# Capturing Unplanned Halloween Retail Spending Retailers must influence pre-purchase decisions as shoppers abandon habitual store loyalty for seasonal events. - **Source:** [Dynamic Business](https://dynamicbusiness.com) - **Published:** 2026-10-21 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/5b68fce7-53a5-4f35-992e-07ce516cfd5a ## Record Halloween Spending Forecast Australian consumers are projected to spend a record $500 million on Halloween this year. This represents an 11 per cent increase compared to the previous year, averaging $103 per participant. Regional spending varies, with Victoria and Tasmania leading at $112 per person, while Queensland and Western Australia remain slightly below the $100 mark. ## Absence of Shopping Habits Unlike routine weekly grocery shopping, Halloween purchases lack a default retail destination. Shoppers curate diverse baskets containing costumes, confectionery, and home decor, forcing them to navigate between party stores, supermarkets, and discount variety chains. Because no single store type dominates this category, the opportunity to capture this specific consumer segment remains wide open. ## Digital Research Precedes Physical Purchase Digital engagement for Halloween is surging, with search terms on Shopfully’s marketplace rising 58 per cent year-on-year starting in September. While 63 per cent of shoppers research online before buying, 68 per cent ultimately prefer physical stores. For food and drink items specifically, the preference for in-store purchasing climbs significantly to 87 per cent. ## High Propensity for Retail Switching Consumer loyalty is currently fragile, as 91 per cent of Australians have switched brands for better offers, and 79 per cent have changed retailers entirely. Most retail planning fails to account for this behavior, as promotional strategies often target customers who have already committed to a specific store, ignoring the pre-decision phase of shopping. ## Shifting Discount Retail Landscape The Australian discount variety sector, valued at $2.3 billion, is undergoing rapid transformation. Following the 2025 acquisition of The Reject Shop by Dollarama, plans are underway to expand the store footprint to 700 locations by 2034. Simultaneously, Aldi is increasing pressure on traditional retailers like Big W by aggressively expanding its general merchandise offerings. ## Visibility as a Competitive Advantage Success in capturing non-habitual spending depends on visibility during the weeks preceding the event. Retailers that effectively influence shoppers while they are still deciding where to go will outperform those relying solely on price. Being present in the digital consideration phase is essential for converting undecided shoppers into actual in-store foot traffic. ## Applying Lessons to Other Categories Halloween serves as a clean test case for broader retail dynamics. Similar patterns emerge during Back to School periods, home renovations, or major life events like having a first baby. Any purchase lacking an established habit leaves the retailer decision open, often resulting in higher transaction values per trip compared to routine weekly grocery shopping. ## Strategic Implications for Retailers Retailers must pivot their marketing focus toward the pre-purchase window to capture high-value, non-habitual baskets. By understanding that the research phase is digital but the final transaction is physical, brands can better align their promotional efforts. Winning requires active engagement during the decision-making process rather than assuming customer loyalty exists for seasonal events. ## Sources covering this story - https://dynamicbusiness.com/news/major-supermarkets-own-the-weekly-shop-the-unplanned-trip-is-still-up-for-grabs — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._