Does Halloween Sell in Chile? What the Data Says

In 2024, a client who sells home accessories told me: "John, Halloween isn't our thing. That's an American holiday." I suggested she put together a small collection — themed candles, orange tablecloths, table decorations — using what she already had in stock. Without producing anything new. That October she sold more than her entire September. She texted me on November 1st: "Next year I want to triple it."

That story keeps repeating. And there's a clear explanation.

The numbers: Halloween is growing, but it's not Christmas

According to data from the Santiago Chamber of Commerce and reports from Transbank — Chile's main card payment processor — Halloween-related spending in Chile has grown between 15% and 20% annually since 2019. In 2025, card transactions in the last week of October rose 22% compared to the same period in 2024.

To put that in perspective: spending during Fiestas Patrias — Chile's Independence Day celebrations in September, the country's biggest commercial season after Christmas — moves around US$600 million, and Christmas surpasses US$1 billion. Halloween is far from those numbers — we're talking about a market in the US$50-70 million range — but the growth rate is the highest of any commercial date in Chile.

What does that mean for your store? You don't need to go all in, but ignoring it is leaving money on the table.

Which categories actually move

Not all Halloween categories perform equally in Chile. These are the ones that consistently generate sales:

Costumes and accessories. The main driver. Instagram and TikTok have turned costumes into content, and that pushes sales. Kids' costumes dominate, but adult costumes are growing faster — especially couples and groups going to themed parties. Wigs, special-effects makeup, and fantasy contact lenses have excellent margins.

Themed candy and snacks. Trick-or-treating has already taken hold in middle and upper-middle-class neighborhoods in Santiago, Vina del Mar, and Concepcion — Chile's largest cities. Parents buy large bags of candy to hand out. If you sell food, Halloween packs are a real opportunity.

Decorations. From cheap garlands to decorative pumpkins. The average order value here is low, but volume makes up for it. Home decor stores that set up a temporary "Halloween" section see a 30-40% lift in October compared to an October without a campaign.

Products with a theme, not Halloween products. This is the category most stores overlook. You don't need to sell pumpkins. If you sell clothing, put out a black t-shirt with a subtle design. If you sell candles, create a "witches' night" edition. If you sell coffee, launch a seasonal blend with dark packaging. The concept sells as much as the product.

Is it worth it for your store?

It depends on your approach. What doesn't work is importing containers of Halloween stock in March hoping to sell everything in two weeks. That's risking capital on a market that still doesn't justify large inventories.

What does work:

Use what you already have. Repackage, regroup, create themed collections with your existing catalog. The client I mentioned at the beginning didn't manufacture anything new — she just organized her products differently.

Short, focused campaigns. Halloween is a 10-15 day window. You don't need a month of marketing. A well-crafted email campaign, a landing page in your store, and social media content during the last two weeks of October is enough.

Aim for social content. People want to show off their costume, their decorations, their party. If your product shows up in those photos, you've earned free advertising. Think about products that look great in an Instagram story.

The most expensive mistake: doing nothing

I know stores that every year say "we'll look into it next year" and every year miss an opportunity that keeps growing. Meanwhile, their competition already has a Halloween section in their store by October 1st.

I'm not asking you to bet your Q4 on Halloween. I'm asking you to put together a small collection, send three emails, and publish themed content for two weeks. The risk is minimal. The learning is enormous.

And if it works, next year you already know what to triple.