorations, and pumpkins.
“No tricks, just treats!”
Handing out candy is the most popular Halloween activity, with 67% of consumers planning to do so.
Offer limited-time promotions, create themed bundles, and engage customers with interactive contests or events.
Begin promotions in early September to capture early shoppers and build anticipation.
