Halloween is consolidated in the habits of Italians. This year, 61% of citizens will participate in the witches’ night by celebrating or purchasing products: a slightly lower share than the 64% recorded in 2024 – also due to the lack of the 1st November long weekend – but which confirms the stability of the festival in the country. This is what emerges from the usual Ipsos survey for Confesercenti on the consumption and purchasing habits of Italians on the occasion of Halloween. Participation varies by age group: it is 70% among those under 34, while among those over 35 the share stands at 58%. Even higher among families with children: 73% of families with at least one minor child will celebrate.
Shopping expenses. Despite the slight overall drop in participants, spending on product purchases in the retail channel should remain stable at around 300 million euros: the share of those who plan to spend more (25%) is in fact higher than those who report wanting to reduce their budget (17%).
Sweets and products for the home – from decorations to window stickers, through to themed glasses and accessories – are the most popular products: 59% of those who participate will purchase sweets and sweets and 45% will decorate their home in a themed way. This is followed by masks, make-up and accessories: 34% will have their children dress up, 28% will do it personally, while 25% will wear a Halloween-style accessory. Among the now consolidated traditions is also “trick or treat”: 23% of participants will accompany their children on a door-to-door tour or among nearby neighborhood activities, confirming the rooting of this custom in neighborhoods and community contexts. Shopping is hybrid, and combines proximity and digital. 58% of those celebrating will shop in the supermarket, 43% in shopping centers, 22% online, while the role of local activities also remains significant: the 20% will go to local shops and 19% will buy at street markets.
This year, socializing outside the home is on the rise: 35% of those who celebrate Halloween will do so at an event or in a public establishment in discos, bars, restaurants and clubs, a slight increase compared to 32% last year, confirming the central role of these businesses on 31 October. The turnover generated by the witches’ night in public establishments should reach 250 million. «Halloween has now become, even in Italy, a moment of sociality that especially involves young people and families with children. For public establishments it is an anniversary that brings vitality to urban centers and neighborhoods, thanks to themed evenings, events and entertainment opportunities that strengthen the role of bars and restaurants as places of meeting and participation”, comments Giancarlo Banchieri, President of Fiepet Confesercenti, which brings together the Association’s public establishments. «Even in an overall more prudent context in consumption, the festival remains an opportunity to go out and live experiences, demonstrating how venues continue to be a central space of community life».