Category: retail

If you think Christmas is too commercial, prepare for a new seasonal twist—the Halloween Advent calendar is here. Unlike the traditional Advent calendar leading up to Christmas, this version spans 13 (unlucky for some) to 31 nights of fright. It comes in a variety of themes and items, from horror dolls to K-Pop Demon Hunter keyrings. In a meta development, there is even one themed around *The Nightmare Before Christmas*, the animated tale about the king of Halloween Town’s attempt to take over Christmas.

These calendars offer a fresh take as enthusiasm for Halloween fancy dress parties and trick-or-treating continues to grow. According to data from Circana, Britons typically spend nearly £400 million on sweets to satisfy the zombies and ghosts at their front doors. The buzz around spooky celebrations also provides a boost for the high street.

“We’ve seen a 150% jump in the number of independent retailers buying Halloween countdown calendars this year, to more than 2,000 shops across the country,” said Charlotte Broadbent, UK general manager at the online wholesale platform Faire. Faire’s range includes a cross-stitch countdown calendar featuring a skull to sew, and even one for witches’ cats that contains a mummy-shaped catnip bag.

“Halloween is a much more significant retail moment for British independents than in previous years,” Broadbent added. “Decoration and fancy-dress orders are now up 70% year on year, outpacing the growth we’re seeing in the US, and Halloween countdown calendars are leading the charge.”

It was perhaps only a matter of time before the Advent calendar moved beyond Advent. What was once a humble cardboard picture with baby Jesus as the big reveal has morphed into a blockbuster trade in gifts and self-treating. This trend starts as early as summer when waiting lists open for upmarket beauty calendars. Today, advent calendars are filled with every conceivable product—from cocktails and matcha tea to dog treats.

Retailers are embracing the trend. Amazon offers a large selection of Halloween calendars, and even John Lewis stocks a 15-Squishmallows version aimed at youngsters or adults who scare easily. The department store also reports strong sales of its macramé ghost and haunted house snow globe decorations.

“I’ve bought 40% more stock for Halloween because it just grows every year,” said Libby Ewart, who runs the online partyware and gift retailer The Box Party. She has had to restock the 25-day *13 Nights of Halloween Spooky Spells* calendar, which features a coffin-shaped obsidian crystal and black spell candle. “The calendar appeals to adults who like crystals and that kind of thing, as well as kids,” Ewart explained.

Halloween is a fun, low-pressure holiday. This year, it falls on a Friday, making the countdown even more enjoyable. “It’s a thing that you do with your friends, and you can do it locally so there is a community feel,” Ewart said.

Retail expert Alex Lawrence at Circana notes that good weather greatly influences enthusiasm levels on fright night. “Last year, we had good weather versus bad weather the previous year. Poor weather will certainly dampen the Halloween spirits,” he explained.

Shoppers continue to enjoy seasonal events like Christmas, Easter, and Halloween, and are increasingly willing to spend more for a little indulgence, Lawrence added. Manufacturers and retailers are keen to capitalize on these occasions with promotions, especially as sales across most food categories have been flat or declining.

Halloween countdown calendars are carving out a growing niche in the seasonal retail calendar, bridging fun, community, and commerce in a way that’s proving popular with consumers and retailers alike.
https://www.theguardian.com/lifeandstyle/2025/sep/27/halloween-advent-calendars-hit-shelves-retail