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A Spooky Surge in Retail Sales

Halloween retail is a monster, with brands sinking their teeth into it earlier each year—and for good reason: it’s retail gold.

Major players join the fray

Retail giants like Target, Walmart, and Amazon are reaping the benefits, with Halloween proving to be a resilient investment even amid economic uncertainty, according to a new survey from Advantage Solutions.

• Data from the National Retail Federation shows that Halloween spend is up more than 250% in the nearly 20 years it has been tracking it.

• Last year, it was projected to hit a record $12.2 billion, while this year’s forecast is slightly lower, with an estimated $11.6 billion in spend.

How marketers are cashing in

To take advantage of this trend, Retail Dive reports today that marketers are focusing on delivering value—an increasingly important factor during inflation— to cash in on the expanding Halloween mega-season.

• Target’s expanded lineup features costumes starting at $15 and trick-or-treat buckets for just $1, with more than half of its Halloween decor priced at $10 or less.

• Meanwhile, Home Depot is pushing value by showcasing seasonal products at various price points and stating that its viral $300 12-foot skeleton has kept the same price even after five seasons.

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How Amazon Plans to “Out-Temu” Tumu

While Halloween retailers carve out their market, Amazon is gearing up to take on its latest e-commerce competitor, Temu, by launching a new low-price storefront and enforcing strict pricing caps for merchants who sell on the new discount site.

The Information reports today that these caps will limit the prices on various items, including an $8 maximum for jewelry, $9 for bedding sets, $13 for guitars, and $20 for sofas.

Merchant rules have changed

Amazon recently shared policies for what it's calling the "Low-Cost Store" on a forum for merchants, detailing the new rules and inviting them to participate.

• The guidelines include a list of 700 items, each with an assigned maximum price merchants are allowed to charge.

• It also advises merchants that if they wish to list items above the specified price limits, they should consider using Amazon's regular marketplace.

Unlike Amazon, Temu typically sets the prices displayed on its site and pays merchants a fixed amount per sale.

A new era of Amazon

As the report notes, this marks a significant shift for the e-commerce giant, which has not traditionally imposed strict price limits on merchants using its platform.

Amazon has yet to set a hard launch date for its new low-cost store.