As retailers, brands, and platforms gear up for the holiday shopping season, Halloween can feel like it’s getting lost in the countdown to Christmas.
Though it may not feel like it, the year’s spookiest holiday is holding its own. According to the National Retail Federation (NRF), Halloween spending is projected to reach a record $13.5 billion in 2026, up $400 million from last year.
Halloween is no longer just a playground for candy and costume brands. From unusual product launches to Hollywood-inspired collaborations, companies across industries are putting their own spin on the holiday, turning familiar traditions into fresh opportunities to capture attention and connect with consumers.
As October 31st approaches, we’re taking a closer look at the brands making the most of the spooky season, and the tricks other marketers can learn from these campaigns to make their next seasonal moment a treat.
Not Your Average Halloween Treat
Forget the standard Halloween ad with a few cobwebs and a spooky tagline. This year, brands are taking their creativity a step further, turning unexpected products into conversation starters.
Pringles took that idea to the grave with its “Once You Drop” campaign, creating a branded burial urn and offering one lucky fan the chance to win it, along with 200 years’ worth of Pringles, valued at $28,080. As strange as it sounds, the stunt has roots in the brand’s history. Fredric Baur, designer of the iconic Pringles can, famously had part of his ashes buried in one. The campaign turned that unusual piece of brand trivia into a Halloween-worthy conversation starter.
Meanwhile, with 71% of consumers planning to purchase costumes this Halloween, according to the NRF, McDonald’s UK found an unexpected way to break into the category. Its “Spooky Sauces” campaign transformed six signature dipping sauces into face paints, complete with fries-shaped brushes and a McNugget-inspired sponge. The brand also let fans win one of 100 limited-edition kits on Instagram, encouraging them to create their own Halloween looks.
Cheetos also got creative with its Halloween offerings, teaming up with horror studio Blumhouse for “The Flavor of Fear.” The collaboration introduced a limited-edition snack inspired by horror movie thrills, alongside original horror shorts that brought the campaign to life and turned a seasonal product launch into an entertainment experience beyond the snack aisle.
For brands, the lesson goes beyond novelty. The most compelling seasonal products don’t just follow a trend. They find a creative way to make the brand part of it, giving consumers something worth discovering and sharing while keeping the product at the center of the conversation.
A Frighteningly Good Crossover
Who says Hollywood’s biggest stars have to stay on the screen? From haunted drive-thrus to ghostly rides, brands are bringing beloved franchises into the real world. This spooky season, fans can experience their favorite stories long after the credits roll.
Who you gonna call? Apparently, Rivian. The automaker brought Ghostbusters back to life with a collaboration featuring Bill Murray as Peter Venkman. For 25 days, drivers can activate Halloween Mode, transforming their vehicles with themed lighting, sounds, and an interactive scavenger hunt. Rivian even created Ecto-R1 vehicles inspired by the franchise’s iconic car, making the partnership part of the product itself.
Over in Springfield, things are getting a little more terrifying at the drive-thru. Jack in the Box teamed up with The Simpsons to bring the show’s Treehouse of Horror universe to its menu. The limited-time Munchie Meal of Horror featured themed menu items and six collectible glow-in-the-dark cups. Demand for the collectibles was strong enough to prompt a restock, highlighting how entertainment partnerships can give fans an added reason to purchase.
The scares started early for soda lovers. In August, Fanta brought Scream‘s infamous Ghost Face to the beverage aisle with a limited-edition flavor and collectible packaging. The opportunity is significant: according to Coca-Cola Europacific Partners, Fanta variants accounted for 17.4% of flavored carbonates sold during Halloween 2025 in Great Britain.
The magic isn’t just in borrowing a beloved franchise. It’s in giving fans a new way to experience it. For marketers, that means making entertainment part of the product and turning cultural excitement into real consumer demand. After all, the best collaborations don’t just celebrate pop culture; they give consumers something new to buy into.
The Fun Doesn’t End at Checkout
Trick or treat? This year, brands are giving consumers a little bit of both. From neighborhood-wide celebrations to Halloween’s most exclusive parties, they’re finding new ways to bring audiences into the festivities. And with 74% of consumers planning to celebrate, according to the NRF, there’s no shortage of people ready to join the fun.
For Reese’s, the competition for the best Halloween candy just got a little more literal. The brand launched a nationwide search for America’s Trick-or-Treatiest Street, using purchasing trends and a survey of 15,000 residents to narrow the field to 150 streets. With help from Zillow and a Halloween Council featuring Christina Ricci and Kathy Najimy, the winning neighborhood would receive a Reese’s-fueled block party. The idea plays on a real consumer insight: Hershey’s research found that 41% of consumers say the ideal Halloween neighborhood is one where everyone participates.
From one candy-fueled celebration to another, not everyone can score an invitation to Heidi Klum’s legendary Halloween party, but Butterfinger is bringing a taste of the festivities to everyone else. Returning as title sponsor for the third consecutive year, the brand is helping celebrate the event’s 25th anniversary. Beyond the star-studded festivities, New York’s Crazy Pizza is serving a limited-time Butterfinger dessert pizza throughout October, while free sampling at the city’s Village Halloween Parade will bring the party to the streets.
The best Halloween parties don’t end when the last guest leaves, and neither should a great campaign. By giving consumers a role in the celebration, brands can turn a single event into something people continue talking about. For marketers, the opportunity is to keep that excitement alive through content and follow-up experiences that bring new audiences closer to the brand, long after the decorations come down.
The Next Seasonal Moment Is Already Here
With Halloween and Christmas colliding in campaigns like “Twix’s Hallowmas II“, the next big shopping season is already taking shape. But this year’s Halloween campaigns offer more than a few creative tricks. They show how brands can turn seasonal excitement into opportunities for product discovery, consumer participation, and ultimately, purchase.
As Black Friday, Cyber Monday, and the winter holidays approach, the challenge is keeping that momentum going. Marketers should look for ways to extend engagement beyond a single campaign and translate consumer excitement into measurable results, from new customer acquisition to incremental sales and repeat purchases.
The real treat isn’t just capturing attention during a seasonal moment. It’s giving consumers a reason to come back long after it’s over.
