Generational Shifts: Who’s Shopping and Why?
According to NIQ’s latest BASES Survey, each generation is approaching holiday shopping in unique ways. Gen Z and Millennials are leading the charge in Halloween participation, but their motivations and methods differ.
Here are some of the key generational takeaways:
- Gen Z is embracing budget-friendly reusable and DIY décor, driven by social sharing and sustainability.
- Millennials are blending new purchases with reused items, especially in pet costumes and outdoor decorations, signaling a desire for creativity without overspending.
- Boomers and Gen X are more likely to scale back but still engage in seasonal traditions—especially when promotions are timed right.
These generational behaviors reflect broader consumer trends identified by MRI-Simmons: the majority of U.S. adults plan to celebrate Halloween, even though they are continuing to cut back in other areas of spending, such as dining out less and buying generic brands. Halloween remains a cultural anchor, and consumers are finding ways to celebrate without breaking the bank.
Are you ready?
Tech & Durables: The Rise of Reusable Décor
Tech and Durable goods, especially reusable décor items like smart lighting, projection systems, and modular outdoor setups, are gaining traction as consumers look for long-term value.
NIQ data shows:
55% of Millennials and 42% of Gen Z
will prioritize DIY or reused décor this year.
Higher-income households are still participating, but with a focus on flexibility and inspiration over urgency.
These shifts present a golden opportunity for tech-forward brands to offer unique products such as kit-based solutions, and budget-conscious décor such as refurbished tech or app-generated items and Virtual experiences that can be reused year after year. Think smart projectors with downloadable Halloween scenes, or LED setups that sync with music and can be repurposed for other holidays.
Tech isn’t just powering décor though; it’s driving engagement. MRI-Simmons reports that one-third of U.S. adults will celebrate Halloween by streaming scary movies, with platforms like Netflix, Prime Video, and Disney+ leading the charge. Gen Z, in particular, is 120% more likely to buy costumes when trick-or-treating, often inspired by TikTok trends and viral content.
For tech and durable brands, this means aligning with digital-first experiences—from influencer-led DIY tutorials to AR costume try-ons and smart home integrations that enhance the spooky atmosphere.
But What’s Driving Consumer Decisions?
From NIQ and MRI-Simmons insights, several key motivators are shaping Halloween shopping and retailers are navigating a split Halloween timeline, with some consumers shopping early to avoid price hikes and others waiting for last-minute deals. NIQ’s June 2025 survey reveals some interesting differences between Early Shoppers and Late Shoppers.
Early Shoppers:
Millennials: Shopping earlier, especially for décor and costumes, to avoid shortages and secure value.
- Avoiding crowds
- Rising prices
- Fear of product shortages
Late Shoppers:
Gen Z: More likely to delay purchases, driven by budget management and deal hunting.
- Waiting for last-minute deals
- Managing budgets
- Expecting more promotions
This split behavior means brands must be agile, offering staggered promotions, flexible inventory, and messaging that resonates with both planners and procrastinators. Likewise, retailers must adopt a flexible approach to inventory management this Halloween, preparing for both early demand from planners and late-season surges from deal-seekers. Staggered promotions are essential, offering early discounts to attract proactive shoppers while deploying flash sales to capture last-minute purchases. Additionally, messaging that emphasizes DIY creativity, reused décor, and budget-friendly bundles will resonate across income levels, helping retailers connect with consumers who are prioritizing value and personalization in their holiday celebrations.
Strategic Takeaways for Brands
Halloween 2025 isn’t just about costumes and candy—it’s about connection, creativity, and conscious celebration. For brands, this opens a number of opportunities for maximizing your impact this Halloween season.
You should:
- Lean into reusable items: Highlight durability and multi-season use in product messaging.
- Target Gen Z and Millennials: Focus on creativity, affordability, and social shareability.
- Offer flexible promotions: Capture both early planners and last-minute shoppers.
- Integrate tech: Use smart features and digital content to elevate décor and engagement.
- Support DIY culture: Provide kits, tutorials, and inspiration that empower consumers to personalize their celebrations.
